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Title: Exploratory study of the effectiveness and ethics of fear oriented advertising in Singapore
Authors: Lim, Yii Fan
Oh, Li Fong
Ng, Yune Yen
Keywords: DRNTU::Business
Issue Date: 1999
Abstract: Our study aims to explore two broad issues in relation to advertising used in the modern world. One is the ability of advertisement to manipulate the vast range of human fears needs and the other is the ethical implication of this indictment. We have narrowed our study to the use of fear appeals as a form of manipulative advertising due to time and other constraints.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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