15 basic appeals

Topics: Advertising, Want, Chocolate Pages: 2 (830 words) Published: October 30, 2013

English 101A

15 appeals essay
Advertisements are part of our everyday lives. From the moment that we step outside we are surrounded by ads posted on billboards to transportation to even blimps or jets painting the sky with car insurance propaganda. In the article, “Advertising’s fifteen basic appeals” Jib Fowels explains that the goal of the advertiser is to convince the consumer through physiological and psychological levels. By doing so the advertisement would have to include one or two of the basic appeals Jib Fowels listed in his article. A few examples of these are the need to nurture, the need for sex, need for escape or need to affiliate. As I read through a Women Health magazine 3 out these 15 appeals stood out to me the most.

The first appeal is the need to achieve, which is the ability to accomplish something difficult and succeed identifies the product with winning. Sports figures as spokespersons project this image. The first advertisement I’d like to point out is an ad about chocolate milk. The ad itself takes up two pages and is in black and white; everything but the glass of chocolate milk. In big white letters it says “My After” with a picture of ironman world champion Mirinda Carfrae drinking the milk. She is a fit and healthy young woman which allows consumers, more likely women, to want to be like her. Also that by drinking chocolate milk they can achieve her stunning physique. Another ad I noticed was one of a university, university of phoenix to be exact. This ad portrays a picture of an intelligent looking young woman walking down the street and right in the middle of the page she quotes “Instead of telling my kids how important education is, I am showing them.” This ad also targets the female audience by inspiring specifically women with kids by saying that it’s not too late to go to college. Women want to be like her and achieve their goals by attending college and being a role model to their children. The last ad is one...
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