Fear and drive reduction Model:
Anti Smoking Campaign
![Picture](/uploads/3/9/4/6/39461201/5080602_orig.jpg)
The Fear and Drive Reduction strategy can be seen in the anti-smoking advertising campaign going on in the United States as well as many other countries. This image is from a campaign that the FDA launched in 2009. By printing grotesque pictures of what smoking can do to your body and those closest to you on the actual boxes of cigarettes, the FDA hoped to use fear and shock value to make you think twice about lighting up.
The Fear and Drive Reduction model operates on the principle of pleasure and pain; accordingly, people are more attracted to a rewarding situation then one that causes uncomfortable conditions. This ad campaign uses that avoidance of uncomfortable conditions to drive people away from cigarettes by printing photos on the boxes that would clearly upset the general public.
"Efficacy is the perception that the threat can be handled" (Larson, 2012, pg. 112). It operates based on the level of which a person perceives a threat to be at and at their perceived capacity to handle the threat. "If the negative outcome seems insubstantial to the receiver, then its effectiveness is likely to be negligible" (Larson, 2012, pg. 112). The FDA made the effects of smoking a very real and imminent danger by putting photos of those effect right on the box. By putting an otherwise unseen threat right in front of the consumer, a heightened awareness was created. The negative outcomes of smoking are substantial to any human being that values their life and the lives around them. Thus, they are relevant fears that require active avoidance.
The Fear and Drive Reduction model operates on the principle of pleasure and pain; accordingly, people are more attracted to a rewarding situation then one that causes uncomfortable conditions. This ad campaign uses that avoidance of uncomfortable conditions to drive people away from cigarettes by printing photos on the boxes that would clearly upset the general public.
"Efficacy is the perception that the threat can be handled" (Larson, 2012, pg. 112). It operates based on the level of which a person perceives a threat to be at and at their perceived capacity to handle the threat. "If the negative outcome seems insubstantial to the receiver, then its effectiveness is likely to be negligible" (Larson, 2012, pg. 112). The FDA made the effects of smoking a very real and imminent danger by putting photos of those effect right on the box. By putting an otherwise unseen threat right in front of the consumer, a heightened awareness was created. The negative outcomes of smoking are substantial to any human being that values their life and the lives around them. Thus, they are relevant fears that require active avoidance.