Hallmark Cards brings grandparents into the picture, and Johnson and Johnson Baby Powder has Dad, Mom, and baby, all fresh from the bath, encircled in arms and emblazoned with "Share the Feeling.
But the greater bulk of such appeals is targeted singlemindedly at women. The need for sex, affiliation, nurture and guidance are some examples of the basic needs that Fowles has considered in his study.
The essay also attempts to provide a brief explanation about the fifteen basic emotional appeals of advertising. The need to dominate 8. Human beings, it is presumed, walk around with a variety of unfulfilled urges and motives swirling in the bottom half of their minds. Mu rr ay's list ha d serve d as th e gro undwork for a number of subsequent projects.
There is little maternal about Brenda Vaccaro when she speaks up for Tampax, but there is a certainty to her that many accept. The greater number of peopl e there are involv edthe better chance there is of transcending indi vidual biases and discerning the essenti al emotional lure built into an ad vertisement.
Beefeater gin represents itself as "The Crown Jewel of England" and uses no illustrations of jewels or things British, for the words are sufficient indicators of distinction.
They are stationed at the sending end of this communications channel, and may think they are up to any number of things-Unique Selling Propositions, explosive copywriting, the optimal use of demographics or psychographics, ideal media buys, high recall ratings, or whatever But when attention shifts to the receiving end of the channel, and focuses on the instant of reception, then commentary becomes much more elemental: an advertising message contains something primary and primitive, an emotional appeal, that in effect is the thin end of the wedge, trying to find its way into a mind.