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 …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