摘要
恐惧诉求是广告中最常见的诉求方式之一。研究者们重点探讨了恐惧诉求的作用机制、恐惧诉求所能达到的传播效果及影响其传播效果的相关因素。这些研究对实践者创意广告均有启示。
Because of its wide use in modern advertising, fear appeal has become one of the most prevalent studies in advertising psychology with the concentration on the following aspects： the functional mechanism and communication effects of fear appeal and the relevant factors that may influence the communication effects of fear appeal. And some of the implications of the findings were pointed out.
出处
《新闻界》
CSSCI
北大核心
2009年第6期157-158,136,共3页
Journalism and Mass Communication
