Foul Smells Aren’t Nice

Marketing professionals use the fear appeal advertising tactic to more or less instill fear in the end-user. The angle is that the person risks being the cause or victim of extreme repercussions if they don’t donate to particular causes, pay for certain services, or buy a given product. 

The main aim is to evoke an emotion that compels someone who encounters the marketing material to buy into what is being sold. This particular ad campaign plays on the psychology of female consumers by attacking their looks. The appalling message is that a woman might have nice teeth, eyes, and hair but the charms are wasted if she makes the huge mistake of using the wrong deodorant.