Advertising's Fifteen Basic Appeals Summary

Magazines are littered with strategically placed advertisements designed to grasp the attention of readers and appeal to their subconscious desires. Just as the audience becomes absorbed in the bevy of articles, their attention is diverted by the striking lavishness of a deliberately positioned advertisement. In the essay “Advertising’s Fifteen Basic Appeals,” Jib Fowles explains, “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” (60). Marie Claire is no exception and is jammed with advertisements that are targeted to women, the primary demographic. The advertisements revolve around the main topics discussed in the magazine including:

It subtly targets the audience’s inner thoughts to persuade them to purchase to product. Fowles states the method behind advertiser’s tactics, “circumvent the shell of consciousness if they can, and latch on to one of the lurching, conscious drives” (61). Dolce & Gabbana tackles the aesthetic aspect at a different angle by opting with a black and white filter for the photo of Scarlett Johansson and Matthew McConaughey, while the product being sold leaps out in gold. On the other side, the page screams white, while the gold fragrances are enlarged to funnel the audience’s attention. Additionally, there is a fold out with samples. Dolce & Gabbana successfully communicates the audience’s needs for: affiliation, achievement, prominence and

The audience that is attracted to the, “desire to be looked up to and bask in prestige and high class” (70). People naturally want to feel domineering and esteemed while joining higher social class. Dolce & Gabbana is known as a luxury brand and this is further highlighted by the gold color of the fragrance. The entire advertisement is devoid of any color except the product being sold and the attention of the audience is vacuumed towards the illuminating gold. The extravagance of product is further emphasized by Johansson and McConaughey as the audience associates the product with wealth. The name of the product also implies exclusiveness and prestige. Unfolding the tab with the sample fragrances reveal the price of the products along with their complementary goods. The smallest bottle of perfume is an eye-widening $66, while the smallest cologne is $59. The complementary goods each are expensive on their own too. The product, as specified by the notes below the advertisement is available at Macy’s. People who are waiting for an invite into higher society are given hope as Macy’s caters to every social class and those buying the fragrance will feel affluent hopefully receive the recognition they