THE CONNECTION BETWEEN ADVERTISING MESSAGES WITH DIFFERENT LEVEL OF FEAR AND EMOTIONS ACCORDING TO AGE AND SEX
Fear appeals are a kind of "external inductors" that are used to increase the desire of the individual to do something useful and good, both for himself and for the environment, for society, for the family. Fear appeals are related to various forms of emotional components that are basically negative, such as fear, sadness, guilt, depression, etc., which serve to motivate the individual to make a change that will be the same way with the guidelines that promote the message with an appeal of fear. The purpose of this paper is to investigate the connection of messages with the fear of feeling with certain types of emotions by conducting research by displaying messages with different levels of fear and analyzing them through the emotions they cause by age and gender. In order to gain a complete picture of how fears affect the emotions (negative) of individuals, an analysis is made of how high- or low-intensity advertising messages affect the different (negative) emotions of the individuals receiving the message, and taking into account gender and age and how they impact through conducting a survey by applying a questionnaire survey method. ANOVA was used to analyze the obtained data from the survey questionnaire. The results showed that there are statistically significant differences only between negative emotions in fear appeal 1 (lower intensity) between the age differences. Statistically significant differences were not found between the negative emotions of ad 1 and ad 2 (higher intensity) among the respondents of different sexes.