Jib Fowles’ “Advertising’s 15 Basic Appeals”. (adapted from Common Culture, ). In this essay, Jib Fowles looks at how advertisements work by examining. ADVERTISING’S FIFTEEN BASIC APPEALS by Jib Fowles. EMOTIONAL APPEALS. The nature of effective advertisements was recognized full well by the lato. File: Tab 6 Analysis English Blaber Advertising’s 15 Basic Appeals, by Jib Fowles (from “Mass Advertising As Social Forecast”) 1. 2. 3. 4. 5. 6. 7. 8. 9.

Author: Taulmaran Yokora
Country: Liechtenstein
Language: English (Spanish)
Genre: Environment
Published (Last): 9 May 2010
Pages: 424
PDF File Size: 2.70 Mb
ePub File Size: 19.59 Mb
ISBN: 268-9-24342-423-5
Downloads: 98956
Price: Free* [*Free Regsitration Required]
Uploader: Juzahn

Then, read the Fowles article. The summary should be about words. Advertisements have become an integral part in our day to day lives.

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.

Advertizing’s 15 Basic Appeals (by Jib Fowles) | Venturaenglish02fall09’s Blog

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:.

Fowles states that there are several unmet urges and motives whirling in our minds and advertisers towles 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. It is because of this filter, which society has subconsciously created, that advertisers try so hard apeals bombard us with as many ads as they can.


Writing and Reading Across the Curriculum. But you can order it from our service and receive complete high-quality custom paper.

Our service offers Advertising essay fowoes that was written by professional writer. If you like one, you jiib an opportunity to buy a similar paper. 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 Fowle, 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 jjb 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 ijb 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 jibb 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.