29, 1998Appeals to WomenMost advertisers use different appeals to create stereotypes about their audiencesbecause people often buy magazines which fit the stereotypes they make about themselves. Forexample, people who always read Newsweek are mostly people who are at work, who areeconomically stable, and who are interested in the world situation. On the other hand, theaudiences of Shape are mostly young women who are interested in reducing their weights orshaping up. In Jib Fowles essay, Advertisings Fifteen Basic Appeals, he discusses thefifteen emotional appeals that are often seen in many advertisements. To corroborate hispostulations of advertisement, I focused on a specific magazine, Cosmopolitan, and checked ifI could determine the stereotypes the advertisers make about audiences by applying appeals hehad listed.After analyzing ten ads from Cosmopolitan, I realized that there were two commonappeals in most of the ten ads: sexual, and autonomy. First, lets look at the three ads aboutdifferent perfumes, Splendor, Dazzling, and True Love. Both the ads of Splendor andDazzling have women clad in strap dresses and held by men. The photo of Dazzlingshows a woman in black party dress, dancing with a man in tuxedo. Next to her dazzling smileis the word, Dazzling, and the two perfume bottles. In the ad of Splendor, a young,attractive, blond woman with her left arm around a mans neck is about to kiss him. Its copyreads A fragrance Sensation, A Sparkling Love Story, and Wonderfully Romantic. Theseads surely involve sexual appeals because it is obvious that the advertisers are trying to makethe women look as feminine as possible by having them expose their skin and embrace theirmen. Also, the copies of Splendor fetch audiences attention by appealing to their longing for romance and affections. The ad of True Love also appeals to sexuality by showing awoman with a drowsy expression in a lying down position. The second appeal I foun...
