I found this Bayer advertisement that is a perfect example of a bad argument that appeals to certain health fears that millions of humans face. Basically, the argument this advertisement is trying to state is, "If you don't take Bayer, you'll have a heart attack like this random father with his kid." It doesn't tell us if this random individual that was quoted had any family history of heart problems or if this person lived an unhealthy lifestyle of bad food/no exercise.
The football and "father-son" moment would instill fear into any father out there who has a child. As humans, all of us remember the past and usually ponder what the future may hold for us. Health issues are usually the main focus when thinking about the future, which is why most advertisements related to health care, a recalled drug, or new advancements in medical technology use an appeal to fear.
http://www.google.com/imgres?imgurl=http://www.druglibrary.org/schaffer/heroin/heroin.gif&imgrefurl=http://www.druglibrary.org/schaffer/heroin/bayerheroinad.htm&h=864&w=555&sz=19&tbnid=fCw7DNeZuj0rhM:&tbnh=90&tbnw=58&zoom=1&docid=mmbbgrK73iwscM&hl=en&sa=X&ei=gfe1TpvfHeSZiQKAnoRc&ved=0CDYQ9QEwAg&dur=187
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