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Techniques Used In Advertisements And Southern Living

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Advertisements are strategically created to target a certain audience in order to sell a product. The fifteen basic appeals by Jib Fowles, are the most commonly used in advertisements to persuade a wide range of consumers. In the magazine, Southern Living, there are a total of 42 advertisements that contain 9 different appeals. The need to nurture and need for attention are the top two appeals used in these advertisements, who's intended audience are men and women with southern cultural interest. The magazine contains 9 of the 15 appeals with the need to nurture as the most used with a total of 13 ads as shown in Figure 2. The need for sex, affiliation, guidance, aggress, and the need to satisfy curiosity all failed to make an appearance on ads found on the magazine. Figure 2. Illustrates the number of ads per appeal and the percentages of those numbers. From the table it can be concluded that the need to nurture is the dominant appeal followed by the need for attention with 14 ads. The need for safety and escape are equally represented with a total number of 5 advertisements each. The same goes for the appeal for physiological needs and aesthetic sensations, with 4 ads each. The need for autonomy and need to achieve are also equally represented with 1 …show more content…

In the ad, there is a kid playing the harmonica while a dog sits next to him enjoying the sound. The image is in black and white, but the product that is being advertised is in color, making it stand out from the rest of the ad. There is a caption that reads, “ Feed the good” and, “ Dogs bring out the good in us. Pedigree brings the good in them”. The advertisement is sending a message of nurture to its audience using the elements of the kid and dog having a good time, the text, and the color that makes the product stand out from the black and white image. ( Southern Living

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Since the beginning of media and advertising, marketers have employed subtle tactics to attract a more diverse customer base. In Jib Fowles essay, “Advertising's Fifteen Basic Appeals”, he discusses the fifteen appeals advertisers use to engage the consumer’s interest in buying their products. These different advertising techniques are directed towards a target audience; including males, females, elders, and teenagers. However, in some cases, the Carls Jr ad being analyzed has multiple audiences; primarily the male and female audiences. The male audience is more influenced by the sex appeal in the ad (i.e., the use of a model and suggestive wording), meanwhile the female audience is more influenced by the desire for attention and acceptance.

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This theme is a great example of how pathos was incorporated into the advertisement. Pathos was first seen when the advertisement opened to a group of puppies. Animals are an easy way to get the attention of the audience because who wouldn’t want to watch an advertisement about a puppy? Pathos continued as the puppy ran off, meeting a horse and becoming instant best friends, toying with the emotions of the audience. It only escalated with the pony and the puppy couldn’t be together, because the owners kept bringing them home.

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