An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge. When they reach the ground, each grabs a soda can, opens it, and takes a drink. As the third person takes a drink, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." This ad is using a ________ appeal.

Question

Quizplus · Accepted Answer

The ad campaign is using a fear appeal by showing the potential consequences of smoking, which is the death of one third of its consumers.

An Ad Campaign to Convince People to Stop Smoking Uses