Advertisement appeals as put forth by fowles - Essay Example

The consumers develop resistance to the adverts of which the advertisement agencies try to use different appeals to reach out to the consumers. The level of penetration depends on the willingness of the consumer to listen or watch the advertisement appeals. Advertisement Appeals as Put Forth By Fowles According to Fowles (2) the advertisers make efforts to thwart the rational, guarded, doubtful clout acquired by the consumers when choosing the brands to buy. Most consumers develop a certain clout around their thinking which the advertisers try as much as possible to avoid.

In doing so, the advertisers make effort to appeal to the consumers to prevent reacting without thinking but to pay attention to the fundamental ideas or information being passed through the adverts. This helps the advertisers to realize their main objectives in the advertisement campaigns. There is the utilization of the subliminal plea. This refers to the remarks which are directed to the conditions as well as thinking amongst the merchandisers. It is noted that most buyers and consumers are normally resistant to adverts or develop some form of opposition to the adverts.

According to various studies most Americans are exposed to different forms of adverts which come in different media such as the televisions, radio, newspaper, billboards, and direct mails among other media. The consumers try their best to develop a filter in regard to which adverts to listen to or read or watch and which ones to ignore. The advertisers make efforts to be tactical in order to get access to the subconscious mind. Moreover, the advertisers make use of the personality appeal and the need to nurture.

This is because there is a presumption that the character of consumers is unique. It also presumes that human beings have different range of unmet urges or desires which must be fulfilled through the advertisements aired over the media. There are appeals such as tenderness, ambitions, lust and susceptibility hence they seek resolution. By use of the personality appeal, these mental appeals must be met in order to be receptive to the advertisements being aired over the media. Nevertheless, it always difficult to penetrate through these unfulfilled desires of which other types of appeals must be used to supplement this form of appeal to the consumers.

In addition, advertisers make efforts to appeal to the consumers by use of the exceptionally selected pictures of images. This is meant to trigger the shell of consciousness the consumers have developed. The images may be that of celebrities identified by the consumers, female models or very nice looking children. Some make use of the text while the majority makes use of the artwork. It is in the assumption that visual adverts are best appropriate for more primeval parts of the brain system. The consumers can easily be hooked when this form of appeal is combined with impression of satisfaction for stated intention.

However, most adverts are always prejudged by the consumers with the type of content in the sense that majority tend to give the impression that if the consumers lack something, they have a solution or substitute for fulfilling their desires. Another form of appeal for most adverts that are aired over the media is the intense running force in the thoughts of the consumers. In line with this form of appeal is the creation of near permanent attachment to the products or services being merchandized.

The identity of products, their producer, forms of packaging and the aims that are attached to its usage. The consumers have to be made aware of the most trivial details