JOSHUA HIBBERT

USE OF FEAR ADVERTISING
EXAMPLE 1:
The advert to the left is a poster campaign from Think. Its intention is to raise awareness of problems on the road.This particular advert design is looking at the increase of hit bikers on the road due to unaware drivers. The impact of this message is emphasised due to the horric dent on the side door. Moreover, the advert uses a many effective devices such as positioning of text, colour difference and positioning of image to create a particular fearful image. Initially, the silver car door contrasts to the black background to somehow re-create a feeling that it just happened. As well, the small text is positioned perfectly above the dented door to capture the overall message within one section of the advert.

This example is a great example for use of fear advertising because it re-lives the reality that such events occur.The communicative message within this advert is clearly directed towards the dent on side door.