This document provides information about various works of art, artists, and topics related to graphic design, advertising, and art. It includes descriptions of works such as a 1923 graphic by Aleksandr Rodchenko and Vladimir Maiakovskii, the 2007 Saks Fifth Avenue logo designed by Michael Bierut, and a 2009 digital work by Jonathan Barnbrook. It also lists Jib Fowles' 15 basic appeals of advertising and discusses concepts like the need for curiosity, sculpture, glass art, and architecture.
14. Human Aspect and Element
Advertising’s Fifteen Basic Appeals by Jib Fowles
1. The need for sex
2. The need for affiliation
3. The need to nurture
4. The need for guidance 9. The need for attention
5. The need to aggress 10. The need for autonomy
6. The need to achieve 11. The need to escape
7. The need to dominate 12. The need to feel safe
8. The need for prominence 13. The need for aesthetic sensations
14. The need to satisfy curiosity
15. Physiological needs: food, drink, sleep, etc.
Human aspect and element –Jib Fowles, Ph.D. Professor of Communication at the University of Houston, Clear LakeIn this essay, Jib Fowles explains that advertisers have two ideas in their ads: the product information the emotional appeal in the minds of consumers He elaborates on psychologist Henry A. Murray's research on fifteen particular appeals that are most common in advertisements. Murray's research concludes that consumers have needs that they react to in ads.Henry A. Murray (1893-1988) American psychologist and Harvard professor, was a pioneer in the development of personality theoryMurray's main interest included personology"Basic Concepts for a Psychology of Personality", (Journal of Psychology, 15, 1936) Personology as "the disciplined study of human nature." This included studying individual memory, thought and action and their development over time, studying the integration of a person's inner outer life, their likes, dislikes, feelings and fears, andcategorizing elements which contribute to an enduring life-long disposition, both professional and vocational.
Need to knowHumans curious by natureInterested in the world around them and intrigued by tidbits of knowledge and new developements