Not much thought goes into the quick glance given to the advertisement hidden in an everyday magazine, but the process behind creating said ad requires much contemplation. Advertisements consist of far more than just the typical picture and slogan that convince people to buy certain products. The creators actually tend to look deep into different aspects of psychology to effectively persuade their audience to consider a purchase. According to an article by Jib Fowles, a professor of communication at the University of Houston-Clear Lake, titled “Advertising’s Fifteen Basic Appeals,” ads should be created with the idea of the hopes and goals of those who will see them (Fowles 73). With this in mind, Fowles created a list of fifteen different …show more content…
First of all, one must consider how the audience affects the way advertisers choose the route to take. The decisions an advertiser makes during creation all depend on who will be viewing it. In this case, the Toyota Corolla ad is from an edition of Entertainment Weekly. This magazine’s audience consists of mainly young adult through middle aged females. Because of this, Toyota has chosen a specific way to advertise for this vehicle. Knowing that more often than not, only men really tend to care more about what their car looks like rather than what it is actually capable of, Toyota has deliberately chosen not to focus the ad on the car’s overall appearance. Instead, the company’s advertisement centers in on the inside of the car and its new backup camera safety feature. This decision is clearly one Toyota made based on the fact that the majority of the people who read Entertainment Weekly are female, and do not necessarily want to choose a car solely based on appearance. Once this aspect of the psychology behind the advertisement has been considered, companies then move onto the most crucial step: deciding which emotion (or emotions) to appeal to. This particular ad draws from two of the emotional appeals from Fowles’ list, the first being: the need to feel safe. This is obviously one of the appeals