Jib Fowles Advertising's Fifteen Basic Appeals

Our world relies on consumers to purchase products. Purchasing products is what keeps the country on its feet. As there are consumers, there are also producers. These producers sell their products by advertising to consumers. Furthermore, producers appeal to their consumers in these ads to make their products seem more enticing to buy. In Jib Fowles’s essay “Advertising’s Fifteen Basic Appeals” he exclaims that, “Human beings, it is presumed, walk round with a variety of unfulfilled urges and motives swirling in the bottom half of their minds” (Fowles Par. 2). With this being said, advertisers appeal to their consumers through these subconscious urges. For example, in the Silverado “strong” ad, Chevy displays their Silverado truck being driven around by hard working Americans, and it also shows families together. Also, there is a song in the background that is about working hard and being “strong” like the Silverado truck. Through this ad, the producers appeal to the need for aesthetic sensations, the need to achieve, the need for guidance, and the need for affiliation. The first Jib Fowles urge this ad appeals to is the need for aesthetic sensations. Fowles explains that in ads the, “photography or filming or drawing is near perfect, the type style is well chosen, layout could scarcely be improved on” (Fowles Need for Aesthetic Sensations). The ad appeals to this because the Silverado is brand new, clean and shiny. Also, the layouts include a construction site, and a farm. These layouts are associated with hard work which lead consumers that the new Silverado is “strong.” Through these layouts and scenes of the truck, the consumer can see that while the truck is new and good looking, the truck can also withstand any activity that its owner may put it through. Next, is the ad appeals to the need to achieve. Fowles declares that the need to achieve is, “the drive that energizes people, causing them to strive in their lives and careers” (Fowles Need to Achieve). Achievement is gained through hard work. In the ad, it displays people working hard. For instance, the ad shows men welding and also firemen. Both of these jobs are hard work, but when the welder finishes his or her job or the fireman puts the fire out both of these people feel a since of achievement in their lives. The whole ad is associated with hard work which eventually leads to achievement. Through these scenes the consumer automatically will connect the Silverado with achievement. Furthermore, the song in the background is also about the working hard. This helps to in deepen the message of achieving throughout the whole commercial. Third, is the ad appeals to the need for guidance. Fowles says that we as humans want, “to be protected, shielded, guided” (Fowles Need for Guidance). More specifically, Fowles believes that, “Parent like figures can successfully call up this need” (Fowles Need for Guidance). Throughout the ad, there are many scenes that depict guidance. The two that stick out the most are the husband and wife fishing and the father and son at a baseball game. The ad opens up with an …show more content…
The ad shows the need for aesthetic sensations, the need to achieve, the need for guidance, and the need for affiliation. Throughout the ad, the producers of this product are able to pull out memories of the consumer. By showing many scenes of families grandparents, this can take the consumer back to when they were a kid. Also, the ad displays hard work, and a background song about hard work. These scenes and songs apply to the truck’s motto which is “Silverado Strong.” This portrays the truck as tough and strong to the consumer. Finally, many if not all ads apply to these appeals in some way. This is how the producers sell their product. Producers show what the customers want to see, and tell the customers what they want to here. Consumers rarely register that these companies are playing to their emotions. Producers are able to make customers feel what they want them to feel. As a result, through utilizing the Jib Fowles appeals, producers are able to lead the customers straight to their product, bypassing all the other products on the