An example of Fear Appeal is when an ad against smoking showcases an old man with rotting black lungs. This is a fear appeal because these ads tend to show very graphic and grotesque depictions of the consequences of smoking. Anyone would be grossed out by seeing these images. Another example of fear appeal is the Red Scare. The Red Scare in general lasted from the 1915s to the 1960s. This was the rise of anti-communism, anarchism, and leftist sentiment. This is a fear appeal because the government used the red scare to justify many wars, explaining that America and the world need protection from communists.

An example of humor appeal is the STATEFARM advertisements. Their main premise is that no matter what time of the day or what condition, a STATEFARM employee will always be within reach. That is why the ads consist of ridiculous situations like calling an employee in the middle of the night but the STATEFARM employee always answering. Another example is the Snickers ads. Their slogan is “you’re not you when you’re hungry” which means you can be in a different mood when your sugar is low, that’s why you should have a Snickers when that happens. The ad takes that slogan literally, transforming someone into a different person after they eat a snickers bar.