The marketing of fear

WHEN a magazine ad promotes a gasmask or handgun, the strands of fear woven through the copy hardly come as a surprise. But what about humdrum products like cell phones and sunglasses, non-fat margarine and nolick mailers? Do ads for products like these ever amount to a marketing of fear?

A recent cell phone ad sketched a foreboding scene: a lone woman in a stalled car on an isolated road at dusk. Then, just as the consumer starts panicking—voila! Cell phone to the rescue (assuming that isolated roadway isn't outside the calling area).

Testimony of Healing
Spiritual growth brings physical healing
June 17, 2002

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