This is the trailer for Bioshock, the technique used in this advertisement is fear because they put you in the eyes of the main protagonist as he fights a giant with a saw attached to his hands. This induces fears because it feels like you are fighting the giant so it has more of an impact. The reason they decided to use fear is because it is selling a video game and an audience would play a video game for the experience so the experience you would experience is fear in the game.
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