1. Advertising’s Fifteen Appeals
Jib Fowles

2. Advertising Appeal
The advertising appeal refers to the approach attract
the attention of consumers and influence on their
feelings.
Can also be viewed as “something that moves people,
speaks to their wants or needs, and excites their
interest.”

3. Emotional appeals
Emotional appeals relate to the customers’
psychological needs such as consumers’ emotion and
feeling
Many’ motives for their purchase decisions are
emotional

4. The need for sex
Advertisers appeal to the
need for consumer’s
attraction, though it’s
quite easy for the ad to
become to blatant

5. Need for affiliation
As a part of human
nature, we desire to be
in good company and to
have good relationships.

6. Need to nurture
“to feed, to
support, help,
console, protect,
comfort, nurse,
heal.”
For take care of
small defenseless
creatures such as
children and pets

7. Need for guidance
Every human has a need to be nurtured, protected,
shielded, guided

8. The Need for Prominence
A portion of human nature is the desire for prestige
and high social status.

9. The Need for Attention
A primitive human instinct is the desire to be looked
at.

10. The Need for Autonomy
The need to be individual and independent.

11. The Need to Dominate
A human desires to be powerful, strong

12. The Need to Satisfy Curiosity
Humans are curious by nature.

13. The Need to Escape
When life becomes too much to handle, everybody
wants for freedom.

14. The Need to Feel Safe
We like to see that our lives will remain in tact and that
we can avert crisises successfully.

15. The Need for Aesthetic
Sensations
Consumers have a much more acute sense for
the aesthetic than they know

16. The Physiological Needs
Eating, sleeping, and drinking.