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15 Basic Appeals Essay

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“Advertising: 15 Basic Appeals”
by Jib Fowles
(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 p...

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