In the article "Advertising's Fifteen Basic Appeals,"" Jib Fowles introduces his fifteen emotional appeals: need for sex, attention, affiliation, feeling safe, nurture, guidance, aggression, dominance, autonomy, escape, achievement, prominence, aesthetics, curiosity, and even physiological needs. With these appeals he has one crucial point, when he states that "by giving form to people's deep lying desires, and picturing states of being that individuals privately yearn for, advertisers have the best chance of arresting attention and affecting communication. And that is the immediate goal of advertising: to tug at our psychological shirt sleeves and slow us down long enough for a word or two about whatever is being sold"" (137). Time magazine is a great choice because everyone can relate to many diverse articles and the material is fairly neutral. Time magazine touched on three of Fowles' appeals, such as the desire that some feel to nurture, feeling safe, autonomy and what role they play in advertising along with the effect on the audiences. .
"The need to associate with others is widely invoked in advertising and is probably the most prevalent appeal"" (140). Along with affiliation comes negative affiliation, and many people can relate to feeling isolated or alone at some point or another. An ad for a prescription medication for anti-depression called "Abilify" showed negative affiliation as an appeal. In the ad it presents a woman crawling out of a pothole heading to reach for the hand of a doctor. The ad is very grey, and gives you the impression that the woman is in fact isolated and is seeking the need to feel safe, which is an appeal by Fowles as well. Another ad was for aid in arthritis pain with a medication called Celebrex, which shows the same appeal for negative affiliation, but ending with positive affiliation. In the visual part of the ad it shows a man overcoming his arthritis pain by being alone battling a very long stairwell but in the end meets up with a significant other which symbolizes his success.