Publisher's Synopsis
It's easy to see the rationale behind provocative ads. We're bombarded with so much marketing that we've become experts at tuning much of it out. Unfortunately, that means that many useful, necessary appeals aimed at improving public health fall on deaf ears. If your job is to draw attention to public health issues - or even to sell health care products and services - it's tempting to use graphic appeals to cut through the clutter. And since fear is a powerful motivator - particularly when that fear involves one's health - many public health advocates have turned to fear appeals over the years, tackling everything from cigarette smoking to STDs. But does graphic, fear-based marketing work? The answer is: it depends. In this book, we'll break down the fundamental reasons why everyone is doing it.
