Jib Fowles Emotional Appeals In Advertising

Emotions are a powerful force that drives human behavior, and advertisers have long know-how to tap into this force to influence consumers. Ads have become a part of everyday lives. Jib Fowles an American media studies educator wrote an essay explaining how he studies the emotional appeals that advertisers have to make these consumer’s needs. The essay also talks about the fifteen emotional appeals of advertisement. The need for affiliation, aesthetic sensation, and guidance are some of the needs Fowles writes about in his essay. Fowles writes that “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” (Fowles’ ). Incorporating some of the fifteen

add.. Emotional appeals are utilized in modern advertising campaigns which reveals the powerful sway they hold over consumer behavior.

During the 2023 Superbowl, Doordash aired an ad that announced they now have groceries hence the name of the ad “We got groceries”. The ad features Matty Matheson the Toronto chef from the television series The Bear, Raekwon the chef of the legendary rap group the Wutang clan, and Jinny Chung an actress from multiple different series. The producer of this ad intended to grab the attention of at-home Superbowl watchers with the idea that most super bowl watchers may not want to leave their couches while watching the big game. Airing the ad in between quarters and plays gives watchers a chance to view the addition door dash has added to their app. By targeting this audience they are able to reach a wider audience and have a better chance

Advertisers with a better understanding of the need for aesthetic sensation are able to create an ad that has an “undeniable aesthetic component to virtually every ad run in the national media”( Fowles 286). This need can be met through the use of color schemes, typography, and images chosen to evoke an emotional response. The use of color schemes can contribute to the overall aesthetic value of an advertisement. When producing an ad, it is important to consider the target audience and what will engage them the most. The new design group is a team that delivers effective brand strategies for growing businesses. In the article The Psychology of Colour in Advertising, the team talks about the effect colors have in advertising. In the article, it says “Advertising agencies make it their business to understand the psychology of color to enable them to use it persuasively in their designs” (The Psychology of Colour in Advertising). The ad is produced with a bright aesthetic and with this it allows viewers to pay better attention to the ad. With the help of the mix of colors from fruit and the bright light from the grocery store, the ad is able to attract more attention from viewers and potential consumers. This aesthetically pleasing environment will create positive emotions and associations with Doordash and its launch of groceries. Since the ad is visually appealing