Compare and contrast the uses of the emotional appeals of sex, humor, and fear in advertising. What are the strengths and weaknesses of each?

What will be an ideal response?

a. Sex appeals—although the use of sex does appear to draw attention to an ad, its use may be counterproductive to the marketer. A provocative picture can be too effective, attracting so much attention that it hinders processing and recall of the ad's content. Female nudity in print ads generates negative feelings and tension among female consumers, while men's reactions are more positive. Sexual appeals appear to be ineffective when used merely as a "trick" to grab attention. They do, however, appear to work when the product itself is sexually related, such as perfume.
b. Humorous appeals—they are often effective for improving recognition, but tricky. Humor is very subjective, culture-bound, and may interfere with the processing of product attributes. Subtle humor usually is better integrated with product information.
c. Fear appeals—emphasize the negative consequences that can occur when the consumer changes a behavior or attitude.