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

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

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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.

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Official URL:

https://www.tandfonline.com/doi/abs/10.1362/026725...

Uncontrolled Keywords:

1505 Marketing; 1504 Commercial Services; 1503 Business And Management

Page Range:

1067-1078

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Identification Number:

10.1362/026725705775194111

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