恐惧情绪在广告创意中的运用

恐惧是个人企图摆脱、逃避某种情境时的情绪体验，当一个人不知如何击退威胁、摆脱危险时，就会感到恐惧。这种情况一般是由缺乏处理可怕情况的力量所引起的，也即人在无法及时对问题进行解决时而产生的情绪。恐惧式的广告就是将产生恐惧的源头事件在作品中展现出来，使接受者产生“如何解决这一问题”的疑问，也即促使他们产生一定的恐惧感，再将要推销的产品或观念作为一种解决方案提出的创意方式。

The Application of Fearfulness in Ad Creation

Fear strikes to one when he doesn' t know how to push back threats and escape away from danger. The feeling of fear arises from the lack of strength one can use to deal with frightful circumstances. People would most probably try their best to get rid of this situation. Therefore, this thesis suggests that fearfulness should be used in Ad creation to achieve more effectiveness.