15 Basic Appeals
Advertisements are part of our everyday lives. From the moment that we step into the world, we are bombarded with a society that has been shaped by advertising. In the article, “Advertising’s fifteen basic appeals”, (Prentice Hall, 1998), Fowles explains how advertisers try to influence consumers through various physiological and psychological levels.
According to Fowles, humans have a number of needs that appeal to their psyche. For example, the need for sex, affiliation, nurture, guidance, and physiological needs. He states that these basic needs, along with many others, are what influences society’s decision making. Fowles states, “ by giving form to people’s deep-lying desires and picturing states of being that individuals privately yearn for, advertisers have the best chance of arresting attention and affecting communication” (Fowles, 1998, p.1). Advertisers try implementing messages, both hidden and apparent, in these needs in hopes of trying to manipulate our......
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