Advertising's Fifteen Basic Appeals, By Jib Fowles

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 to catch the consumers’ eyes and motivates 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, …show more content…
Fowles wrote the need to feel safe means we stay away from danger. And he concluded, “Nobody in their right mind wants to be intimidated, menaced, battered, poisoned” (146). The need to feel safe is a product gives users a sense of security when they use this product. In the Aveeno advertisement, which mentioned in the appeal the need for attention, advertisers also try to express their product is the need to feel safe. The advertisement texts “Naturally Beautiful Results” at the top right corner, and “The exclusive ACTIVE NATURALS formula has soy, one of natures’ most effective tone correctors” at the bottom. This phrase and sentence emphasize its product is natural and harmless. In the Burt’s Bee’s, the main color of the advertisement is green. Green means natural and healthy. Meanwhile, the advertisement announces “100% natural ingredients” at the bottom of the advertisement, which tells consumers that it has no chemical composition, and it can feel free to use it. Females do care about their skin and faces. They want to keep their skins and faces healthy and slow aging as they get older; therefore, most women pay attention to the ingredients of products of safety. The need to feel safe is not only used in skin care but also used in many products, such as dietary supplements and sanitary napkins. The Natrol, which is a melatonin dietary supplement. It mentions at the bottom of the advertisement that this is “100% drug-free.” On the top, a female model is asleep, and her mouth is open. We can think she finally has a nice sleep and is relaxed. Insomnia no longer plagues because of this supplement. Similarly, Always, the brand of radiant pads, gives females a sweet sleep. It has eight relaxed sleeping poses to around a text, “Always Overnight pads have a 75% larger back for up to 10 hours of protection while