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Fowles !5 basic needs

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  • 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.

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