About: Fear pattern
In advertising, a fear pattern is a sequence of fear arousal and fear reduction that is felt by the viewing audience when exposed to an advertisement, which attempts to threaten the audience by presenting a negative physical, psychological or social consequence that is likely to occur if they engage in a particular behaviour. Fear appeals are commonly used in social marketing campaigns. These are sometimes called “threat appeals”, however the label “fear appeals” is justified if the appeal can be shown to arouse fear.
