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

with the achieving apple; for fact a suit signifies of ties with wealth status, and that some men do want to represent that . A second appeal is for attention, because a suit does bring attention to the wearer, because when you see a person with nicer clothes you do tend to look over there direction. And the last is prominence, altho this appeal is similar to attention, the difference is there's a need to be admired and be respected. Which the suit does achieve that need.
Second ad that is looked at is from a Home magazine that features a pet food advertising towards cat owners. The brand of cat food is “Rachael Ray Nutrish (Super Premium Food for Cats)” . The ad content is a cat looking into a bag of food but the side of the bag is looking glass which contains a fish in a lake. This can be interpreted to the appeal of nurture cause you’d want to give your pet the best food for their health and the ad does proclaim its organic connection with in the ad. The second appeal is the physiological need of food (for pets of course), due to people needing to buy food for the pets so that they can be happy as well the pet too. Finally the appeal for safety, because it can be tied to, The ad gives the impression that this food is the “best” for your pet cat by saying “... just simple, natural recipes with added vitamins and minerals plus a great taste your cat will instinctively love”.
Lastly an advertisement from a food magazine.The ad is for a Oscar Mayer Lunch meat that has a two panels.

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

consumption.
In conclusion, how determining advertisers see readers of the magazine. With the first ad, it was focused around men who are wealthy or wanted to show their status. The second ad was the cat food. It was advertised towards cat owner who was concerned about their cat. And the last is a advertisement for people who are concerned about what they eat themselves. What can be taken from this is that advertisers do know who they want to sell and how to push them towards buying their product. Thus bring this information to support Professor Fowles, that advertisers due manipulate people by tugging at those needs and wants targeting the readers of the the particular magazin. As best said by the Professor “ to tug at our psychological shirt sleeves and slow us down long enough for a word or two about whatever is being sold…”.