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Types of Message Appeals

The book lists three main type of appeals in media: comparative advertising, fear, and humor appeals.
Comparative advertising when an ad for a company directly or indirectly mentions a competing company. This is mostly useful for new brands to set them apart from their competitors. Apple used this strategy with its "Get a Mac" campaign, poking fun at the Windows operating system. Phone companies are well known for this tactic.
Fear appeals are fairly common among drug prevention campaigns. This tactic elicits a fear response in the viewer making them want to avoid drugs in the case of antidrug ads.
Humor appeals are far more common and many people recall them easier than other types of appeals. This is the opposite of the fear response. These ads make you feel good while fear ads can intentionally leave a bad taste in your mouth.

This is one of the "Get a Mac" ads.

Most antidrug campaigns use fear tactics.

This Doritos commercial uses humor (like most Dorito commercials do)