We have seen it on billboards, in magazines, on the radio, and even on television. Everything under the sun is either advertised or broadcasted everyday in an attempt to catch our attention and for the hopes that we might be interested in the product. What a lot of people don’t realize is that the advertisements have a very important purpose and withhold more detail for the sense of our appeal and what we truly desire, including such things as emotional appeal or even the need to achieve and countless other appeals.
In the article, “Advertising’s Fifteen Basic Appeals” by Jib Fowles, he shows the fifteen appeals that are keen to our senses and how the articles of advertisements catch our attention so much and somewhat manipulate us to where we are somewhat mesmerized by their product and catch us in to the thought of needing that product. Things such as food, alcoholic beverages, or even electronics they would like us to purchase that will “supposedly” improve our lives. Magazines are filled with advertisements such as the magazine the Rolling Stones which is a very famous magazine that has been around for a long time.
Advertisements are more than just those annoying commercials or pages you just flip past to get to the good stuff; they are what actually gets us in to buying things that we posses on a daily basis. In the Rolling Stone magazine, it has a big and various collections of advertisements throughout the entire magazine. Most are very bold and show some kind of appeal that is an attempt to catch our attention and take in the product in a chance of purchasing it as well. One of the advertisements is for Bud Light Platinum and it takes up two pages within the magazine.
It shows two pictures of the bottled beverage and makes it seems as if it is cold and tasty. The two appeals that appear in the article are for the need of domination and the physiological need for the drink. It shows domination because of its bold and manly appeal it gives off. One example which supports my evidence is the quote of Jib Fowels explaining what advertisements do to the viewer.
He states, “By giving form to people’s deep-lying desires and picturing states of being that individuals privately yearns for, advertisers have the best chance of arresting attention and affecting communication. And that is the immediate goal of advertising: to tug at our psychological shirts sleeves and slow us down long enough for a word or two about whatever is being sold. ” (Jib Fowles) This really gets down to the truth of what the advertisements purpose is, to get the audience to respond and be interested in what the producer is trying to sell. The advertisement is more for persons that are 21 and older and appeal to the sense of desiring the product to consume.
Another advertisement that is within the pages is for another alcoholic beverage called Stella Artois and shows a delectable glass of the beverage in hopes that the beverage is appealing to the reader of the magazine. It catches the appeals of affiliation and attention. The last advertisement that catches the same appeals as the other two and is for Belvedere Vodka and it shows people having fun and enjoying themselves because of the vodka product and wants to show that if people purchase this product, they will be able to have as much fun as the people in the picture.
From the appeals of domination and the physiological need for the drink, it is a never ending battle in the advertisements for beverages. Another part of advertisements is the need and sense of the particular product and purchasing the product because of the many wonderful things it has to offer as well for the consumer. One of the advertisements is an ad for Pennzoil motor oil. It shows a jeep and famous country singer, Tim McGraw holding a bottle of the Pennzoil. Within Jib Fowels article, he gives a great description of what the need to escape in advertisements is and what it does to the consumer.
He states, “But in every instance, the consumer exposed to the advertisement is invited to momentarily depart his everyday life for a more carefree experience, preferably with the product in hand. ” (Jib Fowels)This gives a more clear description as to why the need to escape is important within the advertisement from Fowels examples in his article. This would catch the reader’s attention for the feel of excitement and if the reader is in to either cars, or even the tall a handsome artist standing in the advertisement.
It uses the need to escape as for the escape in the jeep in the picture to show the fun and freedom of riding down dirt road and just having fun in a lifted red jeep and escaping the problems if you use their product to make sure your engine runs well. Another advertisement that is shown in the Rolling stones magazine is for Ray Ban sunglasses and shows a woman and man kissing wearing the sun glasses in the middle of a crowd and says at the top in big bold white letters “Never Hide”.
The appeals given in the situation is the need for affiliation because of the touching and kissing of the two people it gives the feeling of emotion and the sense of interacting with another of the opposite sex. The appeal to satisfy the physiological need for the product is portrayed as well in the advertisement. Another Ray Ban advertisement is given on the following page showing three women in revealing clothing running in the rain and having fun. The appeals of this advertisement are attention and sex.
The need for attention is given in this advertisement because of the revealing women that may catch the eye of men because of the ladies in the picture. One last advertisement that appealed to sex and affiliation was an advertisement for Havaianas and shows a strong muscular man without a shirt on cradling a woman in a short dress in a bar. This appeals to affiliation because it has to do with the touching and appeal of the two people together but has to do with the sandals they are wearing and its purpose is to make the reader want the sandals as well.
Whether it is an advertisement for excitement or for the need of affiliation you will always find an advertisement that provides products that the magazine is trying to persuade you to buy. The need for guidance and to feel safe is another two appeals that are shown in a advertisement for State Farm insurance that shows the difference of being with the insurance and not. Another quotation from Fowels about feeling safe gives the reader an inside as to what the advertisement tries to accomplish for the consumer to be interested in the product. He states, “Nobody in their right mind wants to be intimidated, menaced, battered, or poisoned.
We naturally want to do whatever it takes to stave off threats to our well-being and to our families’. ” (Jib Fowels)This explains that when it comes down to every one of us, we want and need the feeling of being safe and protected; it’s a natural state of mind that we want not only for us, but for our families as well. The advertisement was tickets for a concert one being just the ticket tabs saying “good state” compared to V. I. P. passes for the concert representing the company saying a “better state”.
This shows the need for guidance because it is trying to tell the reader what insurance to choose and that State Farm is the better insurance and the need to feel safe is the other appeals because insurance gives you the feeling of being safe because you are protected in any situation and that’s what insurance is suppose to do. Another appeal of guidance in an ad is for Garnier Fructis shampoo and shows a blonde woman holding a bottle of the shampoo for the advertisement. This gives guidance again to show that the consumer of the magazine should choose their product because it helps with hair damage and says it’s a great new formula.
The last advertisement that shows two of the fifteen appeals is a Budweiser advertisement. At the top all the way across the two pages in white bold letters it states “Made in America” and which gives a crowd and names of famous singers and bands below the words and gives these names for a concert that will be provided by Budweiser Company. This gives an appeal of guidance and attention because of the guidance to choose this brand because it provides things people this day in society like the bands shown on the page.
Also, it gives attention because it shows the bands names in bold wording and a lot of color within the picture so it really catches your eyes when you flip to the pages. Whether it’s bold or has beautiful faces within the pictures for advertisements, they businesses are always trying to appeal to your attention and guidance in countless and different pictures in a magazine, it is come to show that businesses have countless ways of getting your attention. So in conclusion, it has come to show that whether it is in a magazine, on television, on the radio, or on a billboard on the side of the road, advertisements are everywhere we go.
From hair products and insurance, to alcoholic beverages, businesses are constantly trying to lour us in and catch our attention using the fifteen appeals that conflict with the way we view things and what grabs our attention. Also, the great detail that goes in to these advertisements is key because the producers strive to get the consumer to embrace in the advertisements. To the audience, the appeals that are given by Jib Fowels are explained and given in great detail in his article of the fifteen appeals in advertisements. This really does play a big role behind the industries of the millions of businesses around the world.
These were just some examples of many advertisements in the Rolling Stone that are seen around the world within just one magazine. It is truly seen that no matter where we are or what we are doing there is always something being advertised for products of different sorts for whatever the businesses may be and hope for every reader or viewer to want purchase whatever is being displayed. This goes to show that there is always going to be a never ending battle in the vending and selling of products that producers try to get us to consume on a daily basis and just how they do it with the appeals of what we truly desire and need.