BETTING ON FEAR

Fear is the ‘lower order’ stick and the brand is the ‘higher order’ carrot. Think of all the ads which claim that if you don’t buy this or that brand you are running mortal risk. The soap and detergent ads that destroy our invisible enemies – bacteria – and protect our children. One ad campaign or another may not have effect on the overall level of fear in society but, combined with the media and all other fear-based messages from other brands, it does contribute to the overall negative impact.