Jim Fowles Advertising's Fifteen Basic Appeals

Advertising in a mass consumer society such as America is a very competitive industry. Advertising companies continually come up with new and more creative techniques of increasing sale. Advertising companies decide which group of people would be more attracted to a specific product and link that product to the feelings of excitement and anxiety of the targeted customers. The ads are carefully crafted bundles of images, frequently designed to associate the product with feelings of pleasure stemming from deep-seated fantasies and anxieties (Craig 197). For example, usually advertisements of beer and cars demonstrate masculine men, loners and free of

Advertising is everywhere, but does it affect us as much as advertisers might like? I find myself pondering if it was the commercials between my favorite TV show and the ads in my favorite magazine that encouraged me to buy Kotex feminine hygiene products. Or was it my own wants governing me to purchase. According to Jib Fowles’ article “Advertising’s Fifteen Basic Appeals”, “There is no evidence that advertising can get people to do things contrary to their own self-interests” (567). Although this discovery hasn’t stopped American businesses from spending billions of dollars annually on advertising. With this in mind, Kotex hasn’t needed to change their appeals too much, their products are a necessity for women, but obviously with their good

Coming from commercials, newspapers, movies, and magazines, advertisements are one of the most prominent things that we get bombarded with on a daily basis. The problem with a lot of people including myself is that we fall victim to the manipulation of the advertising sharks and their devious tricks. In the article ‘Advertising’s 15 Basic Appeals’ by Jib Fowles, the author describes how advertisers will use 15 basic emotional appeals in order to get you to say ‘I want and need that!’ In National Geographic, a historical, anthropological, discovery-based magazine, advertisers focus their energy on the middle-aged, middle-class, educated audience, who want to improve not only their intellectual integrity, but also improve their families lives if the readers can help it. National Geographic advertisers can do this by appealing to the readers’ basic needs for achievement, nurture, and guidance.

In the article “Types of Messages Appeals”, author Michael R. Solomon talks about four types of major replacements to communication. Firstly, he mentions about “Emotional Versus Rational Appeals”. It focuses on the consumer’s need for practicality and functionality in products. These advertisements help consumers to understand the benefits that associated when they purchase the products. For example, the Crest Pro-Health company shows benefits for customers, so they can pay attention and more likely to buy the product. Secondly, Solomon talks about sex appeals. Although sex appeals capture attention, it seldom promotes product consumption. Nudity advertisement has different result about making consumers buy products. In addition, a female

People take in all sorts of advertisements from all around them every day, from weight loss solutions to new gaming apps. We are all surrounded with different advertisements where ever we go, in airports, hospitals, even our schools. Companies have strategies to get people of all ages to want their product. The main question is, how do they actually get people to buy their product? The birth of an ad requires a lot of hard work, in order to have a successful launch. Companies spend copious amounts of money, as well as time, to get achieve their number one goal, making money. Nike, a very popular company around the world, has clearly accomplished their dream. Nike has made a lot of advertisements throughout the years, in which now they have several strategies to get people to want the products they make. They include certain appeals in their ads that make the customers feel the need for their products. For example, the need to achieve and dominate take place in several of Nike’s advertisements, which actually get people to want their products. It is not known but Nike, and countless of other companies, include much more in their advertisement than just the product using emotional seductiveness, to have a successful product.

Different strategies are used in all advertisements. Every aspect of the advertisement is strategically planned to appeal to the audience. For example, an advertisement that does a great job of using sex appeal to reach its audience is “Carl’s Jr all natural burger”. This ad appeared during the super bowl forty-nine, and it was a big hit. The ad features ,22-year-old model buxom, Charlotte McKinney. Throughout the video it shows her walking through the town and appearing as if she is nude. She gets all the attention from the guys in the town as she saunters past. in one scene there’s a man reaching for a tomato as she walks by, she turns around and gives him a flirty look and it emerges as if he is grasping her gluteus. At the end she appears in a bikini nearly nude “I love going all natural,” she purrs, opening wide to take a bite out of a big, juicy, “all natural” hamburger. Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.

Many advertisements of Calvin Klein display sexual images. A recent advertisement shows an actor, Klara Kristin, sitting on a red carpet and posing in a sexual way. She is wearing a transparent dress and a pair of white knee socks. A black bra and underwear inside her transparent dress can be seen. On the advertisement campaign is a message that says” I seduce in hashtag my Calvins.” The word “seduce” is underlined. The word “seduce,” the seductive dressing, and sexual posture of Klara Kristin shows the emotional appeal, the need for sex. This will appeal to mostly younger women. The word “seduce” and the sexual posture of Klara Krisitn will lead younger women to think about sex, driving them to purchase a Calvin Klein transparent dress, bra,

Advertising tells us about our society: our society is dominated by a belief in magic. It is magic systems whereby material goods have the immense power of transformation it also discuss cooperation marketing strategy explicitly and puffery brings their audience into the world of fantasy. A perfect example of these analyzes would be the Budweiser advertisement. These radio ads evoke excitement, and it provokes the needs of affiliation. These announcers are usually men’s who play the role of a comedian. In this instance, we would use the radio outlet. In movies, commercial and on billboards, advertisers use technique such as close shot angles and attractive females and males to highlight the idea of belonging to a social group is fun and by buying their product you will be amongst the cool crowd. The message surrounded by alcohol is fun, sexy, desirable and harmless. Alcohol is

Advertisements are made to sell products. And who better to sell these products to than tweens and teens. If they are won over today, they may become long-term customers. Tweens and teens also have a big influence on household spending, so anything goes. Advertisers will get you to buy by getting into your head. More than anything in the world teens/teens want today is to fit in, they want to be considered attractive and don’t want to be considered a dork. Advertisers use this to win you over. Ads give the impression that you can become talented by wearing certain clothing. For instance, an ad showing Simone Biles wearing a certain brand of leotard winning a gold medal would imply that if you wear this brand of leotard you too, can become

Media is a powerful tool as most of the information that is transferred, shared or exchanged in the world happens via the media. One of its greatest purposes is advertising, which is a form of communication that is always intended to influence its viewers, listeners or readers to purchase a specific item, product or service as opposed to another. Even though many people don’t seem to realize it, advertisements, and especially television advertisements, are very powerful and are designed to affect our decisions (Schiffman 29). A lot of them use the power of sensualization because they know that sex sells; they try to convince the potential buyer or consumer that using a certain product or

An array of young models, each idealized and every one showing themselves off in a beautiful, yet sexual stance. The focus on flowing dark hair and thin bodies draped with trendy clothes that in some cases leave a lot of skin to be seen and admired. The idea of perfection personified through facial expressions of self-confidence and uncompromising appearances in each image. These are just a few ways in which Calvin Klein’s ad campaign tries to attract costumers. Attempting to convince the public that Calvin Klein clothing will look as impressive on anyone and will have people staring in envy like many do at the ads is the technique being used in this ad campaign along with many other aspects such as the setting, the outfits, and the

"Advertisers can show how their products help meet those needs and desires. Whether we like it or not, products play a role in society’s intimacy equation" (University of Georgia 's Tom Reichert). Sex sells for a good reason. It has been used in advertising for over 100 years, partly because of human 's pre-programmed response to images of any kind that are sexual or erotic in nature. It is the strongest used influence in advertising. Some behavioral experts believe that our prehistoric brains respond to two specific primal urges, food and sex. Sex appeal creates a reaction in the listener or viewer that compels them to purchase certain advertised products. Some claim that sex in advertising is the number one reason for increased consumer

Persuasion can be used as one of the most influential ways to convince people to do anything. A key way to using persuasion is to influence the audience; there is always a catch. The persuader intends to influence the persuadee to their means to an end or goal. Companies use persuasion in many around the world. Persuasion is worldwide, companies are not the only ones that use it. Children use persuasion daily to convince their parents as well as students with their professors. As previously mentioned, the act of persuading will always have an end goal. More importantly, there is a process to persuasion especially in advertising.

Advertising has been around for centuries, mostly beginning in the late 1800’s and early 1900’s. The idea of advertising grew massively in the 1920’s just after the end of World War I when the roaring twenties had just begun and America was moving into a more progressive and modern era. As described in “Part 1: Happiness Machines” in The Century of the Self, this period marked a rapid increase in development of department store chains. Sigmund Freud’s nephew, Edward Bernays, and “father of public relations,” was told to “produce the new type of custom,” to advertise in a way that would “appeal to the masses.” The narrator goes into detail of how Bernays began to display advertisements next to articles in publications in addition to paying celebrities to sell products by promoting them as needs rather than wants. He then goes on to say how Bernays claimed to be the “first person to tell car companies” that cars could be marketed to males as “symbols of male sexuality.” This was done by objectifying women to sell the cars and displaying cars to flaunt a man’s wealth and success. To this day, cars are considered to represent masculinity. Both methods of marketing to a specific gender and using current celebrities for product endorsements are still commonly seen today. Two print advertisements that show these methods are a watch ad of NFL star quarterback, Tom Brady, in an ad for Tag Heuer and film actress, Kate Winslet, in a similar watch ad for Longines. Although these

One often hears the phrase, “sex sells” when it comes to advertising. This is when advertising is the uses a sexually provocative or erotic imagery (or sounds, suggestions, and subliminal messages) that are specifically designed to arouse interest in a particular product, service or brand. Typically, sex refers to beautiful women and progressively handsome men are used to lure in a viewer, reader or listener, despite a weak a non-existent link to the brand being advertised. If a men is physically fit and is shirtless, many women are going to stop and take a look at the photo, despite not knowing what they are trying to sell.