...The Critique of “Advertising’s Fifteen Basic Appeals” Advertisements are part of our daily lives and they are inextricably linked. Since we were young, the world was at our fingertips, bombarded with a society that has been shaped by advertising. Advertisements make a great impact in our lives that influence our decision-making and buying habits, even changing our perception of certain products or services. “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). To provide a good source of information, the author himself should be credible in order to make readers believe that his article...
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...ADVERTISING'S FIFTEEN JIB FOWLES* BASIC APPEALS Emotional Appeals THE NATURE OF EFFECTIVE advertisements was recognized full well by the late media philosopher Marshall McLuhan . In his Understanding Media, the first sentence of the section on advertising reads, "The continuous pressure is to create ads more and more in the image of audience motives and desires ." By giving form to people's deep-lying desires, and picturing states of being that individuals privately yearn for, advertisers have the best chance of arresting attention and affecting communication . And that is the immediate goal of advertising : to tug at our psychological shirt sleeves and slow us down long enough for a word or two about whatever is being sold . We glance at a picture of a solitary rancher at work, and "Marlboro" slips into our minds . Advertisers (I'm using the term as a shorthand for both the products' manufacturers, who bring the ambition and money to the process, and the advertising agencies, who supply the know-how) are ever more compelled to invoke consumers' drives and longings ; this is the "continuous pressure" McLuhan refers to . Over the past century, the American marketplace has grown increasingly congested as more and more products have entered into the frenzied competition after the public's dollars. The economies of other nations are quieter than ours since the volume of goods being hawked does not so greatly exceed demand . In some economies, consumer wares...
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...Explanatory Synthesis: Advertisings Fifteen Basic Appeals Jib Fowles, creates a basic system to navigate the American advertising industry. By creating a basic appeal list, Fowles narrows down the psychological side of advertisement. Elaborating on his list he covers the need to escape, the need for dominance, as well as thirteen other basic needs. Over the course of several decades’ advertisement has changed along with the era to catch the attention of the general public. With each passing decade the general public appeals to different ideals. Depicting a mother, and child together in the 1940’s ad at a doctor’s office a mother exclaims “I’m going to grow a hundred years old!” (Camels 1940’s ad- Pg.578) The ad goes into detail about doctors,...
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...Topic: “advertising brainwashing” Thesis: “ Advertising is more than just an annoyance, it is a destructive influence in contemporary society”. Argument 1: Advertising about junk food creates unhealthy habits to children Argument 2: Advertising manipulates way of life of consumer and disconnects them from real life Argument 3: Advertising influence the television programs diffusion Work Cited Page: Boussa, Félix. “Comment la publicité manipule vos esprits : 5 techniques auxquelles vous mmmn’auriez jamais pensé”. Apprendre à manipuler. Web. 7 Feb.2011. mmm<http://www.apprendre-a-manipuler.com/publicite/comment-la-publicite- mmmmanipulent-vos-esprits-5-techniques-auxquelles-vous-nauriez-jamais-pense.html>. Bovée, Courtland L and William F. Arens. “The Indictments Against Advertising”. Writing and reading across the curriculum. 10th ed. ED. Laurence Behrens and Leonard J. Rosen. New York: Pearson Longman 2005. Print. Dargent, Jef.“La publicité et les enfants : un vrai problème de société ?”. Moklé. Web. 17 mmmMay. 2007.<http://www.mokle.net/la_publicite_et_les_enfants_un_vrai_probleme_de_societe>. Fowles, Jib. “Advertising’s Fifteen Basic Appeals”. Writing and Reading Across the Curriculum. 10th ed. ED. Laurence Behrens and Leonard J.Rosen. New York: Pearson Longman 2005. Print. Reporter, Staff. “Successful TV ads increase childhood obesity, report”. Food navigator-usa.com. mmmWeb. 10 May. 2006.<http://www.foodnavigator-usa...
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...attentions. With Christmas coming up I often catch myself looking for my daughter’s presents in certain magazines or store advertisements but then question myself on if that item is really what it is being perceived to be or am I being misled. As stated by Fowles, “When advertisers put for the image of something diminutive and furry, something that elicits the word “cute” or “precious,” then they are trying to trigger this motive” (Fowles 370). With all the advertisements teens are exposed to by the internet, magazines, school, and malls “teens are also exposed to more than 40,000 advertisements a year on television alone” (1) as stated by the American Academy of Pediatrics. Advertising is sometimes viewed as manipulative and it tries to alter the way the consumer perceives the advertised product by appeals to factors other than the products physical attributes and functional performance. Since reality is too much to bear at times, some people turn to products that provide them with feelings that the product will change who they are. For example, around summertime weight loss pills are heavily advertised with the promise of losing weight with little to no change in your diet and exercise. According to the Weight Loss...
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...Coca-Cola: The Better Company Coca-Cola is mostly known for its classic commercials. The purpose of the commercials is to persuade consumers to buy their product. According to the Jib Fowles article, “Advertising’s Fifteen Basic Appeals” the commercials associated with the company uses the need for affiliation in order to grab the consumer’s attention. The need for affiliation is depicted through the friendship, sharing and togetherness between groups of people or between two individuals. The commercial titled “Hard Times” is about greedy millionaire Mr. Burns, from the Simpson’s television show, and his sudden misfortune. The viewer hears a news caster happily reporting on Burns’ financial crisis. Following the report music plays as we see every material thing owned by burns is being taken away, even his loyal assistant. Distraught and miserable, Burns watches as the mansion is being lifted away by a bunch of helicopters. In the next scene Burns is walking down the park’s pathway where he sees the other residents of Springfield playing, laughing and enjoying their cokes. One of the residents, Apu, sees the depressed man while carrying his bottles of coke and offers him one of his extra bottles. Giving Apu a small smile, Burns drinks the beverage. Afterwards a visually happier Burns is then welcomed into the fun by the other residents. The end scene continues skyward where there is a picture of a Coca-Cola bottle. On the side of the bottle it says “open happiness”...
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...billboards, and basically anywhere you look today. People cannot get away from sex in advertising because so many companies use it. Sex appeals are used in advertising all the time, and people love to look at it because 'Sometimes people listen better with their eyes' (Steel 137). Sex in advertising is an effective technique that is used today. It helps companies successfully sell their product in our market. Of course it has to be directed at the right audience, and sold at the right places in order for it to work. Sex in advertising has been around for many years now. Ever since the Maidenform fantasy over twenty years ago. Here is a great example of sex in advertising. It showed women in their Maidenform bras and had different schemes to each one. Maidenform were showing that if they wore this bra and look sexy they could be successful in their jobs and get out of the house. Basically these ads made women feel sexy, and more confident about their bodies. Quit being just a housewife, which many of them were back then. It was now ?The Maidenform Women. You never know where she?ll turn up? (Moog 109). The Maidenform bra ads symbolized the exciting but frustrating longings of the past (Moog 109). Of course this brought some controversy, but when you are dealing with sex appeal in your ads it?s kind of an automatic. That was then, what about now? There are many companies that use sex appeal in their ads today. For instance Victoria Secrets is one of the top sellers in lingerie...
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...advertise so it is very hard for a person to avoid it. Sex appeal is used in advertising all the time, and people love it because according to Steel, 'sometimes people listen better with their eyes than their ears' (Steel 138). Sex in advertising is an effective technique so it helps companies successfully sell their products to the American public. Nevertheless, sex has to be directed at the right audience, and sold at the right places in order for it to work. Sex in advertising has been around for a long time now. A great example of sex in advertising is the Maidenform fantasy that happened over twenty years ago. It showed women in their Maidenform bras and had different schemes to each one. Maidenform was showing that if they wore this bra and look sexy they could be successful in their careers and leave their housewife lifestyle. These provocative advertisements made women feel sexy and convinced them to quit being just a housewife, which many of them were back then. Of course these ads brought some controversy, but when an agency is dealing with sex appeal in their ads it’s expected to be somewhat controversial as perceived by the society. This was a story of the past, what about sex in advertisement today? Many companies that use sex appeal in their ads today. For instance Victoria’s Secret is the top seller of lingerie. They show women in minimal clothing in every one of their ads. All of their models put on the sex appeal for all commercials and magazines. That is what helps...
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...2013 COMM 250 10 December 2013 Advertisement in Details Topic Description: In this essay, I want to go in depth with the perspective of advertising on society and economy and how it has influenced from generations to generations. Thousands of different stories advertising tells is that the only way to secure pleasure, popularity and happiness or fulfilment is through buying more; more consumption - regardless of how much we already have. I find this to be quite fascinating. Therefore, I want to take a close-up of what is happening in a specific advertising example of FedEx Ad. Thesis Statement: Advertising can be unbelievably effective and potent in promoting causes and beneficial products; while at the same time can be negative for forcing ideals upon its audience. Advertising, despite its causes, is beneficial and necessary towards creating a stable and free flowing society and economy. Author: Phuong Chu Most of us have come across ads everyday by any means but how many of them will remain in or minds after all; research has shown that “an average American is exposed to some 500 ads daily from television, newspapers, magazines, radio, billboards, direct mail, and so on… Of these, only twelve typically produced a reaction – nine positive and three negative, on the average” (Fowles 55). Fowles also mentioned the fifteen appeals that determine the taste and the appreciation of the viewers. Among these, the ad that I will be presenting appears to have the need of affiliation...
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...ntro Most businesses rely on advertisements to sale their products. The ad, Inquiries in Science, I have is from a magazine called “Science Teacher”. The magazine cover uses bright colors that stands out to a person. The magazine also uses many different Jib Fowles Advertising’s Fifteen Basic Appeals. This magazine will be for teacher in the science department. The magazine is sponsored by the National Science Teachers Association. The magazine is based on going green and giving teacher’s newer concepts. The purpose of this ad is to help students and teachers become better informed about science. Advertising Description This ad is for the Carolina Biological Supply Company. It advertises a program that makes science concepts easy to understand. The background is white with teachers and students saying their comments or thoughts in bubbles. There are three African Americans, two Caucasian people, and one Asian person. There are more females than males in this ad. All together there are five females and two males. All of the people are in the ad are smiling, doing projects, or teaching. All of their comments are positive comments and positive reactions. A quote from one of the people says, “Now this is what science should be like.” The background of the ad is white with black bold letters. The pictures are in square boxes at the top middle of the page. The bold black words are towards the bottom of the page, right under the pictures. The title of the reading is “What students...
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...to distinguish their product from their competitor. Perusing through many of the popular publications such as GQ or Esquire, one will find more advertisements for alcohol than any other type of product. With such high demand and supply for such products, advertisers must be more diligent than ever to distinguish themselves from their competitors. “Alcohol advertisements focus on 3 effects of usage, sexual success, social success, and negative effects (anti-drinking ads)” (Burkey 5) which are no different in the case of Hennessy yet somewhat different in the case of Bombay Sapphire. Hennessy, a maker of cognac, creates an advertisement that is superior to Bombay Sapphire, a maker of dry gin, with respect to the use of color, emotional appeal and the overall tone which cause the viewer to spend money by pursuing an experience with their product. The Hennessy ad creates a storyboard effect by using four separate images. Three photographic images of a social scene and the Hennessy product surround a graphic image of the golden Hennessy logo. Each image varies in size and dimension. Two of the photographs show a cast of four people having a good time and one of the photographs shows of a bottle of Hennessy. The first photograph of the party goers takes place in an entryway where bright smiles compliment white shirts, slightly raised hands easily grasp cognac filled glasses, and friends approach each other to embrace in greeting. The second and largest photograph continues...
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...E. Jackson Mr. James O'donoghue Sept 27, 2013 English Comp 101-Sec 103 Water Ad Analyzination Everyday many thoughts are placed in Ads to promote new ideas and new products to obtain different audiences’ attention . Ads have been around for many of years . The importance of advertisement is to promote the sales and products to seem more valuable than what they really are. Ads are used to give messages to different audience to make sells . By convincing the audience , the ad is trying to show why they are the best choice . By enhancing image , creating new logos and new catch phrases . Sidehustlenation.com says ,“SmartWater is vapor distilled water. From what I can understand, pretty much all water is vapor distilled, meaning it originally came from clouds.According to their website, most SmartWater is procured from municipal water systems. Read, “tap water.”Then the Smart Water goes through Glaceau’s proprietary filtration process, that removes just about everything from the water except two H’s and an O. SmartWater then adds back in the electrolytes calcium chloride, magnesium chloride, and potassium bicarbonate for taste. I think the for taste part is important because the nutrition label still reads 0 mg of sodium, and the amounts of electrolytes added have essentially zero gatorade-effect. In fact, the amount of electrolytes found in SmartWater is less than in other brands of non-electrolyte-added” bottled waters. The reason why it is called Smartwater...
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...nine (9) associations comprising AdBoard; advertiser, advertising agency, media, advertising services sector and the consumer sector. The 5 elements are shown as adjacent circles, which symbolize unity and harmony. They appear to be in motion which depicts vitality and dynamism. The background is a deep blue field which symbolizes social consciousness and service to country. First Published, September 1975 Revised, June 1979 Revised, January 1984 Revised, March 1987 Revised, October 1990 Revised, 1996 Revised, March 2000 C:\Cris-Temp_file\ACRC-2006\Code of Ethics\ACRC Code & Manual.doc 1 PREFACE The need for an alternative democratic system of self-regulation in the advertising industry became apparent in the early 1970s when the Marcos administration sought to impose controls on media use, including on advertising, through the Mass Media Council. Through the efforts of advertising industry leaders, the Mass Media Council eventually gave way to a Council of Advertising, Public Relations, Research and Sales Promotion chaired by respected advertising practitioner Francisco Floro. This Advertising Council, in turn, created a sub-committee composed of representatives from the Association of Philippine Advertising Agencies, the Cinema Advertising Association of the Philippines, Kapisanan ng mga Brodkaster sa Pilipinas, Lapian ng mga Adbertaysing Praktisyoners na Pilipino sa Ikauunlad ng Sambayanan, the Outdoor Advertising Association of the Philippines, the Philippine Association...
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...soul.( Richard Burton, The Anatomy of Melancholy (1621), quoted in Philip J. Hilts, Smokescreen 185 (1996)) I. Introduction Tobacco has been an agricultural staple from the time of the first recorded European encounter with the plant in the fifteenth century.2 The pervasive nature of its cultivation and consumption has made tobacco one of the most profitable crops in world agricultural history.3 World production is estimated at thirteen billion pounds annually, originating in more than one hundred countries.4 This production has flourished, in part, due to the demand for cigarettes, the leading form of tobacco consumed in the global marketplace. The World Health Organization (WHO) has estimated that 1.2 billion people over the age of fifteen are regular cigarette smokers.5 In developed countries, 35 percent of men and 22 percent of women smoke cigarettes on a regular basis.6 In developing countries, 50 percent of men and 9 percent of women smoke cigarettes on a regular basis.7 Globally, smokers consume 5.5 trillion cigarettes every year, which translates into a consumption rate of one thousand cigarettes for every person on the planet.8 This case study examines the role of tobacco in the global marketplace with a primary emphasis on the U.S. tobacco industry. First, the case study examines U.S. government regulation of tobacco products through federal statutes and litigation. Next, it describes the participation of U.S. tobacco companies in the international marketplace with...
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...soul.( Richard Burton, The Anatomy of Melancholy (1621), quoted in Philip J. Hilts, Smokescreen 185 (1996)) I. Introduction Tobacco has been an agricultural staple from the time of the first recorded European encounter with the plant in the fifteenth century.2 The pervasive nature of its cultivation and consumption has made tobacco one of the most profitable crops in world agricultural history.3 World production is estimated at thirteen billion pounds annually, originating in more than one hundred countries.4 This production has flourished, in part, due to the demand for cigarettes, the leading form of tobacco consumed in the global marketplace. The World Health Organization (WHO) has estimated that 1.2 billion people over the age of fifteen are regular cigarette smokers.5 In developed countries, 35 percent of men and 22 percent of women smoke cigarettes on a regular basis.6 In developing countries, 50 percent of men and 9 percent of women smoke cigarettes on a regular basis.7 Globally, smokers consume 5.5 trillion cigarettes every year, which translates into a consumption rate of one thousand cigarettes for every person on the planet.8 This case study examines the role of tobacco in the global marketplace with a primary emphasis on the U.S. tobacco industry. First, the case study examines U.S. government regulation of tobacco products through federal statutes and litigation. Next, it describes the participation of U.S. tobacco companies in the international marketplace with...
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