Jib Fowles Advertising's Fifteen Basic Appeals

Since the beginning of media and advertising, marketers have been using subtle tactics in order to pull in the consumers. In Jib Fowles essay, “Advertising's Fifteen Basic Appeals”, he discusses the 15 appeals that advertisers use in order to engage the consumer’s interest into buying their products. These different advertising appeals are targeted towards a set audience. Some of the target audiences being male, female, elder, or teenager. However, in some cases, the Carls Junior ad I’m analyzing has multiple audiences. Which is the male and female audience. The male audience is more geared towards the sex appeal in the ad, and the female audience is geared towards the longing for attention and to be accepted and wanted. Jib Fowles essay about 15 appeals of advertising helps distinguish which appeals Carls Juniors

The burgers is magnified to the point of where it can capture the consumer’s eyes. Fowles describes images of such to be “primary and primitive” and being an emotional appeal which attempts to find its way into the mind of the viewers (Fowles 76). The burgers position is placed in a way to where it becomes the primitive object that captures the consumer’s interest. Also, in the ad there is a contrast of colors that help bring depth to the burger such as the black background to make the burger seem as if it’s right in front of your face. The contrast of the over exaggerated colors of the burger ingredients (bright green lettuce, bright red tomatoes, and orange burger buns) help to make the burger stand out. These warm colors in particular help to activate your taste buds, appetite, and patience. The feeling this ads tries to depict is there is an urgency in having this burger now. One great thing about colors is that it appeals to everyone, No matter what culture, gender, or age. Everyone can be a victim or fall vulnerable to these