Advertising
Imagine you are on the beach, water clear as crystal, grabbing for your beach towel to dry your salty body off, you realize ??I don?t smell as fresh and sexy as a women should.? You open your Cosmo Girl Magazine that was purchased to help you lounge on the sand and find the solution to your stinky problem, Davidoff?s Cool Water perfume for women. You can be dirty and wet as a stray dog, and you will still smell sexy and irresistible with the scent illuminating from your skin. Davidoff?s Cool Water advertisement draws potential customers in by its dripping wet exotic, flawless, picture perfect woman who can make men want her and make women want to be her alongside the crystal blue perfume bottle. The idea of the advertisement is to first get your attention and then to make you desire the product. According to Jib Fowles, author of ?Advertisings Fifteen Basic Appeals,? this simple yet attention grabbing advertisement has one goal, to appeal to all the needs of consumers. Based on Fowles? essay, this ad uses three basic appeals to meet its purpose: the need for sex, the need for affiliation, and also the need for attention. ?Let?s talk about sex baby?,? this subject is one of the quickest ways to grab a consumer?s a
?To draw near and enjoyable cooperate or reciprocate with another; to please and win affection of another?? (Murray 66) The blue eyed, beautiful woman portrays the idea to the viewer- if you look like me you can sit down and fit in anywhere you go. The sexy noticeable woman in the ad is aided by the small print on the bottom, ?Available at Fine Department Stores? which leaves the implication to consumers that it is a high class, expensive perfume that is only for the best. The intentions are to reach your shell of consciousness and break it down to fit the advertiser?s product. Fowles also discusses the advertising appeal of the need for attention. The messages sent in this advertisement leaves the viewer at a position to desire the standing of fitting in to this class or fall in to just the Average Joeism and settle for the cheap perfumes. And in addition any consumer who agrees of disagrees with the ad?s intent will form their own opinion remember the ad, which is the ?response most advertisers seek? (Fowles 65). Advertisers choose to place the Cool Water ad in Cosmo Girl magazine because they want to reach a special audience. Many advertisements will create a sense of discontent among humans in that you may feel you are just average, but if you have their product you will be above the rest. The wish of being the one everyone looks at and having the best of everything is a way of showing class standing. ?And that is the immediate goal of advertising to tug at our psychological shirts sleeves?? (60). Everyone craves the feeling of being admired. The readers of this magazine are typically young girls into fashion, hair, celebrities, trends and makeup. The constant desire to fit in with everyone else is a frequent goal. The need for attention is also an acting appeal in the ad because the underlying message that the woman gives is ?I have the expensive brand name perfume which clearly makes me very desirable!? The smell great, feel sexy feeling attracts consumers and accomplishes the advertiser?s goal.
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Acceptance Essays
