An analysis of the appeal and strategy of BMW advertisingHelen Ingham states that “Depending on the medium used, advertisements generally consist of images, text and sound. Each of these aspects is coded with various meanings and messages, some of which are associated with the particular product that the advertisement is trying to sell, and others of which are associated with its image. According to Ingham, advertisements are everywhere and they all have one thing in common. They all contain messages that are primarily aimed at persuading people to consume their product. Through different methods, they slowly meet the needs of consumers in a certain way. The most common strategy used by advertisements may also include one of Jib Fowles' fifteen basic calls. In Fowles' article "The Fifteen Fundamental Appeals of Advertising," he discovered the 15 human emotional appeals that advertisers use to market their products. He writes: “By giving shape to people's deep desires and imagining the states of being that individuals privately yearn for, advertisers have the best chance of attracting attention and influencing communications. » Ultimate Driving Machine BMW's nine-minute commercial titled "Star" directed by Guy Ritchie focuses on their new 2000 BMW M5 model featuring celebrities Clive Owen and Madonna. More importantly, their strategy was to use a celebrity style to attract public attention and four emotional appeals, namely the need to escape, the need to assault, the need to succeed, and the need to feel safe to persuade their audience. BMW's nine-minute 'Star' commercial mainly focuses on showcasing their new BMW M5 2000 model with Clive Owen and Madonna. Fowles says: Some common ingredients... middle of paper ... the strategy they use is one of the fifteen human emotional appeals. BMW's 'Star' advert introducing its new M5 model uses a total of four emotional appeals, namely the need to escape, the need to attack, the need to achieve and the need to feel safe. In addition, they also use celebrity style to attract the consumer's attention. This advert made good use of human weaknesses, namely the emotional attractions found in human beings. Because people love watching and listening to their favorite celebrity, they will surely pay attention to what their celebrity says or does. Because people are born with many needs, they tend to listen and keep their attention open to any beneficial needs. Because people need so many things, BMW's star ad gave them everything they want to join the bandwagon for their marketing product..