Commercials for international aid organizations that show children living in extreme poverty are appealing to the viewers' sense of pity. This marketing technique is known as the "Emotional Appeal" and is one of five major influencer factors in advertising. The viewer is meant to see the commercial and become sad enough to want to help. A bandwagon would be if everyone else was helping out the poor children so you decided you might as well too. Deep-seated fears is not a real technique, but it could be loosely tied to the emotional appeal. There would be no sense of belonging in this particular context.