What is the primary tactic in ads suggesting a negative consequence unless a specific product is used?

The primary tactic in advertisements suggesting a negative consequence unless a specific product is used is known as a fear appeal. This technique involves creating a sense of anxiety or concern about potential dangers or negative outcomes that could occur if the audience does not take the advertised action, such as purchasing the product. By presenting a threat or fear, the advertisement aims to motivate individuals to act in order to avoid the feared consequence.

Using fear as a persuasive tool can be effective because it taps into basic human emotions, making the audience more receptive to the message. For example, a commercial might highlight the risks of dental problems associated with not using a particular toothpaste, thereby instilling a fear of poor oral health that can be mitigated by choosing their product.

This tactic is commonly employed in various forms of advertising, particularly in health, safety, and financial sectors, where the stakes of ignoring the product can seem significant.