Free Essay About Appeal In Advertising

Jib Fowles’ essay, “Fifteen Basic Appeals” in advertising can be applied to any advertisement on sees in print, on television or video and on the radio. He proposes that advertising directly affects us at an emotional level, not a rational and conscious level (Fowles). Advertisers and marketers understand the strength an emotional reaction can have in influencing a person’s choice or motivation in making a purchase. Advertisers and their creative teams design ads that are appealing and touch us deep inside our hearts and minds. Advertisers use both psychological approaches and artistic talents to create these ads that touch us so deeply. Advertising has evolved into a very distinct “science”. Open any magazine or watch any television show and there will be a product that you see and must absolutely have despite the complete lack of need for the product.
The advertisement for Chanel’s newest fragrance, “Chance” is marketing at its shrewdest. The print ad features three young women, probably in their late teens. They are happy and energetic. They are all dressed in attractive, pastel dresses and holding giant bottles of the perfume which matches the dress they are wearing. The pastels are very intentional choices for this ad, pastel colors are not aggressive or intimidating like a fiery red or a sexy, hot pink. The pastels exude innocence and youth. The young women are dynamic and enthusiastic. There are two Caucasian girls and one Asian girl, each has a different hair color and look. The ad makes the perfume inclusive of all ethnicities and cultures. They are jumping up with energy and splashing their giant bottles of perfume around. The message of the ad states, “CHANCE CHANEL Take your chance!”
The first appeal of this ad which is directed towards young women is the “need for affiliation” (Fowles). There is not one model featured in the advertisement but three. The girls have created a friendship based on this perfume. Apparently by wearing Chanel’s Chance a young woman will attract like-minded girls who will want to be friends with her. The girls in the ad depict a trio of friends who love their perfume and are having a lot of fun with it. It is implied though the same perfume and matching outfits that these girls have the same tastes and interests. Young women enjoy being part of a clique and having close friends like this. As a group it will be exciting to “take a chance” as the ad states.
The second appeal is the need for attention (Fowles). These girls exude confidence, energy and fun. They are all pretty and they are dressed fashionably. Heads will turn to gaze at them when they enter a room. Other girls will be envious that they are not as bright and desirable. Men will want to date them. The attention that a young woman will receive is a strong motivator to purchase the perfume. Most young women base their self-esteem on how they look. This ad boosts their self-esteem with the implied promise of beauty and vitality if they wear this perfume.
This ad is not only clever and attractive but very shrewd, the advertisers created an image that will directly hit their target, young women. They created a need for an expensive item that no one really needs but will want as soon as they see the ad. The appeal of affiliation, is appropriate for this audience. Young women tend to prefer to be part of a group where they feel accepted. The appeal of attention is also a motivator for young women. The want other women to be like them and befriend them as well as attracting the opposite sex. This boosts their self-esteem. There is no doubt that this ad will sell perfume for Chanel. When a young woman opens up her Seventeen or Teen Vogue magazine and sees this ad, she will want to buy it.

Works Cited

Fowles, Jib. “Advertisings Fifteen Basic Appeals.” Common Culture: Reading and Writing
about American Popular Culture. Upper Saddle River: Prentice Hall, 1998.