15 Appeals

Manipulative Advertisements

In Jib Fowles essay “Advertising Fifteen Basic Appeals”, he explains how advertisers try to manipulate the consumer’s mind employing emotional appeals in their products. Magazine ads contain a variety of symbolic messages in an attempt to reach their target audience to manipulate their decisions.

Allure’s magazine bombards the women with pleasing images to draw their attention in to the ads. The Advertisement for the Chanel fragrance from the Chance series Eau Tendre seek to slice through its female audience’s mind and appeals to its need for attention, prominence and aesthetic sensations. The ad depicts a naked women with pink flowers wrapped around her body hugging a huge round bottle of pink perfume. This beautiful woman has her hair pulled back with a pink ribbon on top of her head and her eyes closed. The ad say, “It’s your chance, Embrace it”, to persuade women to buy this product because it will make you feel confident and comfortable and desire to wear it even if this product is expensive. Channel is a supplier of luxury merchandises, so if you wear this fragrance you will smell nice, seduce anybody and be the object of attention. The woman is clearly on display and selected to stimulate our needs. This advertisement is asking for the need for attention. Also if you want to be admired, respected and have a high social status you need to use this product as well. This fragrance shows too the need for prominence because women admire brand names. The layout is intriguing because of the white background with the attractive light pink bottle and flowers that shows the beauty of the model. The ad has natural effect; it is aesthetically pleasing to look at.

Another advertisement is for a Citibank American Airlines Advantage program. The ad illustrates a happy woman relaxing in a hammock near a lake. The ad says the first and best loyalty program. This ad contains basic appeals, the need for autonomy and the need to escape....