that will set them apart from the rest of society.
             One of the first decisions advertisers must make is that of which emotion they can play off of to create the desire for their product in the consumers mind. Of course there is the taboo "sex sells", but there are also many other feelings that can be created other than the one that causes a stirring in the pants of the junior high males. According to Fowle, the need to feel dominate is one of those 15 emotional appeals that advertisers play on (1). This appeal works especially effectively on the male audience. It is no secret that the "Big Dawg" syndrome runs thick through the veins of most guys. From kindergarten on up, guys are always trying to be better than the next simply for bragging rights. I can remember during recess in elementary school, we all used to play dodge ball and have foot races just for the challenge of being the big man on campus. In high school, the prize for being the dominate male grows in value with the growing competition from other alpha males trying to take over your territory. If you're the star quarterback of a small town high school football team, you are the "big dawg." You never see the third string wide receivers dating the head cheerleader.
             It is off of this need to dominate that the majority of chewing tobacco ads are based. Let's face it; there aren't any ads out there that are trying to convince the young ladies to pack their lip full of the latest and greatest brand of snuff. Although a very unc
             ...