Advertisements Based on Fear Mongering Essay Example | Topics and Well Written Essays - 1500 words

Advertisements Based on Fear Mongering - Essay Example Recently advertisers have also started using ‘fear’ for selling products. Fear is an emotion that led people to make emotional choices. For instance, disinfectant advertisements showing the harmful effects bacteria may cause to humans (Tyagi & Kumar, 2004). The fear phenomenon works wonders. People get afraid of some things, or conditions get easily directed to buy the advertised products instead of getting inspired by the qualities only. Such advertising is also known as ‘shockvertising’ (Wells et al., 2011). On the other hand, the other method of advertising is by using ‘flattery’. Sometimes advertisers flatter the viewers by appreciating their choices, thoughts and notions on particular matters and then introduce the products that complement the viewers and provoke them for buying the advertised products (Armstrong, 2010). Either fear or flattery, both has found to be very effective depending on the type of the product and theme of the advert isement. In order to present the products or services to the audiences the advertisers select a suitable theme and based on it a narrative is written. The advertisement is filmed by using techniques of mise-en-scene, sound and editing to focus on highlighting the product feature to appeal maximum customers and meet the ultimate goal that is to raise the sales of the product. In this paper the Coca-Cola recent advertisement ‘Holidays are Coming’ will be analyzed based on the techniques (mise en scene, sound, editing and narrative) used in the advertisement (Coca-Cola Company, 2014). Coca-Cola rejoiced its customers by launching its classic ‘Holidays are Coming’ TV advertisement in order to celebrate Christmas (Coca Cola, 2014). The advertisement shows how seeing the huge sparkling Coca-Cola truck on the streets of their towns excites people. The commercial created hype for people of all ages including children, youth and adults as they would be a part of the campaign  when the truck would come to their towns and cities. The marketing director of Coca-Cola (UK) Zoe Howorth described the advertisement strategy as, â€Å"Coca-Cola has been spreading happiness in people on the Christmas event since long through its vibrant campaigns and Holidays are coming to the advertisement.