Objective 3

The objective that I'm choosing to talk about would be objective 3. This objective, similar to the post before this, has to do with the appeal to fear. In this objective, the exercise is to find an advertisement that appeals to fear. Then, it asks whether or not that advertisement uses a good argument. So for my case, the advertisement I found would be : http://www.stanford.edu/class/linguist34/advertisements/fear%20ads/pages/rogaine_jpg.htm . In this advertisement, fear is used to strike the hearts of men who have a fear of losing hair, or have genetics where hair is loss as they grow older. As you can see, this advertisement provides why Rogaine is the solution to hair loss. The picture shown is a younger male with a head full of hair, versus an older male in the background who is bald. On the side, there is a paragraph that strikes the emotion fear in men, talking about how the older males in their families may be bald, and how they don't have to go down that path. Along with that, that fear is reinforced with other emotions: with their self esteem and how better looking they can be with hair versus without. Because of this, the advertisement has a good argument. They provided fear in men using two strategies: observations of those around them who have the same blood line / genes, and persuasion of how their looks may improve. Therefore, I think Rogaine did a great job with this advertisement.