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Journal Article

Citation

Algie J, Rossiter JR. J. Prev. Interv. Community 2010; 38(4): 264-279.

Affiliation

University of Wollongong, New South Wales, Australia. jenni@uow.edu.au

Copyright

(Copyright © 2010, Informa - Taylor and Francis Group)

DOI

10.1080/10852352.2010.509019

PMID

20945245

Abstract

This research studies fear patterns within fear appeal anti-speeding television commercials. A pattern of fear is the sequence of fear arousal and fear reduction, if any, that is felt by the viewing audience when exposed to a fear appeal advertisement. Many road safety advertisers use fear appeals, such as "shock" advertising, that result in fear arousal, leaving the viewer feeling extremely tense. The moment-to-moment reactions of young drivers to 12 road safety commercials are gauged using a dynamic, temporal measure of fear. The fear patterns generated from each ad are analyzed and a new perspective on creating fear appeal road safety advertisements, with an emphasis on fear-relief, fear-partial relief, and fear-only patterns, is discussed.


Language: en

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