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A content analysis of fear appeal advertising in Canada, China, and France

机译：加拿大，中国和法国的恐惧呼吁广告内容分析

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摘要

We content analyzed 4155 Chinese, French, and Canadian print ads to examine how fear advertising differs across countries or cultures. Findings show that advertisers use fear appeals more frequently in Canada and China than in France. Moreover, fear appeals appear in all three countries more frequently for convenience than for shopping-type products, and more frequently for shopping than for search-type products. Beauty and personal care products, as well as drugs and medical products are more prone to fear appeals than all other product categories. However, the frequency of fear appeals in relation to the product category varies across countries. We also find variations in relation to types of fear appeals. Social and self-esteem fear appeals appear most frequently in China, while physical fear appeals are most dominant in France and Canada, and economic fear appeals most frequent in France.
机译：我们对4155个中国，法国和加拿大的平面广告进行了分析，以研究恐惧广告在不同国家或文化之间的差异。调查结果表明，与法国相比，加拿大和中国的广告客户使用恐惧诉求的频率更高。此外，在所有三个国家中，出于便利性的考虑，恐惧诉求的出现频率高于购物型产品，而购物搜索型产品中的恐惧诉求的频率高于搜索型产品。与所有其他产品类别相比，美容和个人护理产品以及药物和医疗产品更容易产生恐惧感。但是，与产品类别相关的恐惧呼吁的频率因国家/地区而异。我们还发现与恐惧诉求类型有关的差异。社会和自尊恐惧诉求在中国最常见，而身体恐惧诉求在法国和加拿大占主导地位，经济恐惧诉求在法国最为常见。

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