Apart from using source credibility this advertisement uses the fear appeal as a persuasion technique. The fear appeal aims to arouse fear by diverting attention towards the source or cause of threat and then suggesting a form of protective action, which can reduce the threat or harm (Maddux & Rogers, 1983). In a study conducted by Dillard & Anderson (2004) messages with higher levels of fear (influenza) led participants to report greater likelihood of taking vaccinations in the future. This advertisement talks about acid wear and how it can damage the enamel and when the enamels “gone… its gone” indicating that’s its permanent damage. This is the fear element the advertisement creates. Who after all wants to lose their enamel coating?
To protect the enamel use pronamel. Repeating “pronamel” three times by an authoritative figure (dentist) is very persuasive. According to (O'Guinn, Allen, & Semenik, 2008) things that are said more often are more likely to be remembered than things said less often. Messages that are moderately repeated are beneficial as they create greater attitude change (Petty, Wheeler & Tormala, 2003).
Sensodyne has therefore created a powerful and persuasive add by exploiting the fear appeal technique and repeating and recommending the product through a dentist (Source credibility).
Akshay shah (blog 2)
Dillard, J. P., & Anderson, J. W. (2004). The role of fear in persuasion. Psychology & Marketing, 21, 909-926
Maddux, J. E., & Rogers, R. W. (1983). Protection motivation and self-efficacy: A revised theory of fear appeals and attitude change. Journal of Experimental Social Psychology, 19, 469-479.
O'Guinn, T., Allen, C., & Semenik, R, J. (2008). Advertising and Integrated Brand Promotion. Thomson/South-Western.
Petty, R. E., Wheeler, S. C., & Tormala, Z. L. (2003). Persuasion and attitude change. In
T. Millon & M. J. Lerner (Eds.), Handbook of psychology: Personality and social
psychology (Vol. 5, pp. 353–382). New York: Wiley.