| Title | Selling (In)security: The fear/hope binomial as a security company branding strategy |
|---|---|
| Authors | REBOLLO BUENO, SARA |
| External publication | No |
| Means | Handb. of Res. on the Future of Advert. and Brand. in the New Entertain. Landsc. |
| Scope | Capítulo de un Libro |
| Nature | Científica |
| Web | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85147643017&doi=10.4018%2f978-1-6684-3971-5.ch011&partnerID=40&md5=f1dc175e4d445f1447be91749fbc5cd0 |
| Publication date | 01/01/2023 |
| Scopus Id | 2-s2.0-85147643017 |
| DOI | 10.4018/978-1-6684-3971-5.ch011 |
| Abstract | This chapter discusses the role played by the emotion of fear in the advertising output of security companies. Its importance lies in the fact that these companies are selling security and protection as brand values in their advertising, while their audiences receive through branded information possible threats that lie in wait. The advertising strategies of Spanish companies Securitas Direct and Prosegur are analysed, both of which provide different solutions to the same threat, using the emotion of fear. © 2023 by IGI Global. All rights reserved. |
| Universidad Loyola members |