Jib Fowles Advertising's Fifteen Basic Appeals

Advertising is everywhere. We can discover it from newspapers, magazine, radio, television, and internet and so on. Moreover, the contents of many advertisements are very creative in order to catch the consumers’ eyes and motive us to buy the products. According to Jib Fowles’s article, “Advertising’s Fifteen Basic Appeals”, he analyzed 15 basic emotional appeals, such as the need for sex, the need for guidance, the need for prominence, the need to aggress, the need to escape that advertisers usually use in the ads. He also gave explanations and example advertisements of each emotional appeal. Furthermore, Women’s Health, published in March 2016, is a magazine teaches females to be good-looking and to have a healthy lifestyle in food and exercise,

Fowles mentions the need to nurture which is “the need to take care of small, defenseless creatures -- children and pets, largely” (20). When people, babies or pets are weak, the capable people will give them a help. In the first example, the Aquaphor advertisement, a doctor, a mother and a daughter are the main character in the advertisement. The doctor and mother both looked at the girl because she is important and need to be protected. Doctor’s professional advice helps mother to be better looking after her daughter. The advertisement mentions this product is “Preservative Free, Fragrance Free, and Hypoallergenic” and “The NO.1 Dermatologist recommended”, which readers understand that this product is harmless even if using for tender skin children. In the second example, the Pedigree advertisement, which is a dog dental cleaning advertising. A baby and a dog sit close together. The baby has a smiling face and touches the dog’s mouth without hesitated. Baby’s parents do not have to worry about if the dog has a dirty mouth or not. Baby and dog look cute but they need to be protected because they rely on their parents and owners’ supports. The product protects not only the dog’s mouth but also the baby does not get dirty. Meanwhile, there is a similar advertisement, Milk

Fowles explains this appeal always performs in the clothing and cosmetic industries and targets the need to get noticed (144). In the first advertisement example, the Covergirl mascara advertisement used a singer, Katy Perry, as their model. The main color of the advertisement are red. Katy Perry looks forward, and her mouth is open. Red and opened-mouth represent hot and sexy, which attracts readers who want to look beautiful and sexy like Katy Perry. Furthermore, in Jergens moisturizer advertisement, it asks “Your hair and face get all the love. But what about the other 90% of your body?” Females are willing to pay lots of attention to their hair and face but ignore their skin care. On the other hand, this advertisement tries to remind their female readers do not forget their skin, which is a largest organ of the body, also need to take care of. To be a charming, good looking and confident female needs to keep moisturizing not only face and hair but also the skin. The advertisement tells that, “Deeply penetrates the surface and repairs dry skin with lasting hydration. Skin so healthy looking, you’re 100% beautiful.” The product will help the female readers to make the rest of the beautiful and confidence up. And this gives the female readers an impulsion of buying this product because they want to be got attention.