Advertising

Good Essays
“Advertising’s 15 Basic Appeals” was written by Jib Fowles and published in 1982. Fowles has written other books on the effects of media on society such as “Advertising and Popular Culture” published in 1996. He is also a researcher, publisher, and professor in media. “Advertising’s” has also appeared in “Mass Advertising as Social Forecast” by Jib Fowles.
From the title, you can expect that this essay will explore the reasoning behind advertisements and why people like them. It is an appropriate title because Fowles breaks down each “appeal” he lists and explains why it is used to draw in audiences. This essay’s focus is about the techniques that advertisers use to appeal to audiences. Fowles got his ideas about the appeals from studying advertisements and using interviews by Henry A. Murray, a Harvard professor. Fowles separates the appeals into 15 parts and gives details on how each is used and how often. His purpose it to inform advertising, marketing and media students, and also other educators on how to us ads to appeal to the public. Also, he wanted to inform the general public on how they are being influenced. The target audience is mainly students who are studying media. Fowles does a good and effective job of getting his point across. His goal is to educate students and he does that well. His information is organized well, which makes the essay easy to understand. He uses a lot of details and examples to back up his points. Finally, Fowles ends his analysis by explaining to the reader how to look at ads for the things he wrote about. “Advertising’s Fifteen Basic Appeals” is a good resource for any student interested in learning more about the media. When looking at “Advertising’s” by Jib Fowles, the reader can easily see what each of his appeals is. He gives each appeal in a number list and describes each appeal in that list. This way of presenting information makes it very easy for the reader. Someone can simply pick and choose what parts of

You May Also Find These Documents Helpful

  • Good Essays

    15 Basic Appeals

    • 502 Words
    • 3 Pages

    Advertisements are part of our everyday lives. From the moment that we step into the world, we are bombarded with a society that has been shaped by advertising. In the article, “Advertising’s fifteen basic appeals”, (Prentice Hall, 1998), Fowles explains how advertisers try to influence consumers through various physiological and psychological levels.…

    • 502 Words
    • 3 Pages
    Good Essays
  • Good Essays

    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…

    • 611 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Air Rescue

    • 7498 Words
    • 30 Pages

    In the following essay, Jib Fowles looks at how advertisements work by examining the emotional, subrational appeals that they employ. We are confronted daily by hundreds of fads, only a few of which actually attract our attention. These few do so, according to Fowles, through "something primary and prim itive, an emotional appeal, that in effect is the thin edge of the wedge, trying to find its way into a mind." Drawing on research done by the psychologist Henry A. Murray, Fowles describes fifteen emotional appeals or wedges that advertisements exploit.…

    • 7498 Words
    • 30 Pages
    Powerful Essays
  • Better Essays

    “Advertising’s Fifteen Basic Appeals” is an informative and educational article, which is written by Jib Fowles, a professor of Communication at the University of Houston Clear Lake. This article first appeared in Etc. 39:3 (1982) and was reprinted in the college textbook - Advertising and Popular Culture (1996). In the “Advertising’s Fifteen Basic Appeals”, Fowles provides readers with a set of information that discusses how advertising contains certain unconscious emotional appeals which fall into fifteen distinguishable categories. Besides that, he also explains how advertisers try to influence consumers through various physiological and psychological levels. This article educates advertisers and college students who are majoring in advertising on how to make effective advertisements. Also, Fowles analyzes tactics that advertisers use and gives readers his opinions and suggestions on how to make an advertisement more effective (539-556).…

    • 1083 Words
    • 5 Pages
    Better Essays
  • Better Essays

    An advertisement is something such as a short film or a written notice shown or presented to the public in order to help sell a product. Jib Fowles, a professor from the University of Houston, wrote an article describing the emotional appeals of an advertisement. According to Fowles, “The continuous pressure is to create ads more and more in the image of audience motives and desires” (Fowles 33). The goal of the advertisements is to relate to the needs and desires of the audience. Although the Kindle ad and the Energizer ad both have relatable pictures, they have different appeals: The kindle ad uses appeals to the need to escape and the need to satisfy curiosity because it targets young adventurous people, while the Energizer headlight ad…

    • 1209 Words
    • 5 Pages
    Better Essays
  • Good Essays

    Advertising is everywhere we go; we see and hear advertising in magazines, newspapers, billboards, television, radio, internet, and even the classrooms. In the article, Kilbourne describes how advertising supports almost every communication, not by selling products to us but by selling us to the products’ manufacturers. Advertisers compete against each other for the opportunity to deliver their product to the consumers thru the media and companies are investing excessive amounts of money on psychological research in search of specific words and images necessary to capture the attention and money of consumers.…

    • 721 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    The article “Advertising” was about the history of advertising and how its survival depends on advertising. Some of its main points were, for example, it brought up the topic that advertising agencies must chose to whom and how they will present their advertising. Thinking about whether they want their ad to be seen many time by a small audience or seen a few time by a large audience. Another main idea was that when firms use major advertising campaigns that many other firms can afford them, these firms tend to dominate the market. The last point they talked about was the fact that firm that present unpleasant or negative advertising affect the media it was presented on. Which counteracts on the firm since with a smaller audience on the media it was presented on, the smaller the audience who see their ad.…

    • 285 Words
    • 1 Page
    Satisfactory Essays
  • Better Essays

    Image Analysis Essay

    • 1818 Words
    • 8 Pages

    Magazines are gaining in popularity nowadays as a tool not only to provide information, but also to advertise ads on products that are available on the market. Since magazines gain readers with different kinds of interest, what are the rhetorical strategies used by advertisers to market similar products to different target audiences of similar culture? Capturing the target audiences’ attention requires understanding about the audiences which open new avenues for many strategies to be used by advertisers to advertise an ad in order to make sure that the ad can actually capture the target audience. To describe or analyze the strategies used by advertisers, a variety of analytical tools, such as determining who the target audience is, describing the details in the ad, studying the Aristotelian appeals used by the advertisers, and also the angle of vision involved in the ad are needed to examine these strategies.…

    • 1818 Words
    • 8 Pages
    Better Essays
  • Satisfactory Essays

    Assignment 4

    • 369 Words
    • 2 Pages

    Clip an effective advertisement from a magazine or newspaper that relates in some way to the editorial or article. Through brainstorming, determine to what extent the ad depends on logos, ethos, and pathos. Make sure to consider the logical fallacies discussed in this chapter as well. After reviewing your brainstorming, devise a thesis that expresses your feelings about the ad’s persuasive strategies. Are they responsible or effective? Why or why not?…

    • 369 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Advertising

    • 551 Words
    • 3 Pages

    1. If M = the money supply; Y = real output, P = the price level, and V = velocity, which of the following equals the velocity of money?…

    • 551 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Everyday, we see advertisements all around us. Weather we choose to look at them or not, they are there. Reading from the text, “Advertisings Fifteen Basic Appeals” by Jib Fowles, talks about how advertisements manipulate the public. I have chosen to pick five advertisements of my own and will describe them and see, in my opinion, if these advertisements do manipulate me in any way. But not only will I examine these and give my opinion, I will describe them and tell what need it is targeting to get our attention the most.…

    • 905 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Advertising is a $125 billion industry that attracts the attention of the public. Advertising is used as a tool of persuasion in television, magazines, radio, billboards, and in-store displays. The incredible amount of money, artistic ability, and intellectual energy spent on advertisements helps us understand the great power of the media and the advertiser’s ability to control their viewers.…

    • 1272 Words
    • 6 Pages
    Good Essays
  • Good Essays

    The birth and growth of the media age has paved the way for numerous outlets for advertising. Millions of people reading magazines, watching TV, listening to the radio and surfing the web are constantly bombarded with ads for different products or services. Although the creation of media has given us great power and knowledge, we see its consequences in our personal lives and in society as a whole. Advertising has negatively affected society through its use of false claims and manipulation, influencing the next generation of consumers.…

    • 628 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Cited: Fowles, Jib. "Advertising 's Fifteen Basic Appeals." Common Culture: Reading and Writing about American Popular Culture. Ed. Michael F. Petracca and Madeleine Sorapure. Englewood Cliffs, New Jersey: Prentice Hall, 1995. 58-76.…

    • 2047 Words
    • 9 Pages
    Powerful Essays
  • Good Essays

    In society it seems that everywhere we look we are surrounded by advertisements whether it is television commercials, billboards or advertisements. Obviously, the main purpose of advertisements is to get the consumer to purchase the product. Print advertisements are an extremely effective way to reach a mass audience because the advertisements are in print, the use of color, text and photography are all key factors in luring the consumers in to buying their product. Advertisements cannot simply attempt to sell the product in question; they must make it appeal to the consumer. It is important that advertisements not only attempt to make the product they are trying to sell clear but also to actually make the advertisement mean something to us, the consumer.…

    • 1368 Words
    • 6 Pages
    Good Essays