This is an advertisement to remind people they must wear seat belts to protect their own life while they are inside a car.
The technique they use in here is the fear-arousing persuasion.
In this advertisement, it is demonstrating how this guy, Richard, get killed in a car accident without wearing a seat belt.
In order to create the fear-arousal sense to audiences, the advert opens with a distinct sentence "Richard didn't want to die". When it comes to the colliding scene, it shows how it damages Richard's internal organ with real human model,
creating this " yes they are real and if you don't wear a seat belt you might be the next Richard" thought to audiences.
Insko and colleagues (1965) carried out a scientific research on fear-arousing communications. By presenting high fear-arousing communications and low fear-arousing communications about "smoking causes cancer" towards 7th grade students, among nonsmoking adolescents, high fear-arousing communications from authoritative sources are initially more effective than low fear-arousing communications in producing opinion change about future smoking behavior.
Arkoff, A., Insko, C.A., Insko, V.M. (1965), Effects of high and low fear-arousing communications upon opinions toward smoking. Journal of Experimental Social Psychology, 1, 256-266
Godfrey Leung
This one is short and sweet and virtually perfect. One question: How did Insko induce or not induce fear? Was it with a few words, pictures, or what?
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