If you are experiencing problems downloading PDF or HTML fulltext, our helpdesk recommend clearing your browser cache and trying again. If you need help in clearing your cache, please click here . Still need help? Email help@ingentaconnect.com

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

$54.78 plus tax (Refund Policy)

Buy Article:

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.

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

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725705775194111

Publication date: November 1, 2005

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more