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Word Count: 277
Advertisings Fifteen Basic Appeals In this essay Jib Fowles explains that advertisers have two ideas in their ads the product information and the emotional appeal in the minds of consumers He elaborates on psychologist Henry A Murrays research on fifteen particular appeals that are most common in advertisements Murrays research concludes that consumers have needs that they react to in ads For example the need for sex is common but used very rarely because its very controversial and diminishes the product information It appeals more to men than woman the need for affiliation is used because Americans are very concerned about social life and friends McDonalds tell people that they deserve a break today to take advantage of peoples need to escape Budweiser uses peoples need to dominate by telling consumers that its the King of Beers the need to achieve sells because Americans want to be the best and as successful as they can get Other needs are the need to nurture for guidance to aggress prominence attention autonomy to feel safe aesthetic sensations to satisfy curiosity and physiological needs such as food drink and sleep Additional ways that advertisers get consumers attentions are by the use of humor celebrities and time imagery Fowles also describes how to analyze advertisements He asserts that the best way is to learn to ignore the product information and ones own feelings about the product 75 Knowing who the targeted consumers are and the viewing angle the audience has is also important in analyzing advertisements Fowles concludes that emotional appeals in advertisements work because they grab the audiences attention and convince them that they need to buy the product being sold
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