REBOLLO BUENO, SARA

No

Handb. of Res. on the Future of Advert. and Brand. in the New Entertain. Landsc.

Capítulo de un Libro

Científica

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https://www.scopus.com/inward/record.uri?eid=2-s2.0-85147643017&doi=10.4018%2f978-1-6684-3971-5.ch011&partnerID=40&md5=f1dc175e4d445f1447be91749fbc5cd0

01/01/2023

2-s2.0-85147643017

10.4018/978-1-6684-3971-5.ch011

This chapter discusses the role played by the emotion of fear in the advertising output of security companies. Its importance lies in the fact that these companies are selling security and protection as brand values in their advertising, while their audiences receive through branded information possible threats that lie in wait. The advertising strategies of Spanish companies Securitas Direct and Prosegur are analysed, both of which provide different solutions to the same threat, using the emotion of fear. © 2023 by IGI Global. All rights reserved.

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