Using Jib Fowles Life Without Walls

Advertisements play an important role in business progression and consumer decisions in the United States. Due to their aid, consumers are led to believe that ads help make a purchase that would, in turn, help businesses and themselves. With advertisements appearing on billboards, television, and a myriad of locations on the seemingly infinite space of the Internet in a clever way, there is bound to be at least one that affects one's decision-making process either the most or rather significantly. An advertisement that protrudes out into the light of memorable pieces of art, in terms of composition simplicity and personal impact, is an ad for Microsoft, titled "Life Without Walls.” Using Jib Fowles’ Fifteen Basic Appeals (“Advertising’s Fifteen

For example, in this ad we see a tall, skinny, young man standing before a wall, in which a hole in the shape of the Microsoft. Additionally, there is also a bright light that is occupying the room. Here, the need for achievement is present with the man in the ad standing rather proudly in the light before the hole he has made. His decision is displayed with a sense of fulfillment as he looks forward at his work's positive consequence, which he stirred to make a difference in his life by relinquishing the shadows that suppressed his innovative spirit. The man in the ad's action influences the consumer to understand that the Microsoft’s products are important tools that anyone in the entire world can use to easily meet any goal they set their minds towards. These human-set goals are not limited by pre-defined boundaries devilishly fabricated by others, but are rather infinitely expanding by the coupling of human determination and innovation while striving to make a difference in the limit-defined world. Microsoft then tries to implore that limits upon creativity and success will be vanquished by the simple use of their well-known and successful products. The need to escape from a daily routine is another pivotal element in appeal within this advertisement that successfully makes an impact upon a consumer’s way of thinking. For example, the man in the ad is

These appeals, although not as obvious, are as important as the primary appeals and help the consumer solidify their decision in purchasing any Microsoft product. The need to satisfy one’s curiosity is subliminally present, influencing others to think about what life would be without figurative “walls” around one’s creative thinking, making them ponder about what they could accomplish. On the bottom left corner of the ad, we see the words “LIFE WITHOUT WALLS” submerged in the shadows of the unknown, which stirs the viewer to think what a “life without walls” would look like in their own life. Compositionally, this ad rouses a consumer’s inquisitiveness and causing him or her to ruminate about what Microsoft’s products can do for them, not what they can do for Microsoft. The consumer is then left to question: Should I purchase a Microsoft product and be opened up to infinite possibilities? Or, should I not purchase Microsoft’s product and be trapped in an environment that restricts personal innovation? The answers to those questions are different amongst all, but strives to passively plague one’s thoughts until they eventually buy the company’s products to try it out for themselves. Additionally, the most prominent secondary appeal that is available is the need for autonomy. This sense of individuality is simply shown by the single man by himself, standing with pride