Topics: Advertising, Appeal, Marketing Pages: 3 (981 words) Published: October 17, 2013
“Advertising’s 15 Basic Appeals” was written by Jib Fowles and published in 1982. Fowles has written other books on the effects of media on society such as “Advertising and Popular Culture” published in 1996. He is also a researcher, publisher, and professor in media. “Advertising’s” has also appeared in “Mass Advertising as Social Forecast” by Jib Fowles. From the title, you can expect that this essay will explore the reasoning behind advertisements and why people like them. It is an appropriate title because Fowles breaks down each “appeal” he lists and explains why it is used to draw in audiences. This essay’s focus is about the techniques that advertisers use to appeal to audiences. Fowles got his ideas about the appeals from studying advertisements and using interviews by Henry A. Murray, a Harvard professor. Fowles separates the appeals into 15 parts and gives details on how each is used and how often. His purpose it to inform advertising, marketing and media students, and also other educators on how to us ads to appeal to the public. Also, he wanted to inform the general public on how they are being influenced. The target audience is mainly students who are studying media.

Fowles does a good and effective job of getting his point across. His goal is to educate students and he does that well. His information is organized well, which makes the essay easy to understand. He uses a lot of details and examples to back up his points. Finally, Fowles ends his analysis by explaining to the reader how to look at ads for the things he wrote about. “Advertising’s Fifteen Basic Appeals” is a good resource for any student interested in learning more about the media.

When looking at “Advertising’s” by Jib Fowles, the reader can easily see what each of his appeals is. He gives each appeal in a number list and describes each appeal in that list. This way of presenting information makes it very easy for the reader. Someone can simply pick and choose what parts of...

Cited: Fowles, Jib. “Advertising’s Fifteen Basic Appeals”. Writing and Reading Across the Curriculum
Ed. Lavrence Behrens and Lenard J. Rosen. Boston: Pearson, 2013 551-68. Print.
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