A television ad for Corona deodorant shows a college freshman being socially rejected for having body odor. He is teased and rejected by members of the college dance club. A fellow student gives him a Corona deodorant. After using the deodorant, the freshman is accepted in the dance club and becomes popular. In this ad, Corona is using a _____ appeal.
a. non-cognitive.
b. refutational.
c. humor.
d. comparative.
e. fear.

Advertisement is the sharing of specific information for the sole purpose of promoting that product to specific audiences. The audience is the potential consumer that the advertisement is meant to convert to loyal customers. The advertisement campaigns are usually tailored to appeal to these audiences to increase the sales. An increase in sales usually reflects on increased profit margin levels. There are various appeal methods that can be used;

Fear appeal

The fear appeal theory tries to put the consequences of not buying the product to light with the intention of pushing the potential customer to buy the product to avoid the consequences. In our case, the Corona deodorant advertisement uses the fear appeal of social rejection to push consumers to buy their product in order to evade the consequence of being rejected. By using a college freshman who is socially rejected by members of the college dance club since they don't use the deodorant, they exploit the fear of social rejection in a college freshmen. Thus might push them to buy the product.