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:

current and global events to fashion trends and beauty tips. In the December 2013 issue displays a full page advertisement for Dolce & Gabbana fragrance.

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

attention.
Vision is the most prominent sense and when the audience first encounters the advertisement, the need for affiliation is addressed promptly. A couple is featured gazing in the distance, smiling, and feeling the warmth of each other’s body. The audience can relate to the close contact between two people and naturally craves it as life becomes more pleasurable when shared with another. Fowles, emphasizes this need, “to draw near and enjoyably cooperate or reciprocate with another; to another please and win affection of another; adhere and remain loyal to a friend” (66). The advertisement emanates from a romantic sense and ties the product in with a blissful relationship. People feel comfortable in the presence of someone close and the advertisements leads the audience into associating the fragrance with a prosperous romantic life. The male is identifying something to his female companion in the distance. Both have admiration painted on their face. The product is placed slightly off from couple’s line of sight but close enough for the audience to detect it from following their eyes. Dolce & Gabbana cleverly predicts the likely parts of the advertisement the audience observe first. Succeeding the identification of the couple, they follow the direction of where the couple is looking and spot the product being sold. Consequently, the audience is manipulated into considering purchasing the fragrance, subconsciously thinking the effect will result in a prosperous romantic life.
Advertisements that train the audience to focusing on their need to achieve often utilize a famous figure for association with their product. Fowles describes the how products are advertised with famous figures, “a prominent American trait, it is one that advertisers like to hook on to because it identifies their product with winning and success” (69). After the audience glances at the couple, they quickly identify the couple as Scarlett Johansson and Matthew McConaughey. Both are prominent actors in Hollywood have each achieved success at elite levels. The fragrance and famed actors are juxtaposed by the audience and they draw from the advertisement that the fragrance has role in helping the stars obtain success. The audience is given another reason to purchase the product as they are inspired to follow the steps of Johansson and McConaughey. The essay analyzes the, “the drive that energizes people, causing them to strive in their lives and careers” (69). The audience wants to emulate the successful profiles of the actors and is invited to do so by purchasing the product. The name of the product, “The One,” also implies winning and climbing further up in society. As a result, the audience is further convinced of purchasing the fragrance that ensures the subconscious guidance to becoming as accomplished as a famous actor.
The advertisement expertly portrays the need for prominence.

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

crave.
The final string of the subconscious that is tugged is the need for attention. Fowles clarifies that, “The clothing and cosmetic industries exist just to serve this need” (70). Women reading Marie Claire are looking for advice on self-improvement to satisfy, “the desire to exhibit [themselves] in such a way as to make others look at [them] in a primitive, insuppressible instinct” (70). A famous Hollywood actors, Johansson and McConaughey draw endless attention, something the audience also wants to experience. Johansson and McConaughey appear timeless in the black and filet filter and the audience wants the attention they are giving to the actors reciprocated. Fragrance is used to attract others closer and retain attention and the sample in the fold out demonstrates this perfectly as the audience leans towards the page to smell. All sense are involved when attention is given and the advertisement convinces the audience that the fragrance will attract and retain more of it. People have to be close to smell a fragrance and the closer people are, the more attention is grabbed. This is goal that is in mind for the audience. The gold radiates from the page however the fragrance is kept in a simple packaging. Dolce & Gabbana, being a luxury, relies on name and reputation alone to appeal to consumers. The fragrance reminds the audience that appearance is not the only factor in how much attention in received.
“Advertising’s Fifteen Basic Appeals” set a precedence for advertising companies on how to communicate the product being sold and manipulate the audience. Each advertisement is shaped around the primary demographic, in this case, women looking for perfume or a gift for a male, and target senses only recognizable by the subconscious. The meticulous effort behind advertisements can pay huge dividends and the number of consumers can rapidly increase given the perfect connection of the fifteen basic appeals as detailed by Jib Fowles. The Dolce & Gabbana effectively appealed the needs of: affiliation, relating the audience to romance; achievement, juxtaposing famous actors to the fragrance; prominence, radiating the product in gold; and attention, relying on the brand reputation. Any women reading Marie Claire will take detour from reading an article to give attention to Scarlet Johansson and Matthew McConaughey, persuading them to purchase “The One” by Dolce & Gabbana.