Appeal to Fear

3.) This advertisement uses appeal to fear because it's trying to tell women that if they want to drink like men(binge drink) then they're going to end up looking like that person in the picture. It's trying to tell women that binge drinking will destroy their good looks, therefore scaring women into not binge drinking if they want to keep looking good. It's not giving any evidence or statistics stating that if you drink like a man you really will start looking like one, and what about the people who binge drink and don't look any different at all? It's like saying that if you are a woman you should stop binge drinking...or else you will look like that. It is scary to think that if you binge drink you will look like that, (not saying that men are ugly), and so that's how they are trying to convince their audience, through fear. They know people want to look good and by trying to scare them into thinking that they will lose their looks by binge drinking then they are trying to convey their argument by appealing to fear.