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Reading response - Book Report/Review Example

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Jib Fowles evaluates the magic in advertisements that prompts the human mind to set an advert apart and define is as attractive and gives it attention. From his findings, Fowles identifies that the few advertisements that the human mind grants much attention are those…
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Reading response

Download file to see previous pages... The assumption by advertisers is that the consumer personality is characterized by desires that fall within the fifteen appeals classified by Fowles and depending on its intended purpose any product must seek to satisfy one or more of these needs (p. 76). However, Fowles acknowledges that when used alone, the fifteen emotional appeals may not be as effective since they require other styles to deliver the message such as humor, use of celebrities and imagery among others.
I believe Fowles’ intended audience is the product manufacturers and advertising agents. Unlike Fowles, I would not prefer referring to the two as advertisers for I believe each has distinct obligations in any advertisement. The manufacturers I believe are responsible in defining the appeals that their product meets, while the advertising agents are responsible for delivering the product attributes to the consumers in the right style (p. 86). The two have to work together to ensure that the customer receives the value of a product as portrayed in any advertisement failure to which consumer protection programs can have the manufacturer’s image ruined. Fowles reminds the producers that they have to evaluate their product for the most applicable consumer appeals and the best message to use in the advertisement. To the advertising agents, Fowles highlights that great advertisement goes beyond understated emotional tugs, and advertisement fitness to include breaking the any resistance to the appeals (p. 89).
People conform even when the result is conflict to their perceptions for numerous reasons. First, the brand name in an advertisement can make them the trust a product over identical others that belong to companies with weaker brand names. Fowles demonstrates this through the need for prominence where as a consumer one would go for a brand that makes them admired and respected and/or one that comes with esteemed social status or prestige despite high prices (83). Additionally, ...Download file to see next pagesRead More
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