Reading Questions: Advertising Fifteen Basic Appeals

This part consists of six short questions based on Fowles' article, "Advertising's Fifteen Basic Appeals."

• Why is advertising more common in highly industrialized countries such as the United States than in countries with "quieter" economies?
• How are advertisers' attempts to communicate their messages, and to break through customer resistance, keyed to their conception of human psychology, according to Fowles?
• What are the "two orders of content" of most advertisements, according to Fowles?
  How is Fowles indebted to Henry Murray?
• Why must appeals to our need for sex and our need to aggress be handled carefully, according to Fowles?
• How does the use of humor or the use of celebrities fit into Fowles' scheme?

This part consists of two short answer questions based on Berger's "A Primer on Analyzing Television Commercials" (in Behrens and Rosen, pages 545-546). This is open-resource: You may refer directly to the Berger's piece while you take this quiz. This quiz is not timed and set to unlimited attempts, so if you lose your connection, you can re-attempt and -access your work.

• Berger claims that television commercials are a "special kind" of art. In what ways are commercials not works of art?
• In his "A Primer on Analyzing Television Commercials," Arthur Asa Berger lists six components and explains the role they play in commercial productions. List and briefly define these six components.

This part consists of four short answer questions based on Bovée et al.'s chapter from their book, Advertising Excellence. This is open-resource: You may refer directly to the Bovée et al.'s chapter from Advertising Excellence while you take this quiz. This quiz is not timed and set to unlimited attempts, so if you lose your connection, you can re-attempt and -access your work.

• What are the particular challenges of copywriting, as opposed to other types of writing?
• How do the authors classify the main types of ad headlines? List and define these categories of ad headlines.
• What are the main types of body copy styles, according to the authors?
• Imagine that you are a copywriter who has been assigned the account for a particular product (your choice). Develop three possible headlines for an advertisement for this product. Incorporate as many as possible of the criteria for effective headlines discussed by the authors.