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

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: 18 Mar 2021 01:52
URI: https://shura.shu.ac.uk/id/eprint/23833

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