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.
The society in which we are living has been shaped by the endless advertisements. This essay explains how Jib Fowles has analyzed the emotional appeals that advertisers use to shape the consumers physiological and psychological needs.
The essay also attempts to provide a brief explanation about the fifteen basic emotional appeals of advertising. The need for sex, affiliation, nurture and guidance are some examples of the basic needs that Fowles has considered in his study.
Emotional appeal can be further categorized in various different appeals, but following fifteen appeals are of maximum value: The need for sex: It is not necessary to show whole lot of sex in advertising, what is more important is how sensuously one portrays it in the advertisement.
Too much of sexual content sometimes becomes blare and effaces the information about the product. The need for affiliation: Showing things larger than life and linking viewers with a product is another appeal used by advertisers.
Predominantly these ads gratify the craving for associating with a product. The ads also use this in a negative way, by arousing the fear of rejection Fowles, The need to nurture: This appeal is commonly used towards females where small and innocent creatures like infants and pets are used to create an emotional appeal to the women to take care of them.
The need for guidance: Generally a parent-like figure is chosen to speak about a product to win the trust of the prospect. For example, Florence Henderson has been portrayed as an expert mom who knows about the advantages of Wesson oil and is suggesting using the same.
Advertisers generally commercialize the fact that the product is so good that it has been in existence for many years and thus people can trust it blindly. The need to aggress: Under this appeal, it is emphasized that a person has developed the feeling of retaliation because of the pressure of the real world.
These flames come forward as bursts of furor and combustion. This is not a common method of advertising as it builds a declinatory public image of the product. The need to achieve: In this appeal advertisers tries to enthuse people and pushes them to cross all barriers and to achieve high standards.
The need to dominate: The need for prominence: This appeal targets the need to enjoy fame and glory. The need for attention: This appeal targets the need to get noticed.
Advertisements of clothing and cosmetic industries are based on this appeal only. The need for autonomy: The need to escape: The need of break from social duties, liberty to relax and chill is the focus area under this appeal.
The need to feel safe: The need to feel safe and secure is focused in this appeal. The need for aesthetic sensations: The need of artistic feeling is the key area in this appeal. The need to satisfy curiosity: A need to enhance knowledge and exploring interesting facts about the world around us is the primary target in this appeal.
The need of food and drink is targeted under this appeal. Fowles states that there are several unmet urges and motives whirling in our minds and advertisers attack these urges and motives to influence consumers.
Number of methods like television, internet, sports, clothing and magazines etc are used for this purpose. According to him the endless advertisements in the society have made us resistant to these ads.• 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.
From the need to be affiliated in some way shape or form to the need for sex, advertising takes on everything to attract a customer who is looking to fulfill theses fifteen needs.
Jib Fowles talks about these appeals in his essay, "Advertising’s fifteen basic appeals.". 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).
Using good essay form, write a summary of the Fowles article, “Advertising’s Fifteen Basic Appeals”, in WRAC pp. The summary should be about words The summary should be . Oct 24, · Think of commercials and products you’ve seen advertised, and tell me if you see advertisers drawing on these appeals.
Advertising’s 15 Basic Appeals, by Jib Fowles (from “Mass Advertising As Social Forecast”) Need for sex– surprisingly, Fowles found that only 2 percent of the television ads, he surveyed used this appeal. It may be too blatant, he concluded, and often detracts .
View Advertising's 15 Basic Appeals from ENGL at Napa Valley College. In the following essay, Jib Fowles looks at how advertisements work by examining the emotional, sub-rational appeals that. “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 (). Advertising's Fifteen Basic Appeals In this essay, Jib Fowles explains that advertisers have two ideas in their ads: the product information and the emotional appeal in the minds of consumers.
Fowles has written other books on the effects of media on society such as “Advertising and Popular Culture” published in He is also a researcher, publisher, and professor in media.
“Advertising’s” has also appeared in “Mass Advertising as Social Forecast” by Jib Fowles.