Advertising is used everywhere; it is part of everyday life. They are used on billboards, cars, windows and even on TV. Advertising has become an important part of American culture and plays a role in consumers' lifestyles. Advertising is more than just an appeal, it shows the consumer's values ​​and desire for a different lifestyle. They can imply materialism, they can be sexist and create racial stereotypes. Magazine ads are one of the most common places where consumers come into contact with the underlying appeals of advertisements. A 1970s advertisement for Cossack Vodka depicts a cartoon of a Barbie-like figure talking about "The morning after...!" Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original EssayThere are many appeals that make up the composition of the advertisement. Most advertisements consist of emotional appeals that connect to people's deepest desires (540). Emotional appeals help create advertisements that are seen every day. They bring attention to the consumer and communicate a message that can lead the person to purchase the product. In the 1982 article “The Fifteen Fundamental Appeals of Advertising,” Jib Fowles, describes the 15 different emotional appeals that Henry A. Murray considers a “comprehensive taxonomy of needs” (543). Henry A. Murray, a psychologist, got together with many of his colleagues and studied the essential variables of personality (543). Murray's work is the basis of Fowles' research into the different appeals that make up advertising. According to Fowles, emotional attraction is used psychologically to connect personally with the consumer, making them think about all the reasons why they might need a certain product. The 15 different appeals that Fowles uses to connect his research and the way advertisements are organized are used in consumers' daily lives. An example of an appeal discussed in the article, and it is the most common, is found in a 1970 Cossack Vodka advertisement; the appeal for sex. In the 1970 Cossack Vodka advertisement, there is a comical woman figure resembling a Barbie doll-like figure. She has blonde hair and big bright eyes that look at her as if she were dazed. Her hair is messy but not that messy; still quite clean. This comic character is deeply thought for last night. There's a comic that says “OH WASN'T THAT COOL!?!! AND THIS MORNING I FEEL SO BEAUTIFUL, SO BEAUTIFUL!” This wording is in all caps and directly above the characters head towards the top of the page, drawing attention directly to her. Reading the first line of the quote, “Oh, wasn't that great…” creates a cliffhanger that intrigues the mind leading it to wonder what was great. Most think about sex firsthand; the comic image is much larger than actually advertised. In the bottom left corner of the image there is a little saying, it reads "The morning after...!" a comedy about comics, a kind of "To be continued...". There is a small bottle of vodka in the lower right corner of the page and next to it on the left there is a saying: "The next morning should be just as beautiful as the night before. Pure and clean Cossack vodka. This quote refers to what the woman said and makes you rethink the meaning of what she said. The need for sex is the overall basic attraction for this ad. Sex being the main attraction for this particular ad, creates a 'allusion.