Jib Fowles 'Advertising's Fifteen Basic Appeals'

n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire. The first ad that was taken from a Men’s Health magazine, is a clothing advertisement. This particular ad is for the Michael Strahan Collection. From observing what the ad contains is a four panel pictures that contains a piece of a suit. The man that is wearing a suit is shown smirking to give the hint of his confidence while wearing the suit. The color scheme that is used for the add dark blue, grey, purple and brown (colors that are bold and dark). The apples that can be drawn out from the ad is first

The top is two teenagers showing their “love” with a sub text stating “Some things are full of hormones.” and the bottom with the lunch meat with a seal that says natural. It also has a sub text saying “We’re not.” What can be concluded from this ad is the first appeal is “attention” due to grabbing your attention with imagery and text. The second is safety because the ad says that Oscar Mayer meat is safe with no additives. And the last appeal is physiological need of food due to the product being food for