Need help with my writing homework on Advertising Through Time. Write a 1500 word paper answering; Although consumers today are much more aware of the various tricks and appeals that are made in advertising on a logical level as compared to their pre-WWII counterparts, advertisers have discovered that various emotional appeals can be made that insinuate themselves below our rational thought process to appeal to the inner animal within. Advertisements before World War II can be seen to contain a certain element of innocence and naiveté within the public as compared to those created in more contemporary times, yet ads created in both time periods have proven effective in making compelling appeals. The differences in appeals yet continued effectiveness of advertisements created in the beginning decades of the 20th century as compared to contemporary advertisements are best illustrated by looking at specific examples in the skincare industry.
Early advertisements for skincare products such as Synol Soap (1915) base much of their consumer appeal on the same basic appeals as advertisements today, but did so in a much more blatant way. According to Jib Fowles (1998), there are 15 basic appeals that advertisers use to grab consumers’ attention and encourage them to purchase a particular product. Although this list wasn’t put together until relatively recently, the appeals were apparently intuitively understood early in the 1900s as evidenced in a 1915 Synol Soap ad. This ad makes a blatant attempt to appeal to consumers’ need for affiliation and guidance. According to Fowles, “the need to associate with others is widely invoked in advertising and is probably the most prevalent appeal. All sorts of goods and services are sold by linking them to our unfulfilled desires to be in good company” (1998). In the Synol ad, this affiliation is promised through the assurance that the ad is sharing information known by “the modern woman” (emphasis added), immediately assuming the reader of the ad is among those who consider themselves modern (read .‘young’). . The stronger appeal, however, is in the ad’s promise to provide sage guidance. . Fowles says, “We may be loath to admit it, but the child lingers on inside every adult” (1998) and we willingly agree to belief in the father or mother figure, the claim to tradition or the suggestion of authority.