Jim Fowles Advertising's Fifteen Basic Appeals

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 directing there concepts 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. Jib Fowles essay, about the 15 appeals of advertising, helps distinguish which techniques Carls Jr effectively utilizes. These techniques and appeals include: the need for attention, physiological desires, and sex appeal. The first of the fifteen appeals that Jim Fowles discusses, and are highly …show more content…
Carls Jr uses sex appeal, the need for attention, and the physiological need of hunger as a strategy to connect with the viewer’s emotions; this includes both direct and subliminal approaches. It’s highly unlikely that the ads intent was to specifically sell sex, however it does show a direct relation between desire and hunger. These techniques establish the necessity of Carls Jr food products within the consumer’s lifestyle. The Carls Junior ads achieve this through references to social pressures as physical insecurities and false hope; additionally, the Carls Jr’s marketing campaign is highly suggestive of what the average woman should look like and who consumes their