Usage of fear appeal for persuasive communication: Case of the Ministry of Health’s public service announcements
Year: 2025
Type: article
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.
Authors: Özlem Seki Yaman, Hayriye Nur Görkemli
Institution: Selçuk University
Language: English
Topic: Media Influence and Health
Subfield: Literature and Literary Theory
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413705560