Question 1

In a fear appeal, vulnerability is based on the likelihood or probability that a negative event will occur.

Accepted Answer

Vulnerability in a fear appeal refers to the perceived likelihood or probability that a negative event will occur.

Question 2

In a fear appeal, vulnerability is the degree of potential physical, social, or psychological harm that can occur.

Accepted Answer

The answer of In a fear appeal, vulnerability is the...

Question 3

Low levels of fear in an ad may not create feelings of severity or vulnerability.

Accepted Answer

Low levels of fear in an ad may not create feelings of severity or vulnerability because they may not be perceived as significant or relevant by the audience.

Question 4

When humor in an ad is remembered, the product or brand is almost always easily recalled.

Accepted Answer

While humor in an ad can make it memorable, it does not guarantee that the product or brand will be easily recalled. Sometimes, viewers remember the joke but forget the product or brand being advertised.

Question 5

Humor is a rarely-used form of advertising appeal.

Accepted Answer

Humor is actually a very commonly-used form of advertising appeal, as it can grab the audience's attention and create a positive association with the brand or product being advertised. Many successful ad campaigns have used humor, such as the Geico "Hump Day" commercial or the Old Spice "The Man Your Man Could Smell Like" campaign.

Question 6

When a viewer of an advertisement believes he or she can take action to prevent negative consequences by purchasing a product, the individual is exhibiting self-efficacy.

Accepted Answer

Self-efficacy is the belief that one can successfully execute a desired action to achieve a specific outcome. When a viewer of an advertisement believes that purchasing a product can help prevent negative consequences, it demonstrates self-efficacy because the individual believes they can take action to avoid those outcomes.

Question 7

To be successful, humor used in ads should be connected directly to the product's benefits.

Accepted Answer

Humor in ads can help grab attention and create an emotional connection with the audience, but it should also be relevant to the product being advertised. If the humor is not connected to the product's benefits or features, it can be confusing or distracting for the audience and ultimately not effective in promoting the product.

Question 8

Severity and vulnerability are key elements in rational advertisements.

Accepted Answer

Severity and vulnerability are key elements in the Health Belief Model, primarily related to health behavior change, not specifically to rational advertisements. Rational advertisements often focus on logical arguments or benefits of a product or service, not necessarily on health-related severity and vulnerability.

Question 9

Although using sex in advertising no longer sells the way it used to and no longer has the shock value it had in the past, advertising in the United States and other countries contains more visual sexual themes than ever before.

Accepted Answer

Studies have shown that advertising in many countries, including the United States, now contains more sexual themes and imagery than in the past, despite evidence that the effectiveness of sex in advertising has declined.

Question 10

An advertisement featuring a fear appeal that suggests a person will feel good about losing weight is an example of highlighting extrinsic rewards.

Accepted Answer

The answer of An advertisement featuring a fear appeal that...

Question 11

An advertisement designed to convince viewers that if they do not use a particular brand of deodorant, they will be social outcasts stresses the severity of a negative consequence in a fear appeal.

Accepted Answer

The advertisement is using a fear appeal by highlighting the negative consequence of being a social outcast if viewers do not use the particular brand of deodorant.

Question 12

Fear is an ineffective form of advertising appeal that has been largely abandoned.

Accepted Answer

Fear appeal is still being used in advertising, though it is not as prevalent as before. Some companies still use fear to sell their products, especially those relating to safety and security. However, advertisers have also started using other emotional appeals, such as humor, happiness, and hope, to connect with consumers.

Question 13

While some evidence exists that humor may be universal, other research indicates that particular executions of humor appeals may not be universal and that humor is often based in one's culture.

Accepted Answer

While some elements of humor may be universal, cultural differences can greatly impact what is considered funny and how humor is executed.

Question 14

A fear level that is too high is impossible to create, because viewers have become immune to fear tactics in advertising.

Accepted Answer

While some viewers may have become immune to fear tactics in advertising, it is not impossible to create a fear level that is too high. It is still possible to push the boundaries too far and create an uncomfortable or negative reaction from viewers.

Question 15

Women tend to respond more favorably to the use of overt sexuality in advertisements than they do to the use of sensuality.

Accepted Answer

Studies have shown that women respond more positively to advertisements that use sensuality, rather than overt sexuality. Sensuality involves subtle and suggestive cues, while overt sexuality is more explicit and may be perceived as objectifying or demeaning to women.

Question 16

Humor causes consumers to watch, laugh, and, most important, respond with an immediate purchase.

Accepted Answer

While humor can be effective in creating a positive association with a brand or product, it does not necessarily result in immediate purchases. Other factors such as price, quality, and availability also play a role in consumer behavior.

Question 17

Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the persuasiveness of the ad.

Accepted Answer

Fear appeals tap into people's emotions and create a sense of urgency or threat, which can increase their level of interest and attention to the advertisement. This heightened emotional response can also make the ad more persuasive, as viewers may be more likely to take action to avoid or address the fear that was presented. However, it's important for fear appeals to be used ethically and in a responsible manner, as they can also be perceived as manipulative or harmful if not executed carefully.

Question 18

An advantage of using humor in ads is that it easily transfers to other countries and cultures.

Accepted Answer

Humor is often culturally specific and what is funny in one culture may not be in another. Therefore, using humor in ads may not easily transfer to other countries and cultures.

Question 19

Truly subliminal sexual messages are highly effective advertising techniques.

Accepted Answer

Research has shown that while subliminal messages can attract attention, their effectiveness in influencing consumer behavior, especially in advertising, is limited and often overstated.

Question 20

Humor has proven to be one of the best appeals for cutting through advertising clutter.

Accepted Answer

Many studies have shown that humor can capture people's attention and make them more receptive to advertising messages. It can also increase likability and memorability of ads.

Quiz 6: Advertising Design