THE USE OF FEAR AND DISGUSTING ATTRACTIVENESS IN ADVERTISEMENTS: REXONA “END TO YELLOW STAINS" ADVERTISING FILM ANALYSIS

Abstract

Advertising is one of the most effective ways to communicate with consumers. It is seen as an important marketing tool to reach consumers especially in the age of competition. Nowadays, it’s very difficult to attract consumers’ attention, due to increasing competition and the messages presented. Therefore, brands benefit from elements of positive or negative sensitivity in advertising works. Many consumers' buying decisions are emotional and their feelings about a brand can be more important than information about the brand's features. Ads sometimes use negative emotion attractions such as fear, disgust to awaken this emotional reaction. Thus, steps are expected to be taken to buy the product to eliminate the negative situation in an advertisement. In this context, the concepts of fear and disgust attraction were analyzed, and then Rexona's "End To Yellow Stains" commercial film, where both fear and disgust are used together. Content analysis was used as a research method in the study