Mainstream Autonomy

Mainstream Autonomy

In Jib Fowles essay, “Advertisings Fifteen Basic Appeals”, he writes about how advertisers attempt to sell products by sending messages through either visual or written messages. In a successful advertisement, while trying to sell the product the advertiser also paints a whole scenario in the back of the readers mind. This is a method of psychological manipulation used to link the product to the appeal the advertiser wishes it to be associated with. In a recent advertisement, promoting the Anchor Blue clothing line, the advertiser targets young adults by using two of these appeals. The first can be seen in the text bearing the message, “Its A Free County. Dress Accordingly.” an obvious appeal to one?s sense of uniqueness. The second is presented in numerous pictures which suggest that if you wear Anchor Blue you will gain attention from your peers. In this advertisement the Anchor Blue products are given meaning in terms of their appeal to autonomy, attention and their use !
of “realistic” photographs.

Jib Fowles explains autonomy as, “The need to endorse the self (page 439).” To be original, or one of a kind, is something very precious to many young adults. If you are not yourself then

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