The thesis of this paper seeks to emphasize the importance of creativity in marketing advertising of products and/or services, and points to the enormous impact of advertiser appeal in advertising. It featured the division of advertisement appeals to emotional and rational appeals, and it chose the appeals for fear as the main theme of this work. Using appeal to fear is very frequent and efficient. Research shows that ads which contain appeal to fear are more memorable and recognizable than those that contain other forms of appeal. The theoretical basis of the appeal to fear is presented as well as its practical application. In the course of the paper, research was conducted to determine the opinions and attitudes of the respondents about the use of appeal to fear in advertising and whether they think that appeals to fear that are using high levels of threats and fears are more successful than those who use less or medium levels of threats and fears. Research has shown that respondents believe ads with high levels of threats and fears are less successful than those who use less-medium levels of threats and fears, as opposed to other empirical researches presented in the work.