Fear-Based Ads

After this week's lecture and readings, I guess I am still hung-up on the concept of fear-based ads, especially in terms of communicating with an audience that has low-involvement (or low motivation to engage). While I understand the argument that there is a risk that fear-based ads can be a bit extreme and too graphic for public TV. The content may not be appropriate for all ages exposed to the ads on TV and could cause harm by the images portrayed. However, I do feel that in some cases, the fear-based ads may be appropriate when the emotion suits the consequences to the undesirable behavior if it continues.

We have discussed how the central route of communicating health messages is not usually effective when targeting an audience with low-involvement like young adults who typically believe they are invincible or "it will never happen to me."

I brought up the issue of drunk driving PSAs in class on Tuesday, and I believe this is a very good example of a health issue in which fear-based ads are very effective in communicating the very real and tragic consequences of the behavior, especialy to the audience of teens/young adults. For this age group in particular, research and studies in education and learning note that kids of this age have trouble imagining the future consequences of their behavior choices. They can't connect-the-dots, so to speak. Despite all the lectures from parents or discussions in school warning them about the dangers of drunk driving (or other problems like drug-use and unprotected sex), most kids choose to learn the lesson the hard way. When they see a PSA or health education campaign with statistics and information, they rarely see themselves as the "one" the commerical is targeting - unless, of course, the teen or young adult has personally experienced the loss of a loved one to a drunk driving accident (but, then, at this point the teen would be considered to have high-involvement).

While learning lessons the hard way is very effective for individuals of this age, we cannot afford the continued consequences of such results. The point about the dangers of drunk driving needs to be made loud and clear in a way that gets the attention of this audience and helps them see themselves in the driver's seat. While we need to consider the balance between effective and appropriate, we also need to balance the costs of showing a somewhat disturbing, breath-catching fear-based PSA vs. the costs of continuing to do things the same old way.

I have attached some examples I found of various "don't drink & drive" ads that use various emotional hooks (peripheral) to convey the message. I am curious to know which one(s) do you think would be most effective in communicating the message and prompting behavior change in teens/young adults.

1) Here's an example of a PSA in which humor is used to communicate the message. Given that it was an MTV ad, we can assume that they correctly targeted an audience consisting of teens and young adults.

http://www.youtube.com/watch?v=gBX_3SU50LE

2) Here's one in which shame was used as an emotional motivator (aimed at young adult males specifically). It focused on speeding as the undesirable behavior:

http://www.youtube.com/watch?v=TvC6RryUn0Y

3) This one is a mix of grief and shame-based, not aimed at youth specifically, but adults in general:
http://www.youtube.com/watch?v=tm1JByRQRhY

These examples are fear-based:
http://www.youtube.com/watch?v=qpYq9CBZoKQ

http://www.youtube.com/watch?v=J6dTGlLpZkc (from the UK)


Here's an article noting the statistical results of effectiveness from the UK ad above (12 days of Xmas) since it aired on TV and the radio in December 2006.

http://www.yourthanet.co.uk/kent-news/Christmas-drink-driving-figures-down,-say-police-newsinkent32068.aspx?news=local

I look forward to your comments.

Shannon