Advertising's Fifteen Basic Appeals Summary

With today's advanced pop culture of innovation and social media, along with the standards we individually set for ourselves, would you say that the idealization of advertising has played a key role in the advancement of our culture? As we look into Jib Fowles article of “Advertising's Fifteen Basic Appeals” we can begin to recognize what is being portrayed in advertisements today. In advertising, whether it be a commercial, magazine Ad or billboard there is always a key message being depicted and with that an appeal. Advertising today shows us how vulnerable we are to buy there products, follow there styles along with act and look like the people whom advertisers are depicting in there ads; for this is the way it seems our pop culture flourishes

in this generation of media and publicity. When we take into consideration how far advertising has come we can make an insight on how advertising has changed society's view on how an individual should look, talk, act and eat which has become a commodity unrecognized by most.

In conclusion, the industry of advertising; has become so outspoken and advanced that without it our society's economic growth wouldn't be a portion of what it is today.After taking into effect the outcomes of advertising, and the idealizations that come with it, society as a whole would not be what is is today without the influence of advertizing. Having considering that; one article that exfoliates that idea and its purpose is Jib Fowles analysis of “Advertising's Fifteen Basic Appeals”, where he, the author goes into detail explaining the specific appeals that relate to the advertising corporation. As fowles infers in his

analysis,
Wright 2humans and their interaction to life, has a depiction to it that gives us a constant urge to be something bigger, to be fulfilling or to achieve motivations that are unknown but lie within the bottom layer of our minds ( pg.74). When he explains this he is trying to point out that with our unexpected urges we as humans possess, advertising and the idealization of this perfect world that is presented through the advertisements we see everyday, exfoliate these emotions. Fowles then goes on explaining emotional appeals and how from those appeals society's motives and desires are created. When looking at celebrities and the way they present themselves, we can begin to depict how that underlies with the commercials being presented and in the long run the image that everyone is trying to achieve. There are many appeals that advertisers expose to us everyday and with the help of Jib Fowles those appeals have been broken down.Jib Fowles analysis of “Advertising's Fifteen Basic Appeals” is in my mind a dictionary in and of itself, for it explains the main appeals that advertisers portray to us everyday. One of numerous appeals shown in commercials everyday is the need for sex, which influences consumers to buy a product based off a sexual appeal or an ideal image of a person. Another is the need for affiliation, to feel like you are apart of this hierarchy, and that you're not in with the gist if you don't buy there product. The need to nurture is the appeal to make you feel pity on someone or something in hopes you will donate or contribute to their product or service. When thinking of the need for guidance we conclude that someone is trying to tell us something or in other words be aware of something and learn from it. The need to aggress is the appeal to make yourself feel like you are better off with this product. When we see an appeal like the need to achieve we are being told that anything is possible, and that through the progression of your integrity that you can achieve anything. The need to dominate is the appeal that advertisers use to make you feel superior and more powerful than anyone around you. Once you look at the appeal
Wright 3for prominence, which is when an advertiser is trying to make you feel like you are the role model we are left to deal with the need for attention.

The need for attention appeals to someone having the desire to be looked at. The need for autonomy appeals to people exfoliating the idea of being your own person, your own image. One out of many popular appeals is the need to escape which appeals to consumers to think that from buying there product they will be living in somewhat of a paradise. Jib Fowles analysis of the fifteen appeals has really opened my eyes to the broad spectrum of influenced culture we live in everyday. When thinking of all the ways advertisers try to persuade us to buy there product I can conclude that through the idea of analyzing the fifteen basic appeals we as consumers will always know the real message being portrayed. Advertisements have always kept us up with societal standard and the trends and styles that are constantly being improved with it, but what about a commercial that in a way brings opposites together? The commercial I chose in this assignment was a 2016 summer Coca- Cola commercial on where the main message being depicted was that through coca cola anything can happen and that in life if you want something, you must be determined and undeniably inquizitive and eager. The commercial starts of with this kid who in a way would be categorized as nerdy, unathletic but in the gist of things good spirited who works at the coke station,

and he is looking at this girl who in american standards is depicted as pretty and popular. Throughout the commercial the advertisers show us that they both share an interest for each other but they both don't know it yet, implying that Coke will change that. The commercial then goes on portraying the nerdy teen making an act of boldness by attempting to offer a coke to the broad he is so intrigued with. As he is walking up the female figures friend shows up, whom seems to be her boyfriend but is far from it, his bigger muscles, nicer figure and bigger friends seemed to ruin
Wright 4his confidence and he turns around. Once turning around the girls whose attention he has been trying to captivate was indeed captivated from his turn off in her. After that moments go by and that same girl goes up to the boys working station and asks for two cokes, thinking that that there meant for her and her boyfriend. When he gives her the cokes she hands the one he gave her and hands it to him, stabilizing the relationship being portrayed on the fact that they both like eachother. The commercial ends with them walking off into the sunset together following that happy ending mojo. This commercial raised my spirits due to the fact that is was representing the need to achieve, or in other words the idea that you can do anything you put your mind to. This advertisement in particular opens my eyes up into how people are depicted apart from each other and that opposites do attract, which was demonstrated in this commercial. This advertisement also appeals to the need for affiliation, for when the nerdy icon was intimidated by the larger nicer looking icon, the message being described is that you are your own group and they proved that well in their commercial. Advertisements and the idea of becoming something bigger has always been a challenge for our economy, but after watching this commercial I am convinced that we can do anything that we make it to be