Fear, Negative Campaigning and Loathing: The Case of the UK Election Campaign

DEAN, Dianne (2005). Fear, Negative Campaigning and Loathing: The Case of the UK Election Campaign. Journal of Marketing Management, 21 (9-10), 1067-1078.

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Official URL: https://www.tandfonline.com/doi/abs/10.1362/026725...
Link to published version:: https://doi.org/10.1362/026725705775194111
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    Abstract

    Fear has for some time been used in marketing communications particularly in social and health marketing. This paper explores how fear was used in the General Election Campaign and uses Aristotle's concept of rhetoric as a basis for understanding how messages are conveyed to the electorate. It argues that fear appeals are resonant with one particular type of voter but alienates other segments.

    Item Type: Article
    Uncontrolled Keywords: 1505 Marketing; 1504 Commercial Services; 1503 Business And Management
    Identification Number: https://doi.org/10.1362/026725705775194111
    Page Range: 1067-1078
    SWORD Depositor: Symplectic Elements
    Depositing User: Symplectic Elements
    Date Deposited: 29 Apr 2020 14:12
    Last Modified: 29 Apr 2020 14:12
    URI: http://shura.shu.ac.uk/id/eprint/23833

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