Jib Fowles 15 Appeals Essay Summary - Amazon S3.
This essay explains how Jib Fowles has analyzed the emotional appeals that advertisers use to shape the consumers physiological and psychological needs. The essay also attempts to provide a brief explanation about the fifteen basic emotional appeals of advertising. The need for sex, affiliation, nurture and guidance are some examples of the basic needs that Fowles has considered in his study.
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Advertising is an activity that includes spreading the word about some type of business or a product. Advertising can either boost a product or a business’ reputation; which causes high sales, or it can destroy the product or the business, making it a failure. Today, advertising is everywhere, advertising is completed with the help of the internet, satellite, and even through people.
Advertising appeals are communication strategies that marketing and advertising professionals use to grab attention and persuade people to buy or act. In rhetorical theory, the idea of an “appeal” dates back to Aristotle, who identified the three main appeals of communication (also known as the rhetorical triangle ): ethos, pathos, and logos, or, in modern language, credibility, emotion.
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