Jib Fowles Advertising Fifteen Basic Appeals

Summary of the “Advertising Fifteen Basic Appeals”
In his article, “Advertising Fifteen Basic Appeals," In Etc, 1982, Jib Fowles discussed the psychology of advertising. Under the appropriate cases, emotional appeals mainly work out well when advertisements are created in a way, which is more of an image of what the audience likes and desires most. In addition, commercials are there to satisfy us in some way. They try as well to make things perfect and, practice needs for appeals to use. An advertisement completely conveys information through the use of specific selected images designed to stimulate one’s lusts whereby the greater part of these appeals are contained in the articles on communication e.g. artworks. Under facts, visual captures the most primary part of the brain thus they are clearly understood since they make sense. Most advertisements usually have appeals based on customers’ minds and the other critically including attractive information related to the product which makes it understandable. Those behind advertising always have these thoughts in them; they are after unique selling, high recall ratings, and ideal media
The need for autonomy touches the integrity of a specific individual and self-endorsement, while the need to escape occurs where one needs to elope or have adventures or while seeking rest. Everybody needs the assurance of being safe and this is covered by the appeal of the need to feel safe. Aesthetic elements make individuals sensitive to artworks since the virtual ground is what covers the pleasing part fully. Information should be reliable in which anticipation and curiosity are fully satisfied and all these needs should be directed on one main direction; satisfying the human needs fully which is covered under the physiological needs