Measurement of the attractiveness of fear appeal factor with brain imagining technique that is used in anti-smoking television advertisements

Effectiveness of advertising is one of the issues in a very precise which businesses stand on. Various attractiveness factors are used in order to increase the effectiveness of advertisements. Fear appeal is one of these factors. The survey is on effectiveness of the fear appeal that is used in anti smoking advertisements. fNIRS device used for effectiveness measurement and through measured effectiveness levels of this kind of advertisements according to state of the concentration of the blood in the brain. The survey method was used to encourage datas from fNIRS device. Anti smoking advertisements are effective which in the light of the information obtained from fNIRS data, intended suffering and disease garnished with visual and audio effects, captured clearly shows the anguish, can induce sensations in the tracker such as pain, fear, horror etc. In the study, fNIRS (brain imagining) and face to face survey were used as a method of data collection. Frequency Analyze and Crosstab Analyze with the help of SPSS software was used analyses of the survey data; Generalized Linear Model was used analyses of the fNIRS data. KEY WORDS: Advertising, Fear Appeal, Anti-Smoking Advertising, fNIRS,Neuromarketing.