Abstract:
Turkish public authorities have been started to use fear appeal advertisements to reduce smoking
population for some time now. These advertisements try to change behavior of potential and
existing cigarette users by showing negative health consequences of their actions. This research
evaluates the effectiveness of public service advertisements among young university students in
Turkey. In doing so, fear appeal advertisement theories will be evaluated on the basis of Turkish
experience. According to the theories developed about emotional advertisings, it is demonstrated
that once delivered properly, they are found to be effective, particularly in humorous
advertisement. However, once addictions in use enter into the picture, fear appeal advertisements
may not be as successful. In order to be effective to reverse the influence of addictions, delivery
methods must be perfected. This study aims to investigate the effectiveness of Public Service
Advertisings which use fear appeal on smokers and non-smokers.
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International Journal of Social Science & Economic Research
