The Application and Implications of Fear Appeals in Short Videos for Beauty E-commerce

Short video advertising in e-commerce is rapidly gaining popularity, especially in the beauty industry. Many video creators rely on experience and intuition to strategically evoke user emotions in order to achieve effective marketing. This paper, framed within the theory of fear appeals, aims to explore the application of fear emotions in short videos for beauty e-commerce. It seeks to elucidate the inherent marketing logic of such videos and analyzes six commonly used forms of fear appeals from the perspective of video content composition. The study reveals that fear close-ups and the use of fear-inducing language are the most frequently employed techniques in this genre.