Appeal to fear

An appeal to fear (also called argumentum ad metam or argumentum in terrorem) is a logical fallacy in which a person attempts to create support for her or his idea by increasing fear and prejudice toward competitor. The appeal to fear is extremely common in marketing, and politics.

Logic

This fallacy has the following argument form:

Either P or Q

Q is fearsome

Therefore, P is true.

The argument is invalid. The appeal to emotion is used in exploiting existing fears to create support for the speaker's proposal, namely P. Also, often the false dilemma fallacy is involved, suggesting P is the proposed idea's sole alternative.

Fear, Uncertainty and doubt

Fear, uncertainty, and doubt (or FUD) is the appeal to fear in sales or marketing; in which a company disseminates negative (and vague) information on a competitor's product. The term originated to describe misinformation tactics in the computer hardware industry and has since been used more broadly. FUD is "implicit coercion" by "any kind of disinformation used as a competitive weapon." Eric S. Raymond, "The Jargon File: FUD". FUD creates a situation in which buyers are encouraged to purchase by brand, regardless of the relative technical merits. Opponents of certain large computer corporations state that the spreading of fear, uncertainty, and doubt is an unethical marketing technique that these corporations consciously employ.

Image wars

Although FUD was originally attributed to IBM, the 1990s saw the term become often associated with industry giant Microsoft and Apple Computer. The Halloween documents (leaked internal Microsoft documents whose authenticity was verified by the company) use the term FUD explicitly to describe a potential tactic against Open source software. Open Source Initiative. "Halloween I: Open Source Software (New?) Development Methodology" More recently, Microsoft has issued statements about the "viral nature" of the GNU General Public License (GPL), which Open Source proponents purport to be FUD.

As persuasion

Fear appeals are often used in marketing and social policy, as a method of persuasion. Fear is an effective attitude changer, especially fears of social exclusion, and getting laid-off from ones job.Solomon. Zaichkowsky, Polegato. Consumer Behaviour Pearson, Toronto. 2005 Fear appeals are nonmonotonic, meaning that the level of persuasion does not increase in proportion to the amount of fear that is used. A study of public service messages on AIDS found that if the messages were too aggressive or fearful, they were rejected by the subject; a moderate amount of fear is the most effective attitude changer.
Noam Chomsky, among others (incl. Marilyn Manson, and Adbusters), have suggested that the appeal to fear plays a role in social oppression on a large scale. According to this belief, political institutions and the mass media use the appeal to fear to foster conformity and maintain the status quo.

Examples

"Nobody ever got fired for buying IBM"
"If we don't introduce National ID cards, the terrorists have won."
"If the defendant is acquitted, there will be riots. Therefore, he should be found guilty."
"You don't want Mr Jones to come back, do you?"- example of fear-based propaganda from "Animal Farm" by George Orwell
"Believe in God or burn in Hell." (this also uses appeal to force)
"You should stop drinking unless you want to die young like your father."
"If you don't graduate from high school, you'll always be poor."

External links

Propaganda critic: Fear appeal

References

Appeals to emotion

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