Write 200 words exploring your ad from two of these basic appeals. The more appeals you can outline, the better chance you'll have of coming up with an intriguing, original ad. DUE FRIDAY, MAY 23. (Also, don't forget to get caught up with the other two RNs by Friday).
“Advertising: 15 Basic Appeals”
by Jib Fowles
(from "Mass Advertising As Social Forecast")
(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, Wadsworth
Source: Media Impact Introduction to Mass Media (4th Ed) Author: Shirley Biagi, Wadsworth
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9 comments:
FSantana
Pick two or three appeals and analyze them in your add...
Being MacDonald's a giant fast food chain, easily i can find the autonomy, as well as autonomy shows on my add. when the consumers even if having the power to chose what they want to eat is governed for the power of the industry, put them to eat what the industry impose to eat. Food marketers need to dominate the interest in young as consumers, because they have the buying power o spending, influence, and as adult consumers, involves challengers such as how to deal with the quality and availability. "The Happy Meal", means they dominate the market.
the fast food industry aggressively invest billion of dollars annually in ads.ex. MacDonald's spent 1.2 billion on their fast food to make consumers conscious of their products. the average of children looking fast food ads. is 10,000 per year on T.V., and also the statistics indicate that 14% of our children are now seriously overweight children can satisfy their curiosity when they go to visit a McDonald's restaurant with their parents, just having the opportunity to have a box of "Happy Meal". Curious is completed when they open the small box to find one by one the toys that come inside the box. that is the time for them to "fell happy and fun"!!!!!
The Select Harvest commercial by Campbell's soup company uses two of the Basic Appeals. The first basic appeal, the need to satisfy curiosity, presents most information to its viewers throughout the commercial in captions by claiming that they are wholesome and organic.In the ad the narrator assists the statistics posted in the captions by lending her voice to the actress's that are also claiming that Campbell's soup is better than Progresso's soup. Because of this,the viewer is more likely to believe that the soup is real. Viewers are not aware of what goes into the soups they consume on a daily basis, so, this ad uses that to their advantage by naming the ingredients that go into their counter-partners soups and by comparing what goes into Campbell's 'Select Harvest' soups. The second basic appeal that this ad portrays ,Psychological needs. Food, this ad portrays soups and the need for a healthier form of consumption. 'Select Harvest' that name alone suggests healthiness and a provoking thought of a fresh farm harvest that is ripe for selection. The entire ad speaks of natural and wholesome ingredients. Many consumers want to eat something real, canned soups are usually highly artificial with coloring and many kinds of flavorings added into it. The Psychological need of consuming food is portrayed here. Diet, weight and healthy eating are all stressed in the ad. This gives the viewers a sense of change in their daily diet by deciding to try something with a new.
While viewing the Publix Thanksgiving Salt and Pepper Commercial, the need to nurture is displayed when the child’s mother comes to the child’s rescue as she picks up the Pilgrim shaker he drops on the floor. Another example of nurturing occurs when the child’s mother is kissing her fathers cheek. A third example is at the beginning of the commercial when grandmas is taking the Pilgrim salt and pepper shakers out of her cabinet so that her family and friends can use them. The use of a grandmother and mother figure in the ad symbolizes nurturing at its greatest level. As I continued to view the commercial I noticed the advertiser was depicting the need for guidance. An example was when the mom helps her son pickup the shaker that he drops. Another example is when grandma taps grandpas’ hand as if to say you cannot eat the green bean casserole until all the food is put out and we are ready to eat as a family. The need for affiliation in the ad is delivered by the images of companionship when family and friends sit together for a thanksgiving dinner. It shows the desire to be near one another. To win each other’s affection and to be in good company. Friendship is another form of affiliation that is captured by the presence of friends at the dinner table
The cover girl ad appeals to the need for aesthetic sensations and need for attention. Cover girl is all about societies look on beauty. In the ad that I’m working on tells the consumer they can look young if they use the non-wrinkle foundation. This tells me that the consumer want to find an attractive look. A look that will attract the eyes of others in the way “beauty” does. Which lead to the need for attention. Wanting others to notice the “beauty”. If the consumer uses this wrinkle free product she or he would feel as young as they look. “You’ll look so young people will be like how is that baby driving a Minnie van.” Was one of the line used during the commercial ad. That specific line let me know that attention is being looked for. The way the line is being used is as if one can look as young as being mistaken for a child. Aesthetic sensation and attention are connected. In a way that they both appeal to the view of others. One is based on society’s view of “beauty”, and the other is based on being noticed by society. Together they help build my thesis by allowing me to point out the main idea of the cover girl ad.
Ana Perez
6. Need to achieve: The professional football players that are featured in this ad inspire hard work and accomplishments – this ad appeals to achievement – these individuals have accomplished hard tasks in their lives by making professional football, actors and sports analysts. Men look up to them and relate to the idea of achieving a goal, to lose weight and feel strong.
7. Need to dominate: The ad sells the stereotype of the ideal man: strong, powerful, aggressive and dominant by using phrases like “eat like a man” “be like a man”. A powerful, strong and good looking man represents success. This persuades the viewer to be more like the Golic brothers that have those qualities.
9. Need for attention: The ad sells a product that offers the solution to lose weight, this types of ads usually target to the female audience but nowadays men want to look good, feel good and be noticed as well. By showing two strong, fit and successfully individuals like two football players as the ideal man, the viewer is persuaded to feel the need to look fit, strong and energetic, if one looks like them, one is a man and will get the attention of those who are around.
In the ad Barbie Dolls of the World, many things can be appealing for a young girl. The Barbie itself is a piece of art (aesthetic), the beautiful dress color the Mexico doll displays. The Holland doll with her long beautiful braids and her cute dress below her knees. It is inspirational and one can relate to it depending each ones country of origin. By seeing the dolls display their country’s traditional dress it has built girls self-stem because they feel the approval from society. This would only mean that beauty can also be a psychological need, at a young age girls need reassurance and a sense of belonging. They begin to look up to the doll and feel that they must be skinny, tall and pretty just like her. That too is how they will again attention from others, by looking pretty. Need for autonomy, the doll is made for a certain culture, (bread apart) “I will stand out because I am different and pretty.” Nurturing could be one sense of appeal because it shows the mom giving the daughter the doll. Reaching out to moms in a way of saying mother knows best, “She will love it, it’s the perfect gift.”
My ad about gamefly featuring basketball star Blake Griffin mainly uses only two of these advertising basic appeals. Those being the need to dominate and the need to escape. The need to dominate because the better games you get the better experience you get compared to other gamers. As well as dominating in gameplay. For example, beating friends or breaking their records will give one that dominating feeling. More importantly the need to escape. Some people see video games as a way to help them relieve stress and relax after a tough day of work, school, etc.. Escaping in to video games is a common thing that happens to everyone who enjoys playing games. Escaping real life can be great since there is total control of everything in side the video games.. My ad just shows the consumer how to be amazing. When subscribing to them negative activities or boring activities are replaced with much more entertaining ones. Gamefly shows Blake Griffin coming out of a blank old tv riding a jet pack. He is showing dominance of amazing. Meaning Blake Griffin is much more amazing then everyone else because he is a subscriber to Gamefly. He is on top of the chain in this ad and to be like him one must sign up now.
Being that my ad is about Nike so I will affiliate that with aesthetics sensation. Aesthetics sensation is has many different meaning bit the one I'm using is enhancements. When you see an over weight kid that is overcoming obstacles with an deferment look on his face it straight forward that Nike did an good job on that ad to show people that if you choose to wear Nike accessories you will have the will to do anything you put your mind to. the second one will be the need to achieve. achieve is when "the ability to accomplish something difficult and succeed identifies the product with winning. Sports figures as spokespersons project this image". as I stated before many people dought that an obesity kid has the will to lose the weight but Nathanael the twelve year old kid had the will when Nike step to him and his parents about the idea of the commercial. The young men never had the will nor the concern to lose the weight before hand.
My ad has 3 appeals that it portrays. One appeal used in this ad is the need to nurture. The appeal is to the audience’s maternal or paternal instinct to protect small, defenseless children. The ad creates this appeal by using a small girl. Symantec choose to use a girl to target dads by appealing to their need to dominate. Men need to be seen as masculine, controlling and dominating their environment. Men are stereotypically seen as the protectors of a family. Another appeal used in this ad is the need for attention. There is a beautiful woman who is exposing her breasts while leaning promiscuously on a man. In the ad the woman is portrayed as a danger to the young girl because the young girl will grow up to believe that dressing and behaving promiscuously is the only way to get attention. The last appeal is the need to feel safe, to be free from any threats. Parents use precaution to keep their families and children safe and out of harm’s way. The ad portrays this appeal as the product itself. The anti-virus software is the security to keep the parents and their children away from any virtual dangers.
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