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Advertising’s Fifteen Basic Appeals In this essay, Jib Fowles explains that advertisers have two ideas in their ads: the product information and the emotional appeal in the minds of consumers. He elaborates on psychologist Henry A. Murray’s research on fifteen particular appeals that are most common in advertisements. Murray’s research concludes that consumers have needs that they react to in ads. For example, the need for sex is common but used very …

…Fowles also describes how to analyze advertisements. He asserts that the best way is to learn to “ignore the product information and one’s own feelings about the product” (75). Knowing who the targeted consumers are and the viewing angle the audience has is also important in analyzing advertisements. Fowles concludes that emotional appeals in advertisements work because they grab the audience’s attention and convince them that they need to buy the product being sold.