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.

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Regarding the use of emotional jjb Most ads have two types of content: Appeal to the desires in the minds of consumers 2. Provide information about goods or services being sold.

Advertisements can appeal to: The need for sex: Most of the time the need for attention gets misidentified as the need for sex. The need for affiliation: Connection to family, friends, a significant-other, and romance fall under affiliation.

15 Basic Appeals of Advertising by Jib Fowles

We are social creatures and want to be connected to others. The need to nurture: Often directed at women, but can play on fathers as well.


The need for fowls This is the opposite of the need to nurture; this is the need to be nurtured, protected, shielded, guided. The need to aggress: The need to achieve: This is tied to the desire to accomplish something difficult, to overcome obstacles, to attain high standards. Ads using sports heroes or uses superlatives — the best, the first, the finest — are playing with our need to succeed.

The need to dominate: The need for prominence: This is the need to be admired and respected. Products that advertise high status play with our need for prominence. The need for attention: The desire for exhibition is the most commonly used appeal in advertising and is often mistaken for the need for sex. Though connected, the appaels are not the same.


Clothing, cosmetics, and most personal care products advertise using this appeal. The need for autonomy: The focus is on independence and fowlss integrity of the individual. It is the opposite of the need for guidance. The Winston man — the solitary proud individual — is the epitome of this need.


The need to escape: Freedom, the desire to get out of social or work obligations, and the desire for adventure define this need. Vacation commercials or ads that play with the mundaneness of work nib to this need. The need to feel safe: Self-preservation is key to this need.

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

The need for aesthetic sensations: Aesthetic refers to art and beauty. It also refers to how something looks. Films, commercials, TV shows, buildings, people all can have a particular aesthetic.

Some ads appeal to our aesthetic tastes and artistry is part of all advertisement creation. The need to satisfy curiosity: We are curious by nature. New information or something to pique our curiosity will get us interested in a product.

FOOD ads appeal to our need to eat. Provide information about goods or services being sold Advertisements can appeal to: