A dental hygienist in an ad for toothpaste is quoted as saying, "If patients could see what I see, they'd all use Colgate Total." Since most everyone who goes to a dentist is worried about plaque, gingivitis, and cavities, and her statement implies other brands do a poorer job than Colgate Total at preventing dental problems, Colgate is using a(n) appeal.

Fear Appeal

Explanation:

  According to the given question, the Colgate is using the fear appeal advertisement process for the purpose of attract the customers towards their products and the services in the market.

 The fear appeal describe about a serious types of threats and problems based on the given situation for the purpose of engage the audience and customers on the basis of fear behavior.

The Colgate is using the dental hygienist for their advertisement so that they can provide the main factors for preventing the various types of dental issues or problems by using their brand or products.

 Therefore, Fear Appeal is the correct answer.