This ad and its contents are using tactics to invoke and the longings and drives of the consumers, which is an idea of Jib Fowles. Mr Fowles explains that corporations try to reach an individual's deepest desires and wants and needs of the subconscious. Fowles states that there are fifteen emotional appeals. The ads are meant to touch a consumer at an emotional level and lead them to believe that a product can offer them support on levels of emotional need. The consumer is led to believe that if there is a need, this product will meet the need. It is brilliant on a level of taking advantage of insecurities and inadequacies felt by an individual. Some of the emotional appeals the Aveno ad uses are; sex, prominence, attention, aesthetic sensation, escape, guidance/advice, nature and affiliation. .
The first impression that the ad is giving is refreshing, clean and simple. The ad is placed on a plain background with the main character, Jennifer Aniston, sitting causally on a natural looking spa chair. In the bottom left corner of the ad is a bottle of the product, Aveno "active naturals" daily moisturizing body lotion. In the upper right corner of the ad there is text stating, "Naturally Beautiful Results". Near the bottom of the ad in the center of the page is text that reads: "Sheer Bliss. Moisture with a feather light touch." There is also text stating that "sometimes less is more". Symbols present in the ad are: a leaf, a feather and a bottle of the lotion. Jennifer Aniston is bare foot, she has a hand close to her mouth and she has a messy, yet put together hair style going on. The leaf is meant to represent a natural state and nature in general. The feather represents a light, soft feeling that the lotion is supposed to provide to your skin. Jennifer Aniston being in a light blue summer shirt/dress represent simplicity and freshness. It may also represent cleanliness and relaxation.
