Based
on the research and observation, TNB advertisement in electrical safety
campaign less positive respond since they didn’t use the right ways of
approaching audience. Researcher often see informational text with many words
and direct images that makes audience loss interest to interact and participate
with the campaign. It is very important to match the right time prospect with
the right affective appeal to drive consumer behaviour. As mentioned by (Rubi Khan, 2014) emotion appeals
relate to the customers social and psychological needs for purchasing a product
or service. Many consumers motives for their purchase decisions are emotional,
and their feelings about a brand can be more important than knowledge of its
features.

As
eloquently stated by (Awagu, 2016) fear is an emotion
response to a threat that expresses, or at least hint, some kind of danger. Ads
sometimes use fear appeals to evoke this emotional response and arouse
individuals to take steps to remove the threat. The fear appeal in
advertisement is negative emotional appeal to stimulate and remove threat of an
individual. As studied by (Hawkins,
2011)
marketers have found that fear appeals have been used widely in advertising and
it is effective. Advertisement using fear appeal can be effective, consumers
will avoid such advertisements when they feel terrified, or even disturbed when
we do not use it properly and accurately. As a result, consumers less
interested and refuse to give their attention and turn away from that type of
advertisement.

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According
on Improving
fear appeal ethics (Williams, 2014) journal article,
fear appeal come with two basic element. One is a threat component and others
is an action component. To be concern that an effective fear tactic must
convince the audience that particular negative reaction can occur if certain action
are not performed. The more fear awaken, the more potential action to comply
with the message. In the books of Designing for social change (shea, 2012) points out that fear
appeals are persuasive messages describe to scare people by express the serious
things that will happen to them if they do not do what the message suggest. Fear appeals present a
threat and offer a solution to the threat, encouraging individuals to accept or
discontinue a particular action for their own or the public good.

Nonetheless,
a studied in meta analysis of fear appeals
by (Kim
Witte, 2000)
suggests that high level efficacy structured fear appeals are perfectly
effective. Overall, it seems that fear appeals can be effective in some
circumstances. According to Graphic design solutions (Landa, 2012) books, fear appeals are centred around the
idea that people will be more likely to retain and pay attention to a message to
change their health behaviours, if related fears are activated in the message.
Fear appeals in advertisements promote messages, images and even visual stories
designed to scare intended audience into reactions. Majority of  current fear appeals on television describe
unhealthy and risky behaviours such as the use of drugs, smoking and road
safety. Strong fear appeals may promote awareness however they are only
effective when paired with a quality high efficiency message.

As
studied by (Geller, 2015) in order for a fear
appeal to be effective it must include a strong well structure of the fear
appeal. This includes a threat component, action component, influence factors,
and the ideal target audience. Strong fear appeals are  not only by provoking but also effective in
producing positive health effects and behaviours. However, strong fear appeals
are most effective in producing positive health effects and behaviours when
paired with a high efficiency message. While they may not discontinue the
negative behaviour altogether they are successful in promoting positive health
behaviours. Apparently, using strong visuals in advertisement can draw on hidden
fears. Some advertisement draw on personal fears, while others draw on a sense
of loss due to particular behaviour.

As
indicated by (Geller, 2015) in journal, an
effective fear appeal tactic must convince the audience that particular
negative outcomes can exist if certain behaviours are not implement. The more
fear provoke, the more potential inspiration to observe with the message. In
other words, the effective fear appeal tactic demonstrate the risk for the
ideal target audience. Introduction that make the message receivers feel
responsible for damage or responsive to severe physical or psychological harm
have the influential threat component. When an audience can visualize the
negative reaction happening to them, personal doubt is activated and the
individual is responsive to learning strategies for avoiding the feared
consequence. Based on common sense, this emotional case is not activated with
the kind of organization statistics advertisements.

Most
of Malaysian PSA campaign used statistic appeal advertising in each
advertisement. There’s a lot of information to read that makes audience ignore
it. Besides that, most of the campaign focus on giving talks and advise with
boring presentation slide and this happened every year. Perhaps, a personal
story from an individual similar to the audience heightens perceptions of
vulnerability and thus makes the threat seem real, relevant, and frightening. As
mentioned by (Newbold, 2017) explain the
influence of a fear appeal is determined b­y more than its content. In fact,
the same fear appeal can have remarkably different effects, depending on the
perceptions and person state of the message receiver.

            To apply fear appeal, the use images
and phrasing designed specifically to evoke fear or concern are used when
creating advertisements and visual communications focused on persuading audiences
through the fear appeal. We might think to the famous anti smoking ads where
people had developed serious deforming illnesses from smoking. The images of
people with holes in their throats, missing teach, ruined vocal cords, and lung
cancer were designed to make people fear smoking. The same has been done with
seatbelt campaigns and similar concepts.

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