Advertising Summary JIB Fowles "Advertising's Essay

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This is related to the need for prominence, which advertisers play on by suggesting that respect is attendant on use of the product. Instead of being looked up to, being looked on is the goal of the need for attention, and then the need for autonomy allows advertisers to suggest freedom is associated with their product. This is also often associated with the need to escape, whether in the company of others or not. Security or the need to feel safe does not apply to every product, but advertisers can invoke it in the right instances by offering security.

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Lastly, the need to satisfy curiosity and the fulfillment of basic physiological needs can also be touched on by advertisers in order to sell a product.

Beyond these fifteen appeals, there are also identifiable styles of advertising. The use of celebrities as spokespersons and merely for their presence is one common style. But the real results come form the emotional appeals made in advertisements, and though some contend that this constitutes manipulation the fact is that people only buy the things they want, and there is no evidence that advertising can actually change that.

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