Communication Activity: Ethics and Emotional Appeals (Marketing Ethics)

Answer the questions in the file attached below. Answer each question individually.

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Response to first advertisement

What emotional appeal is used in this advertisement?

The advert uses fear as an emotional appeal. Fear is used as an emotional appeal when the advertiser focuses on the negative outcome that a situation causes. The advertisement which is about quitting smoking creates the theme of fear by showing a young boy left for a while by the mother at a crowded section in the airport. He panics as he seems unsure about the mother coming back. As a result, he starts to cry and the question is raised to smokers whether they would want such sadness to take over their children lives when they die from the dangers of smoking, and for a longer time than the boy’s. (Gehi, 2013)

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