While reading “Age of Propaganda”, I came across the subject of fear. It talks about how to generate fear on a group or individuals.

These are some well-known trick marketers, politicians and preachers have been using.

A fear appeal is most effective when:

  1. It scares the hell out of people
  2. It offers a specific recommendation for overcoming the fear-arousing threat
  3. The recommended action is perceived as effective for reducing the threat.
  4. The message recipient believes that he or she can perform the recommended actions.

This reminds of anti-tobacco and use condom for safe sex campaign.