Human aspect and element –Jib Fowles, Ph.D. Professor of Communication at the University of Houston, Clear LakeIn this essay, Jib Fowles explains that advertisers have two ideas in their ads: the product information the emotional appeal in the minds of consumers He elaborates on psychologist Henry A. Murray's research on fifteen particular appeals that are most common in advertisements. Murray's research concludes that consumers have needs that they react to in ads.Henry A. Murray (1893-1988) American psychologist and Harvard professor, was a pioneer in the development of personality theoryMurray's main interest included personology"Basic Concepts for a Psychology of Personality", (Journal of Psychology, 15, 1936) Personology as "the disciplined study of human nature." This included studying individual memory, thought and action and their development over time, studying the integration of a person's inner outer life, their likes, dislikes, feelings and fears, andcategorizing elements which contribute to an enduring life-long disposition, both professional and vocational.
Need to knowHumans curious by natureInterested in the world around them and intrigued by tidbits of knowledge and new developements
Jonathan Barnbrook. Olympuke ("Drowning in Advertising"). 2009. 320 × 480 pixels.
Human Aspect and Element Advertising’s Fifteen Basic Appeals by Jib Fowles1. The need for sex2. The need for affiliation3. The need to nurture4. The need for guidance 9. The need for attention5. The need to aggress 10. The need for autonomy6. The need to achieve 11. The need to escape7. The need to dominate 12. The need to feel safe8. The need for prominence 13. The need for aesthetic sensations 14. The need to satisfy curiosity 15. Physiological needs: food, drink, sleep, etc.