The Pitch: How to Analyze Ads
DOCUMENT RESUME ED 406 258 SO 026 517 AUTHOR Rank, Hugh TITLE The Pitch: How To Analyze Ads. 2nd Edition. REPORT NO ISBN-0-943468-03-5 PUB DATE 91 NOTE 160p.; For the first edition, see ED 240 596. AVAILABLE FROMCounter-Propaganda Press, Box 365, Park Forest, IL 60466. PUB TYPE Guides Non-Classroom Use (055) EDRS PRICE MF01/PC07 Plus Postage. DESCRIPTORS *Advertising; Art Education; Communications; Consumer Education; Content Analysis; *Critical Thinking; Evaluation Methods; Higher Education; Language Arts; Mass Media; *Persuasive Discourse; *Psychology; Secondary Education ABSTRACT This book probes the ways ads persuade people to purchase, and attempts to teach individuals to become more discerning consumers. Critical thinking, when applied to analyzing ads, benefits consumers by helping them recognize patterns of persuasion and sort incoming information in order to get to the hidden message. The book s basic premise is that all people are benefit-seekers and persuaders are benefit-promisers. There are four dynamics of benefit-seeking behaviors: (1) protection, or keeping a perceived "good";(2) relief, or getting rid of a perceived "bad";(3) acquisition, or getting a new "good"; and (4) prevention, or avoiding getting a new "bad." The book identifies a five-part strategy of the basic pattern of advertising ("Hi, Trust Me, You Need, Hurry, Buy"), discusses the vocabulary of advertising, and provides exercises, discussion topics, and quiz sheets as learning and assessment tools. (DQE) *********************************************************************** Reproductions supplied by EDRS are the best that can be made from the original document. *********************************************************************** a NINA Ci Led, NII M -... MEMIN, .A.I iiilirin, 'UNI VW /1iMMI MaW ' UM N.Nue MM.
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