Advertizing’s 15 Basic Appeals (by Jib Fowles)

I have always found it interesting how writers go about creating captivating and tantalizing advertisements. But, I never fully understood the appeals writers will use when designing these ads. I knew about sex appeal, the need for attention and the need for nurture and guidance, but I was not aware of the appeals to dominance, prominence, aggress or escape. What I found most interesting was that only 2 percent of the television ads he surveyed used sex appeal. I would have thought it would have been a much higher number, but, as was stated in the article, it may be too blatant of an appeal, and may detract from the actual product in the advertisement. I also found it telling that the most used appeal is the need for affiliation, clearly, Americans are very concerned with conformity and being included, and advertisers take advantage of this.


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