Reading Advertisements Practice Exercises (page 2)
Read the following study guide for a concept review:
Read the advertisements below, and decide which type of appeal each one uses. Then write the type of appeal on the blank line after each advertisement.
- Choose Milky premium dark chocolates when you want to send the very best.
- Last year, 3 million parents couldn't afford to send their kids to college. How will you pay for your child's education? Start investing now.
- Tuffie non-stick frying pans are the number one choice of celebrity chef Carly Calhoun.
- Double-Fury for Gaming Machinez. Get yours.
- Trust All-Insurance. We've been helping folks like you for four generations.
- If you're spending your whole paycheck on the vending machines in the break room, it might be time to find a new job. Upload your resume to our Web site today.
- The all-new Tundra Pony has a 6-point rotational system, a redesigned chassis for increased durability, and 250 horsepower to give you the performance you need.
- Every morning while you shower, brush your teeth, and make breakfast, you use nearly 28 gallons of water. That's enough to provide drinking water for ten children for a week. Do the right thing; conserve water whenever you can.
- After a summer afternoon soccer game, kick back with a smooth, ice-cold Lava Juice. The sweet fruit flavor sends an icy blast to your insides.
- Start your day with Shimmer, the new scent by Gabriel, and open the door to possibility.
Try to write your own advertisements using the techniques you've just learned. For each product, write two possible advertisements using the appeals shown below.
- Product: bleach cleaning wipes
- Statistics: Studies show that our bleach wipes kill 99.2% of household germs and viruses.
- Ethics: Count on our germ-fighting bleach wipes to keep your family from getting the flu this season.
- Product: organic applesauce
- Product: home landscaping service
Use your active, critical reading skills to analyze this longer advertisement. The sentences are numbered to help you answer the questions below.
(1) Have you been waiting for the perfect cure? (2) Your wait is over! (3) Try the new and improved BetterX, the latest product from CyberStuff. (4) Everyone is raving about BetterX. (5) "This is the product I've been waiting for," says Shirly McCloud from Denver. (6) "Once you try BetterX, you'll never go back to your old remedies!" (7) Other products cost up to $200 or more, but you can try BetterX today for just $64.99. (8) If you call in the next five minutes, we'll send you a month's supply of BetterX completely free! (9) Supplies are disappearing quickly, so don't miss your opportunity.
- Which advertising technique is used in sentence 4?
- snob appeal
- Which advertising technique is used in sentence 5?
- Which sentence promises something that is probably too good to be true?
- Sentence 3
- Sentence 6
- Sentence 7
- Sentence 8
- What does BetterX do?
- cures headaches
- balances your finances
- prevents insomnia
- the advertisement doesn't tell us
- Snob appeal
- Sense appeal
Answers will vary, but they might resemble these responses.
- Nostalgia: Our organic applesauce is made from apples and sunshine. That's a recipe grandma would approve of. Testimonial: I've been feeding my children organic applesauce for years. It's the only applesauce I trust.
- Snob appeal: Call us for all your home landscaping needs. We tailor every job to your exact needs to give you the best-looking lawn in the neighborhood. Fantasy: Trust our landscaping service to make a good impression. Because you never know who might drop by [the president, a celebrity, etc.].
- b. Sentence 4 is a classic example of "everybody's doing it."
- a. Although this person is not a celebrity or an expert, it is still a testimonial. Testimonies from average people are effective for advertising because people tend to trust the recommendations of others. If your best friend says a new video game is really amazing, you are likely to believe it. In advertising, though, remember that the company ignores all the bad reviews of its product and only shows the good reviews. Testimonials might also be totally made up.
- d. Sentence 8 promises a free supply of the product, which is very unlikely to be true. In any promise of something for nothing, there is bound to be a catch.
- d. Sometimes advertisements focus on persuading you to like their image and don't even explain what they are selling. A critical reader will think, "What are they trying to sell me? Is it something I really need?"
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