Is Fear Really Persuasive: The case of antismoking advertising for young adults

Michele Dion

Studenteropgave: Semesterprojekt


Persuasive communication has been used for ages, from the great Ancient Greece to modern days, in order to modify people's ways of thinking and acting. It has a tremendous role to play when it comes to advertising, even more so if considering social advertising campaigns. One of the determinants that were scrutinized before through research in the field of persuasive communication is the appeal to fear, which is frequently used in public health campaigns, such as antismoking advertising. In studying the way young adults react to antismoking advertising, this project aims at trying to determine the effects fear appeals have on them in regards to persuasion. This leads to the following problem formulation, problem that will guide this project: What influence, if one, does the use of fear appeal in antismoking advertising campaigns have on the acceptance of the message by the young adult smokers? Is it different from the rest of the general adult population?

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato1 jun. 2005


  • antismoking
  • fear appeal
  • advertising