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Mishra, Ashok Kumar
- A Study to Analyze the Discrete Use of Fear Appeal by Advertisers in Indian Advertisements and their Impact on Viewers
Authors
1 Dept. of Commerce, St. Thomas College, Bhilai, IN
Source
Asian Journal of Management, Vol 5, No 2 (2014), Pagination: 272-276Abstract
A fear appeal posits the risks of using and not using a specific product, service, or idea such that if you don't "buy," some particular dire consequences will occur. That is, fear appeals rely on a threat to an individual's well-being that motivates him or her toward action, e.g. increasing control over a situation or preventing an unwanted outcome. However, the scope of fear appeal is not limited in using it alone. It has been observed that fear appeal is used subliminally along with other appeals playing the lead role in various advertisement.
The purpose of this paper is to review and examine the fear appeal hidden in various advertisements which are classified under different appeals such as Humour, Patriotism, self esteem etc and their impact on purchase behaviour of the viewers. In particular, this paper includes the following sections: introduction, definition of a fear appeal, study of a few advertisements showing subliminal use of fear appeals, and summary.
References
- Fear appeal theory, Kaylene C. Williams California State University, Stanislaus.
- Barron's Educational Series, c 2000, 1994, 1987.
- Fear appeals and persuasion: a review and update of the extended parallel process model Erin K. Maloney, Maria K. Lapinski and Kim Witte.
- www.youtube.com
- www.wikipedia.com
- www.allbusiness.com
- Classification of Aqueous-Based ayurvedic preparations using synchronous fluorescence spectroscopy and chemometric techniques
Authors
1 Department of Chemistry, Indian Institute of Technology-Madras, Chennai 600 036, IN
2 Ayurvedic Medical Officer, Government Ayurvedic Dispensary, Gaisima 768 040, IN
Source
Current Science, Vol 107, No 3 (2014), Pagination: 470-477Abstract
The complexity of molecular compositions of ayurvedic preparations makes their classification or quality monitoring a difficult task. Classification of aqueous-based ayurvedic preparations with commonly used techniques such as Fourier transform infrared and near infrared spectroscopy is more difficult due to strong interferences from water signals. In the present work, by taking an aqueous-based ayurvedic preparation (jirakadyarista) as a test case, it has been shown that a simple, fast and efficient procedure for the classification of such preparations can be achieved by combining synchronous fluorescence spectroscopy with chemometric methods such as principal component analysis (PCA) and partial least square discriminant analysis (PLS-DA). The PCA and PLS-DA models obtained were found to be sensitive and specific in classifying the jirakadyarista samples.Keywords
Aqueous-Based, Ayurvedic Preparation, Chemometric Techniques, Synchronous Fluorescence Spectroscopy.Full Text
- Fundamentals of Photochemistry (Third Edition)
Authors
1 Department of Chemistry, Indian Institute of Technology Madras, Chennai 600 036, IN
Source
Current Science, Vol 106, No 10 (2014), Pagination: 1437-1437Abstract
No Abstract.Full Text
- Organic Semiconductor Based Display Devices: Architecture, Materials and Fabrications
Authors
1 Department of Physics, Amity School of Engineering and Technology, Amity University, Lucknow Campus, Uttar Pradesh, IN