Jib Fowles

ADVERTISING'S FIFTEEN JIB FOWLES* BASIC APPEALS

JIB FOWLES* BASIC APPEALS Emotional Appeals T HE NATURE OF EFFECTIVE advertisements was recognized full well by the late media philosopher Marshall McLuhan. In his Understanding Media, the first sentence of the section on advertising reads, "The continuous pressure is to create ads more and more in the image of audience motives and desires."

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