Advertising and its classifications: jib fowles appeals in pandora’s jewelry ad. Essay
Advertising and its classifications: jib fowles appeals in pandora’s jewelry ad.
Advertising and Its Classification “Advertising Fifteen Basic Appeals” by Jib Fowles. Jib talks in his essay about how advertising enticesus us through imagery approaches,The power of imagery in marketing is substantal. We can becalled walking advertisements,from the jewelry we wear to the shoe’s on our feet we are promoteing brands and logos everyday. The ad for PANDORA Jewelry found in the December 2011, issue of Real Simple magazine,Pandora has a classy beutiful woman, wearing dark color clothing, looking in her husbends eyes longly. She has her left hand on her chin with a georgus set of rings, and some not as obvious pandora bracelets on her rist.
The Pandora ad reads ” UNFORGETTABLE MOMENTS” in the bottom righthand corner. This ad successfully illustrates three of Fowles’s appeals: the need for prominence, the need for attention, and the need to achieve. The first appeal we see at work in the ad is the need for prominence. Jib Fowles defines this need ” To injoy prestige and high social status.” discribes it as “unambiguously classy”. we see the beutiful woman in the ad she is flawless not one frizzy har out of place her makeup is natural, and every thing is blurry in the background.
That illustrates the jewelry is classy enouf to sell it’s self. Another way we see the need for prominence is, In the top left hand corner you see the set of rings seperated, it has three Eternity Ring’s priced at a woping $135.00 a peace, the heart and peral ring’s are $285.00 a peice. wearing such expencive peace’s are a way to say I am worth a lot and you should look up to me. The bottom left corner has a picture of an “O” in a box with a crown on top, this is a tradmark of Pandora. This tells us if we wear pandora jewelry we can also apear classy and injoy a high social status.
Markters are targeting men in this ad, he clearly just gave his significant other the ring and she is gazing in his eyes sensualy. Promoters are enticing men with a promotional sale ” Buy $150.00 dollers of pandora jewelry get a pandora ring valued up to $50.00 dollers free.” Men have an hunting gathering mentalidy, thay always want the best of things.
It also seems to suggest that, if he gave his significant other this jewelry he will have an ” Unforgettable moment” as well. The second appeal we see at work is the need for attention. Fowles defines this appeal as ” The desire to exhibit ourselves in such a way to make others look at us is a primitive, insuppressible instinct.” He also discribes it as ” wemon who want eyes upon them know what they should do.” The woman in this ad is wearing a suggestive lacy blouse, witch tells us she wants to be noticed. Every thing behind her is blury so all you see is her. As we see the need for attention still there are several other ways to sell jewelry, the ad out of Real Simple magazine for pandora, is similar to most other ad’s in differing magazines.
The woman is receving a gift from a significant other, a peice of jewelry to make other women look twice at her. markters of this appeal are targeting wemon in this ad because we look to other wemon for trend setting peice’s. The advertiser chose this appeal wisley, all jewelry screams look at me. Consmers will want to purchase this ring because you can wear it in so many different ways, or one peice alone, eather way the peice stands doninant to what she is wearing. The final appeal in this ad acording to “Fowels Fifteen basic appels” is the need to achieve.
Fowels defines this appeal as “The drive that energizes people, causing them to strive in their lives.” He also discribes it as a “need to attain a higher standard.” we see this appeal at work because the woman in the ad is not doing any thing but siting infront of her significant other with the look of achivement. She has the best significant other in her life, this is what her look tells us. Marketers are successfully useing this appeal. Men want to buy their woman this brand of jewelry because, Pandora’s collection is inspiring, hand-finished, it’s signature style, and it is a customizable jewelry line.
The consumsr of this product wants a timeless orignal peace of jewelry. In this appeal, the need to achieve pulled from the December 2011, Real Simple Magazine Pandora ad, the target is a man because all you see in the ad is her wearing the ring set and some braclets. At the bottom of the ad you see a gift rap bow telling us he bought her the best gift a man can get a woman a ring symbolizing his love and comentment. This add successfully illstrated three of Fowles appeals, the need for prominence, the need for attention and the need to achieve.
Fowles has taught us to be more conscious of the soliciting taking place every day. We must train our brain’s to filter out the things we want from the things we need. Most imporantly to sheld our childern from the potentally self sabotaging labeling going on in the world today. We want our children to make up thier own minds on whats cool, not what promoters think is cool. Lets teach our kids to be unique all on thier own.
University/College: University of California
Type of paper: Thesis/Dissertation Chapter
Date: 29 April 2016
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