Advertising’s 15 Basic Appeals, Essay Example

According to Jib Fowles essay entitled, “Advertising’s 15 Basic Appeals”, there are a number of emotional as well as other sub-national appeals that global business firms employ in order to attract customers and sell their products and services (Fowles 73).  Furthermore, based on various psychological research studies it is also clear that commercial firms mostly use ads that influence audience attention including their emotional appeal, desires and motives (Fowles 84). In that sense, advertisers usually employ ads and images that deeply attracts human desires and psychological needs including the need for attention, the need for sex, the need for affiliation as well as the need to achieve and the need to dominate among many other human needs and desires. In most cases, human beings usually faces a number of challenges and problems in life including unfulfilled urges and consciousness and advertisers mainly aim at providing and manipulating  images and messages that will appeal to human  inner needs, urges and desires (Petracca, and Sorapure 12). Therefore, this paper will mainly focus on the analysis of the advertisement of the Chanel Perfume is Your Chance Ad, based on the “Advertising’s Fifteen Basic Appeals”, Essay by Jib Fowles.  The paper will also describe how the various emotional have been used in the Chance Chanel Ad especially in order to attract customers towards the purchase of the Chance Chanel Perfume.

Summary of the Ad (Image)

The Chance Chanel ad mainly depict three young women in their early teens or around their twenty something years. The ad is mainly designed to capture the emotional appeal and attention to women between the ages of eighteen to twenty-nine years in order to promote the selling and marketing of the Chance Chanel fragrance in the market.  The images are self-explanatory and depict the beauty and attractive nature of the three women including their pastel dresses. All the three women on the ad are holding the Chance Chanel fragrance with energetic zeal. In addition, each woman is holding a bottle of the Chance Chanel perfume that is the same color as their dresses. The three young women hair color and shoes also matches the Chance Chanel perfume they are holding. Moreover, the ad also depicts three women from different ethnicity and cultures although all of them are happy and enthusiastic.  The main message and information that accompanies the ad states, “CHANCE CHANEL Take your Chance!” The three young women are also very energetic, happy and are jumping up with a lot of energy splashing the giant bottles of the perfume around.

Therefore, based on the Jib Fowles essay, “Advertising’s Fifteen Basic Appeals”, it is clear that this ad effectively appeals to the emotional motives and desires of women in the society. In that sense, the ad will attract women attention thus achieves the main goal of the advertisement that is to promote the purchase of the Chance Chanel perfume in the society.  The ad also employs various subconscious and emotional appeals including the need for affiliation and the need for attention (Levinson 1628).

According to Jib Fowles essay, the need and desire for affiliation is mainly based on individuals need to associate with others (Fowles 90). It also covers the desire to please and win the affection of others in the society. For example, in the ad the three women are all holding the Chance Chanel perfume bottle and are all happy and energetic.   The three models in the ad indicate good social life, are having fun and have effective friendship based on their use of the perfume.  Therefore, the ad will provide high market and attraction to various customers especially young women customers to purchase the Chance Chanel perfume. This is based on common tastes and interest of women as depicted in the image.

In most cases, women love the need for attention and to get noticed. This is clearly depicted in the ad where all the women are happy, are energetic and smartly dressed. This will attract other women to purchase the fragrance in order to attract the attention of others. The three women in the ad are also very beautiful and attractive based on their body size, and this will encourage other female individuals in the society to purchase the Chance Chanel perfume.  The bright and desirable qualities of the image will also motivate other women to purchase the perfume. This is because the ad depicts women with high self-esteem and beauty, and this will effectively market the perfume. The ad also employs model-like or celebrity-like based imagery and qualities of young women thus attract women attention.

Conclusion

In conclusion, it is clear that the Chance Chanel ad mainly employ the use of emotional appeals in order to attract consumers such as women to buy their products. The prominent appeals in the ad include the need for affiliation and the need for attention.  Based on my viewpoint and perspective, I believe that the ad will attract more customers and allow the Chanel firm to sell the Chance perfume and products. This is because the ad appeals to women aesthetic sensation needs, attention needs, as well as emotional appeals and affiliation need thus, will encourage young women to buy the Chance Chanel perfume.

Works Cited

Fowles, Jib. “Advertising’s Fifteen Basic Appeals”.  (2004): 73-90 Retrieved from http://wendtenglish201f09.wikispaces.com/file/view/Advertising’s+15+Basic+Appeals.pdf

Daniel. “Mass Advertising as Social Forecast (Book Review).” Library Journal 101.14 (1976): 1628.

Petracca, Michael and Sorapure, Madelein. Common Culture: “Advertising’s Fifteen Basic Appeals”.  Upper Saddle River: Prentice Hall, (1998): 11-17. Retrieved from http://www.cyberpat.com/shirlsite/education/essay2/jfowles.html