Jib Fowles’ “Advertising’s 15 Basic Appeals” (adapted from Common Culture, 2004) In this essay, Jib Fowles looks at how advertisements work by examining the emotional, subrational appeals that they employ. We are confronted daily by hundreds of ads, only a few of which actually attract our attention. These few do so, according to Fowles, through "something primary and primitive, an emotional appeal, that in effect is the thin edge of the wedge, trying to find its way into a mind." Drawing on research…
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