Advertising's 15 Basic Appeal Analysis

Ranging from commercials, newspapers, movies, and magazines, advertisements are one of the top most prominent things that society gets bombarded with on a daily basis. The problem that many individuals including myself is that we fall victim to the manipulation of the advertising sharks and their devious tricks. In the article ‘Advertising’s 15 Basic Appeals’ by Jib Fowles, the author portrays how advertisers use 15 basic emotional appeals, both conscious and primitive in order to get you to say ‘I want and need that!’ In National Geographic, a historical, anthropological, discovery-based magazine, advertisers focus their energy on the middle-aged, middle-class, educated audience, who want to improve their intellectual integrity, but also improve …show more content…
Jib Fowles describes this emotional appeal as, ‘the need to accomplish something difficult. To overcome obstacles and attain a high standard. To excel one’s self. To rival and surpass others.’ (143) In the ad ‘Wildlife as Canon sees it’ by Canon there is a small map in the top left-hand corner of the page showing the general location of the Indochinese tiger. Next to the picture of the map are demographics about the tiger’s size, weight, habitat, and the surviving number. In the middle portion of the page is a very large, clear, picture of an orange and white, black-striped, male Indochinese tiger looking into the horizon prowling on a leaf-covered ground at twilight. Underneath the picture in large bold print are the words ‘WILDLIFE AS CANON SEES IT’, followed by a description about the tiger and its rarity with the words ‘As Canon sees it, images have the power to raise awareness of the threats facing endangered species and the natural environment, helping us make the world a better place.’ Underneath this text in the bottom left-hand corner is a picture of the Canon EOS System, with the Canon logo in the bottom right-hand corner. To the readers conscientious about animal preservation, or to the photographers that just want to make a difference, this is the perfect form of achievement. Canon is stating that by having this camera system from the Canon company …show more content…
We feel the pressure of the advertisers in all of the commercials with our favorite celebrities flaunting their luscious, shiny, long black hair in the Pantene ads, or that one singer batting her perfectly full eyelashes for a Covergirl mascara commercial. Subconsciously people want to be just like the celebrity they idolize, and the buyers purchase that product in hopes that they too will look like their perfect idol through the use of it. Jib Fowles describes the need for guidance as, “…to be protected, shielded, guided.” (142). In National geographic, the need for guidance may be subtle at first but is soon very apparent in this full-paged ad for an Egyptian tour with Dr. Hawass. On the top of the page in large white print are the words ‘Egypt Tours’ and underneath it on the right-hand side in smaller writing is ‘with special guest Dr. Zahi Hawass the most famous archaeologist in the world’ in black print. Next to the quote is a large picture of Dr. Zahi Hawass staring to the right in his jean shirt and tan sun hat, standing in front of the Great Pyramids of Giza and the setting sun, taking up half the page. Underneath the picture is a black strip with the tour dates for the year 2016. Taking up the bottom half of the page is a tan box, with information about the tour and the places the tourists will visit on the left-hand side, and on the right-hand side is a quote from