恐惧是个人企图摆脱、逃避某种情境时的情绪体验,当一个人不知如何击退威胁、摆脱危险时,就会感到恐惧。这种情况一般是由缺乏处理可怕情况的力量所引起的,也即人在无法及时对问题进行解决时而产生的情绪。恐惧式的广告就是将产生恐惧的源头事件在作品中展现出来,使接受者产生“如何解决这一问题”的疑问,也即促使他们产生一定的恐惧感,再将要推销的产品或观念作为一种解决方案提出的创意方式。 Fear is the emotional experience of an individual trying to escape and evade a situation. Fear can be felt when one does not know how to repel the threat and get out of danger. This situation is generally caused by the lack of power to deal with the terrible situation, that is, the emotions that people have when they can not solve the problem in time. Fear of advertising is to show the source of fear in the work, so that the recipient of “how to solve this problem,” that is, to promote them to have a certain sense of fear, and then to sell the product or idea as a The solution proposed by the creative way.