Excerpt from Common Culture:
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.
Fowles affirms that advertisers base their work on two main ideas: The first is the appeal to deep-running drives in the minds of consumers.
The second is information regarding the goods or service being sold". The writer presents a classification of 15 "basic appeals" originally created by Henry A. Fowles believes these basic appeals happen to be an essential part of the American advertising.
These appeals, according to Fowles and to Murray are directed to those "unfulfilled urges and motives swirling in the bottom half of our minds". For instance, the need for affiliation, attention, to feel safe, aesthetic sensations, guidance, sexautonomynurture, guidance, to aggress, prominence, to satisfy curiosity, and physiological needs such as food, drink, and sleep, are one of the basic needs included in the list.
According to Fowles, the need for sex is the most controversial need of the list. This need has been much written about, due to its provocative character. Lately, this appeal is more likely avoided. It may be too offensive, and often distracts from the implicit message of the advertisement.
To support his concepts, Fowles examined several advertisements, judging that some of them presented positive images "two women confide and drink Maxwell house coffee together [ This approach need of affiliation is widely used in advertisements.
People worry more about their social life and have raised a "phobia" of losing friendsThe writer presents a classification of 15 "basic appeals" (originally created by Henry A. Murray), that appeal to the consumer's caninariojana.com believes these basic appeals happen to be an essential part of the American advertising.4/4(1).
Examples of emotional appeals in advertising include ads designed to make people fear the consequences of their actions, such as being fined for not wearing a seat belt. Others encourage consumers to join the crowd, such as ads that highlight the popularity of a product.
Advertising’s 15 Basic Appeals (adapted from Mass Advertising as Social Forecast by Jib Fowles) 1. Need for sex - Fowles’ research suggests that only a small percentage of ads directly use this appeal; most ads which appear sexual in nature often use another appeal to .
The trick to advertising with emotional appeals is to walk the fine line between being informative and being emotional. However, the words you use should favor emotion more than information.
That means cut back on the jargon and industry terms and focus more on words that paint a picture and inspire action. An emotional advertising appeal depends more on feelings and perceptions than logic or reason to provoke action.
Personal Appeal This print ad by Gillette not only uses mixed media to catch attention (sandpaper in a magazine), but also appeals to personal concerns of fathers. Advertising is an art that employs different approaches in winning the attention of the customer and, subsequently, the decision to buy.
Every ad is a variation of the other and often represents basic appeals that target the customer. This is an analysis on two ads. Using the research done.