Thinkings: Advertising's appeal to pride and fear
"Todd Sampson never fails to deliver on one particular thing with every episode of Gruen - that of 'fear' - the all consuming, underpinning emotion that drives a truckload of consumer purchase decisions. In fact, he reckons 99 per cent of advertising utilises fear in this way and he unfailingly refers to it in each episode. The fear of not being cool enough, pretty enough, strong enough, wealthy enough... or in the case of last night's installment, the fear of being embarrassed, as only women can be... is the thing that tugs at the insecurities of viewers and is of great psychological interest to us, not to mention advertisers."
- Sonia Caeiro, editor, Australian Creative magazine.