Advertising : The Twenty Basic Appeals Essay

Advertising : The Twenty Basic Appeals Essay

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Advertisements are everywhere in people’s lives, and they take a wide variety of forms, but their purposes are simple: make the ads unforgettable so that people will buy the products. In “ADVERTISING’S FIFTEEN BASIC APPEALS” (1982), professor of communications Jib Fowles explains that ads usually employ emotional appeals to initiate customers’ desires to the products. As a sport shoe and clothing producer, Adidas adopted these kinds of appeals in their 2008 Beijing Olympics advertising campaign to attract clients from China (2008).
There is a basketball player Feifei Sui, a soccer player Zi Zheng, and a diver Jia Hu, who is playing sports with respect to their professions in each of the advertisements. All three of them are supported by the crowd so that they can stand in the highest point in the ads. Each of the ads has a slogan, “Impossible Is Nothing Together With” “Feifei Sui,” “Zi Zheng,” and “Jia Hu,” respectively. Three noticeable needs for emotional appeals can be shown, of which the most obvious one is the need for affiliation, and the other two are the need to achieve and ...

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