Jib Fowles Advertising: 15 Basic Appeals Analysis

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

In today’s society, no matter where you are, there is always a good chance that you have seen an advertisement. These little creatures are everywhere. You may see them when you are reading a magazine, watching TV, or surfing the internet. We have become so used to them. Advertisements are good at making us stop what we are doing and giving them our full attention. What is an advertisement? An advertisement is an announcement made to the public. In Jib Fowles’ article, “Advertising’s Fifteen Basic Appeals,” he is informing us that companies are spending millions of dollars on advertisements to grab our attention in order to manipulate us into spending or thinking of spending our hard-earned money on their product. Even though a lot of people do not want to believe that a paper that is eight times eleven with an image and no more than five words is manipulative because we want to think that we are not that easy to trick. Nike created an advertisement for one of

Advertising appeals to emotions, rather than reason. Most ads try to attract your interest or stimulate your desire by either scaring you into doing something or appeal to your emotions by tying a product to your “happiness or well-being”. Successful ads also use compelling visuals to entice the audience into action. Many also use celebrities because research shows we are more likely to associate truthfulness with a known celebrity figure.

Their advertisement proclaimed that all they wanted to do was “protect their Freedom of Choice.” “This is New York City; no one tells us what neighborhood to live in or what team to root for,” says the narrator, as Yankees and Mets fans shout in the background. (Grynbaum, 2012). Since May 30 when Bloomberg wanted to ban the sale of soft drinks over 16 ounces in regulated food establishments such as movie theaters and sport arenas. Senator Frank R. Lautenberg, a New Jersey Democrat, recommended there be a federal study linking together sugary beverages and obesity. “The talking points are ‘Nanny State,’ that it won’t work, because people will just buy as much as they ever would, and that this disproportionately hurts the poor,” said Kelly Brownell, director of the Rudd Center for Food Policy and Obesity at Yale University. (Grynbaum, 2012). People that are not middle or low class would buy as much soda as they wanted and the rest of the people would be stuck with whatever drink is leftover. The lower class minority groups seem to always get the shorter end of the stick and in most cases unless a big group of them get together their voices will not be heard. The mayor or the city council should not have the right to tell you what size soda to drink or what kind of soda to drink; We live in The United States of America and there is no law that says anything about a specific size or flavor of soda so until that day comes nobody should

In an essay written by Jim Fowles, “Advertising’s Fifteen Basic Appeals” he says advertising manipulates individuals to buy things they do not need. Advertisements use many emotional appeals such is the need for sex, escape, aesthetic sensation, satisfy curiosity and guidance. Today, Calvin Klein advertisements captures majority of individual’s attention. It is a well-known brand and expensive. It is known for their jeans and underwear. Calvin Klein apparel, underwear, shoes, and accessories can be found and brought online stores, malls, and outlet malls. Many famous celebrities and musician artists posed for Calvin Klein’s advertisement campaigns, wearing Calvin Klein jeans, shirts, sweaters, jackets, bras, purses, and underwear. Calvin Klein

Coming from commercials, newspapers, movies, and magazines, advertisements are one of the most prominent things that we get bombarded with on a daily basis. The problem with a lot of people including myself is that we fall victim to the manipulation of the advertising sharks and their devious tricks. In the article ‘Advertising’s 15 Basic Appeals’ by Jib Fowles, the author describes how advertisers will use 15 basic emotional appeals in order to get you to say ‘I want and need that!’ In National Geographic, a historical, anthropological, discovery-based magazine, advertisers focus their energy on the middle-aged, middle-class, educated audience, who want to improve not only their intellectual integrity, but also improve their families lives if the readers can help it. National Geographic advertisers can do this by appealing to the readers’ basic needs for achievement, nurture, and guidance.

Snacks and sodas have been removed from vending machines and have been banned on school campuses because of the state legislature and school boards. A “fat tax” has been suggested for high calorie foods. Another possibility being considered is that restaurants will have to send in every item on their menu to a laboratory so that it can be tested for its nutritional value and then labeled on that restaurant’s menu. This takes away a person's personal responsibility for their own body and well-being and makes it the government’s responsibility. Balko states “your well-being, shape, and condition have increasingly been deemed matters of ‘public health’, instead of matters of personal responsibility.” It is becoming more and more common for states to prevent private health care providers from charging obese clients at higher rates which removes any financial reasoning behind being

Advertising is everywhere, but does it affect us as much as advertisers might like? I find myself pondering if it was the commercials between my favorite TV show and the ads in my favorite magazine that encouraged me to buy Kotex feminine hygiene products. Or was it my own wants governing me to purchase. According to Jib Fowles’ article “Advertising’s Fifteen Basic Appeals”, “There is no evidence that advertising can get people to do things contrary to their own self-interests” (567). Although this discovery hasn’t stopped American businesses from spending billions of dollars annually on advertising. With this in mind, Kotex hasn’t needed to change their appeals too much, their products are a necessity for women, but obviously with their good

The main conflict in "Bad Food? Tax It, and Subsidize Vegetables“ concerns the change of average Americans poor diet through economic encouragement. Mark Bittman's idea to put a high tax on unhealthy foods such as cookies, potato chips, french fries and soft drinks in order to subsidize healthy foods like vegetables is a great idea. As he points out, "A 20 percent increase in the price of sugary drinks nationally could result in about a 20 percent decrease in consumption, which in the next decade could prevent 1.5 million Americans from becoming obese and 400,000 cases of diabetes, saving about $30 billion." This is why I’m fully on board with the program Bittman outlines because such a program can save people's health and the well-being of

Advertising via commercials allows businesses to not only show consumers their product, but also tell them about it too. The way companies utilize

First of is a “nudge.” What is a nudge? According to Sunstein, nudges are “approaches that influence decisions while preserving freedom of choice” (Sunstein 2013, p.38). In other words, they are things that make one act or behave in a certain way, but your resolve to choose still lies within your power. It could be taxes or fines, according to Sunstein. This Oakland case satisfies the two main parts of nudges: “approaches” (one-cent-per-ounce excise tax) and “freedom of choice” (shoppers still have the freedom to choose between sweetened and sugar-free sodas). So, the city council, in order to get people to consume less sugar, would want to impose “soda tax” on the manufacturers (because they have the tendency of feeling the real effect in terms of cost) and not the consumers. Consequently, if the council members vote in favor of it, the authorities would have indirectly gotten its citizen to change behavior with respect to sugar intake, without directly telling them to reduce sugar intake because it has health consequences. They (the citizens) have been nudged

In Mark Bittman’s article “Bad Food? Tax it, and Subsidize Vegetables, his motive is to stop American people eating unhealthy food, and he wants people to start eating healthy food and live a healthier life style. Also, he wants government to put taxes on unhealthy food, and subsidies with vegetables instead. Therefore, people will stop buying unhealthy food. Not only it will save people’s life, it can also lower down the cost of healthcare. The audience for this article seems to be the people in the U.S who eat unhealthy food, who are in unhealthy food marketing industry, and government, because he mentions that he wants government to put a tax on sodas, fries, and etc. Also, he states that food industries just want to make more profit, and

Obesity and diet related disease like diabetes are one of the biggest challenges today in America. The situation continues to worsen every day; obesity becomes a serious health crisis. Cities like Philadelphia and Berkeley, California, are sounding the bell of danger by imposing a tax on the consumption of soda and sugary beverages to cutback sugar consumption; which is a major contributor to the obesity epidemic. Some people say that tax on soda and sugary drinks aren’t beneficial to society and don’t generate any positive effect on public health. Others say that it is a powerful weapon against the obesity epidemic invading the American population. I agree with the later. Taxes on sugary

In our day to day endeavors we are exposed to a lot of different advertisement in the world around us. Some of them were interesting to even become our favorites. Advertisements are meant to influence people into buying a product or service. For an advertisement to be more effective, the advertisers attempts to learn more about their potential customers that is the audience.

you buy them this toy. Every one of our emotions is played on so that