Introduction to Emotion

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

Advertisements are structured in a way to appeal to consumers in one of four aspects: biological, emotional, rational, or social. We are going to use a biological appeal, as well as a rational appeal in our advertisements.

In Jib Fowles article, “Advertising’s Fifteen Basic Appeals”, he shows us fifteen ways commercials try to appeal to people around our country. The need for sex, need for affiliation, the need to nurture, need to aggress, need to achieve, need to dominate, need for prominence, need for attention, need for autonomy, need to escape, need for aesthetic sensations, need to satisfy curiosity, and physiological needs. These needs are all how companies appeal to our needs to interest us into buying their product. These appeals can be seen in almost every

What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.

When you feel a knot in your stomach after finding out you got a low grade you experience a physiological reaction. We experience motion when external stimuli cause physiological changes.  This is the organismic view of emotions.

The cultural and emotional appeals are very universal and easily relatable no matter who the audience.

Every ad has an appeal type. In this assignment we were assigned to use the two ads that we had chosen for assignment two to determine their appeal. The first ad I chose was the Ultra Repair Cream by First Aid Beauty. The second ad I chose was Ultimate Miracle Worker by Philosophy. An appeal type “refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause” (Pitterson, 2015). There are a total of 5 different appeal types. They are Feature Appeal, Competitive Advantage appeal, Favorable Price appeal, News appeal, and Product/Service popularity appeal. Both of these ads I have chosen for this assignment feature a certain appeal type.

Christakis and Fowler state that emotions themselves contain several elements. Emotions contain a conscious element, meaning people are aware of what they’re feeling. They have a physical aspect; emotions are tied to an individuals’ health. They also have a neurological affect; altering activity and blood flow levels in the brain. Finally, emotions contain a visual aspect; they can be expressed in facial expressions and body language.

Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals:

Emotions are a necessary part of our whole humanity. They may be more than we have learned to be comfortable with, but they are not too much.

Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. But when advertisers produce an ad, they have many different variables that come into play if they want to successfully persuade consumers. The first most important step they have to figure out is, what type of audience they are trying to target. They then create images and intend to appeal specifically to the values, hopes, and desires of that particular audience. This is why someone would rather pick the well-known Malboro cowboy ads over the new female cigarettes of Virginia Slims. Each of these ads targets a specific audience;

This brings me onto the next subject, appeals. Appeals are relating the audience with the product with a story and emotions. The positioning of the advertisements has to be put in spots where they will appeal to a certain audience. 40-50 year old males, teenagers etc. The can be a change from ugly to beautiful miraculously which would appeal to teenagers because at their age they are self-conscious. Statistics are also used to appeal to the audience. If the public hears statistics they are instantly drawn in. A perfect example of appealing to an audience is the notorious Nescafe advertisement. This consists of a man and woman who meet each other over a cup of Nescafe. There is emotion involved and this draws the audience in. There is a sequence of ads in this story and the audience is drawn in so much that when there is the nest sequence they are practically glued to the television to know how it ends. In thee and they get married, Of course every advertisement includes a cup of Nescafe but that’s what it’s there for

The average person will watch approximately 2 million commercials throughout their lifetime. In this technologically driven environment, it’s the most effective method of appealing to an intended audience. However, there is a lot more to an advertisement than meets the eye. There are numerous methods being used in order to appeal to the audience. Corporations and businesses focus on rhetorical appeal when it comes to creating a successful advertisement.

Different strategies are used in all advertisements. Every aspect of the advertisement is strategically planned to appeal to the audience. For example, an advertisement that does a great job of using sex appeal to reach its audience is “Carl’s Jr all natural burger”. This ad appeared during the super bowl forty-nine, and it was a big hit. The ad features ,22-year-old model buxom, Charlotte McKinney. Throughout the video it shows her walking through the town and appearing as if she is nude. She gets all the attention from the guys in the town as she saunters past. in one scene there’s a man reaching for a tomato as she walks by, she turns around and gives him a flirty look and it emerges as if he is grasping her gluteus. At the end she appears in a bikini nearly nude “I love going all natural,” she purrs, opening wide to take a bite out of a big, juicy, “all natural” hamburger. Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.

When talking about emotion it seems a fairly simple topic and immediately "feeling" words come to mind; sad, happy, and confused. These are basic emotions and easy to understand. What isn't so simple about emotions is their process and how they form and work. Emotions are reactions to sensory information like sight, smell, taste, touch and sound (Tracing Emotion’s Pathways 94). However, it is not that simple; an emotional reaction or response is made aware of and understood by a part of the brain called the sensory cortex. These emotional responses or reactions to sensory stimuli are processed by a part of the brain called the amygdala (What’s An Emotion). The amygdala is a huge asset to the cognitive factors of emotions because in processing emotions you become able to understand, recognize, and control them. So then how do emotions evoke a physiological reaction such as tearing up when one feels sad, laughing with joy, and trembling with fear? These physiological reactions that one may experience come from the autonomic nervous system. The autonomic nervous system is, “a collection of fibers that extend throughout