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

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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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Keywords: FEAR; MARKETING COMMUNICATIONS; POLITICAL MARKETING; RHETORIC 2005 UK GENERAL ELECTION

Document Type: Research Article

Publication date: 01 November 2005

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