Usage of fear appeal for persuasive communication: Case of the Ministry of Health’s public service announcements

Authors : Özlem Seki Yaman, Hayriye Nur Görkemli

Pages : 146-162

Doi:10.24289/ijsser.1655640

View : 77 | Download : 58

Publication Date : 2025-09-30

Article Type : Research Paper

Abstract :This study investigates the use of fear appeals as a persuasive communication method in public service announcements supported by the Ministry of Health from 2006 to 2016. A sample of public service announcements was analyzed through content analysis based on topics, types of fear elements, persuasive techniques, and whether solutions were provided. The results indicate that both rational and emotional appeals were used, with fear appeals mainly appearing in emotionally driven messages, especially in situations involving direct health threats. Conversely, rational appeals were more common in informational or promotional PSAs.
Keywords : Communication, Persuasion, Fear appeal, Public service announcement

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