An ad campaign to convince people to stop smoking features three teenagers bungee jumping off a bridge. When they reach the ground, each grabs a soda can, opens it, and takes a sip. As the third person takes a drink, the can explodes and kills him. The final screen reads, "No other product than tobacco kills every third consumer." This ad is using a(n) _____ appeal.
A)comparative
B)irrational
C)leveling
D)fear
E)nonverbal

Question

Quizplus · Accepted Answer

The ad campaign is using fear appeal to discourage people from smoking by showing the potential deadly consequences it can have on their lives. The shocking and dramatic imagery of the can exploding is meant to create a strong emotional response in the viewer and create a lasting impression.

An Ad Campaign to Convince People to Stop Smoking Features