Running Head: ETHICS AND EMOTIONAL APPEAL
Ethics and Emotional Appeal
ETHICS AND EMOTIONAL APPEAL
Response to first advertisement
The advert uses fear as an emotional appeal. Fear is used as an emotional appeal when the
advertiser focuses on the negative outcome that a situation causes. The advertisement which
is about quitting smoking creates the theme of fear by showing a young boy left for a while
by the mother at a crowded section in the airport. He panics as he seems unsure about the
mother coming back. As a result, he starts to cry and the question is raised to smokers
whether they would want such sadness to take over their children lives when they die from
the dangers of smoking, and for a longer time than the boy’s (Gehi, 2013).
The Advert is Unethical.
Why or why not?
Two grounds make it unethical, first, the use of a child and then, it uses base emotions like
fear. It is dangerous to smoke cigarettes but at the same time, using the fear of death against
smokers causes them more emotional harm than good. An Ethical advert should arrive at its
desired end while at the same time creating a positive ground for the target persons to
appreciate the same. The use of a child is unwarranted here as it...
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