Advertising's
15 Basic Appeals, by Jib Fowles
(from "Mass Advertising As Social Forecast")
1.
Need
for sex- surprisingly,
Fowles found that only 2 percent of the television ads, he surveyed used this
appeal. It may be too blatant, he concluded, and often detracts from the
product.
2.
Need
for affiliation- the
largest number of ads use this approach: you are looking for friendship?
Advertisers can also use this negatively, to make you worry that you'll lose
friends if you don't use a certain product.
3.
Need
to nurture- every time you
see a puppy or a kitten or a child, the appeal is to your paternal or maternal
instincts.
4.
Need
for guidance- a father or
mother figure can appeal to your desire for someone to care for you, s you won't
have to worry. Betty Crocker is a good example.
5.
Need
to aggress- we all have had
a desire to get even, and some ads give you this satisfaction.
6.
Need
to achieve- the ability to
accomplish something difficult and succeed identifies the product with winning.
Sports figures as spokespersons project this image.
7.
Need
to dominate- the power we
lack is what we can look for in a commercial "master the
possibilities."
8.
Need
for prominence- we want to
be admired and respected; to have high social status. Tasteful china and
classic diamonds offer this potential.
9.
Need
for attention- we want
people to notice us; we want to be looked at. Cosmetics are a natural for this
approach.
10.
Need
for autonomy- within a
crowded environment, we want to be singled out, to be a "breed
apart." This can also be used negatively: you may be left out if you don't
use a particular product
11.
Need
to escape- flight is very
appealing; you can imagine adventures you cannot have; the idea of escape is
pleasurable
12.
Need
to feel safe- to be free
from threats, to be secure is the appeal of many insurance and bank ads
13.
Need
for aesthetic sensations-beauty
attracts us, and classic art or dance makes us feel creative, enhanced
14.
Need
to satisfy curiosity-facts
support our belief that information is quantifiable and numbers and diagrams
make our choices seem scientific
15.
Psychological needs- Fowles defines sex (item no.1) as a biological need, and so he
classifies our need to sleep, eat, and drink in this category. Advertisers for
juicy pizza are especially appealing late at night.
Source: Media Impact Introduction to Mass Media (4th Ed) Author: Shirley Biagi,