Another father counts pennies with his young son as the subject of New York Life Insurance comes up. An ad for Chimere perfume incorporates two photos: The need for autonomy: The first is the appeal to deep-running drives in the minds of consumers.
To overcome obstacles and attain a high standard. The second is information regarding the goods or service being sold". The need to achieve 7. The need to aggress 6. For example, if an ad features a partially undressed female, this would typically signal one appeal for readers of Penthouse need for sex and another for readers of Cosmopolitan need for attention.
The clothing and cosmetic industries exist just to serve this need, and this is the way they pitch their wares. We are careful about our health.
The second is information regarding the goods or service being sold: Robert Young recommends Sanka coffee, and since we have experienced him for twenty-five years as television father and doctor, we take his word for it.
Contrary to impressions, unambiguous sex is rare in these messages.
The need for guidance can be invoked by Michael Landon, who plays such a wonderful dad on "Little House on the Prairie"; when he says to buy Kodak equipment, many people listen.
When Emma says to the Fruit-of-the-Loom fruits, "Hi, cuties. We may be loath to admit it, but the child lingers on inside every adult-and a good thing it does, or we would not be instructable in our advancing years.
For example, the reader of a brassiere advertisement sees a partially undraped but blandly unperturbed woman standing in an otherwise commonplace public setting, and may experience certain Sensations; the reader also sees the name "Maidenform," a particular brassiere style, and, in tiny print words about the material, colors, price.
The reason this appeal is so little used is that it is too blaring and tends to obliterate the product information. Lo and behold, Anacin pills have more milligrams than its competitors; should we wonder if this is better or worse for us?
It is clear that these ads work. Should this occur, the product information comes along behind. If the viewer of an advertisement actually has the importuned motive, and if the appeal is sufficiently well-fashioned to call it up, then the person can be hooked.
Whole books have been written about this one alone, to find a large audience of mildly titillated readers. This approach need of affiliation is widely used in advertisements. Morning Breath" that causes the male and female models to avert their faces.
In this sort of communications activity, neither party can be said to be the loser. It is good to keep in mind that many of the purchases which might be credited to these ads are experienced as genuinely gratifying to the consumer We sincerely like the goods or service we have bought and we may even like some of the emotional drapery that an ad suggests comes with it.
It has sometimes been noted that the most avid students of advertisements are the people who have just bought the product; they want to steep themselves in the associated imagery This may be the reason that Americans, when polled, are not negative about advertising and do not disclose any sense of being mis-used.
The need to nurture: These times, it appears, are not so egalitarian after all. The product in the ad may then appeal to take on the semblance of gratification for the summoned motive. While there may be several ways of classifying these appeals, one particular list of fifteen has proven to be especially valuable.
We drink Budweiser because it is the King of Beers, and here comes the powerful Clydesdales to prove it. James Garner for Polaroid cameras is put in a similar authoritative role, so defined by a mocking spouse.
The volume of advertising may be an irritant, but the product information as well as the imaginative material in ads are partial compensation. When advertisers put forth the image of something diminutive and furry, something that elicits the word "cute" or precious," then they, are trying to trigger this motive.• Advertising’s Fifteen Basic Appeals (by Jib Fowles) Essay 1: Analysis In academic writing and research, being able to read and engage a piece of writing intellectually is a necessary skill.
“Advertising: 15 Basic Appeals” by Jib Fowles (from "Mass Advertising As Social Forecast") 1.
Need for sex- surprisingly, Fowles found that only 2 percent of the television ads, he surveyed used this appeal. 2. Need for affiliation - This appeals to the our need to belong to groups and not feel left out (rejection).
The implication is that if you buy this product, you will be part of a community. Also appeals to the audience through the use of couples, families, and other people who are together in some way.
3. An Analysis of Jib Fowles Essay, "Advertising's Fifteen Basic Appeals" PAGES 2. WORDS View Full Essay. More essays like this: jib fowles, advertisings fifteen basic appeals, anchor blue, its a free county dress accordingly.
Not sure what I'd do without @Kibin Sign up to view the rest of the essay. Read the full essay. “Advertising’s Fifteen Basic Appeals” is an informative and educational article, which is written by Jib Fowles, a professor of Communication at the University of Houston Clear Lake.
This article first appeared in Etc. () and was reprinted in the college textbook - Advertising and Popular Culture (). This summary is about Jib Fowles essay ; "Advertising's fifteen basic appeals ".
In his essay, Fowles shows the effects of advertising on our daily lives throughout a large analysis of the methods and strategies adopted by advertisers to appeal consumers.4/4(1).Download