Appealing to someone's fear of something is probably one of the more powerful tools that advertisements use to get people to believe in something. For example, this ad against drunk driving uses fear to get people to think about getting a designated driver for those nights where they are too incapacitated to drive. By using the statistic as shown in the picture, people can get a better idea of how often and deadly this things can actually be. I personally think these ads are one of the best types of ads out there today because drinking and driving happens too often, and by making people aware of the consequences that occur because of that decision, they can appeal to peoples fear so that they will think twice about getting into a car after they have had too much to drink. Fear is a powerful emotion in humans, and an even more powerful tool to get people to think a certain way about something.
http://www.foundshit.com/anti-drunk-driving-campaign/
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