Looking at Advertisements and the Internet with a Critical Eye

This chapter introduces students to a critical thinking/reading approach that they can use to evaluate: advertisements, e-mails, and the Internet.

THINK ABOUT IT!

Ad 1 This advertisement is trying

to get readers to buy Crest Whitening toothpaste. It claims to: deliver white teeth in 28 days, which is its appeal.

Ad 2 This ad for an iPod by Apple refers

to a fast-moving man on the fast track of his career.

You can be just like this if you have the iPod---cool and “with it.”

Advertisements and Critical ThinkingRefer to Page 404

A very important aspect of critical thinking As in dealing with advertisementsOften very clever in their attempts to sway our minds

Looking at the world with a questioning mind

Evaluating an Advertisement One way to evaluate an

advertisement is to ask and answer the following questions:

HOW does it try to catch interest of the readers?

Advertisers use numerous ways: One way is to build a whole experience

around a product. Example (Page 406) A Porsche Ad Promises “Freedom and Excitement” Relates it to:

“What a dog feels when the leash breaks.”

TO WHOM is it designed to appeal?

Advertisers always have intended audiences targeted for their messages- men, women, children of specific ages, from various ethnic groups, and with certain interests.

It is important that you know to whom an advertisement is designed to appeal so that you can decide whether

you should spend your time giving serious consideration to what it has to say.

Refer to Page 407 – The Neat New Twist

WHAT is it trying to persuade readers to Buy, Do, or Think?

The whole idea of an advertisement is: to get you to purchase a product, take a certain action, or think a certain way.

You have to recognize the point of the advertisement So that you can determine if it has

relevance to your life.

Refer to the ads on the following pages

What are they trying to egt you to do?

What technique do they use to persuade?

Refer to the ads on pages 462-463

HOW CONVINCING is it?

From the perspective of a critical thinker, The most important consideration concerning the

evaluation of a given ad involves how convincing it is in terms of the benefit stressed.

In short, your decision as to whether to buy, do, or think what is an ad is suggesting is based on the degree to

which you become convinced that the bebefit to you is both relevant and valid. Refer to Pages 411-412.

TAKE A BITE OUT OF CRIME

This is a public service message to urge readers to help fight crime by reporting incidences they may see. The bloodhound image is friendly and convincing. McGruff the Crime Dog lets us know that each of us has a responsibility to prevent crime. Today over 75% of Americans believe that they can take action in their neighborhood and communities to prevent crime. 

We Can Do It!

This advertisement of Rosie the Riveter was posted during World War II when the countryneeded women to step up and do men’s jobs because the men were overseas at war.Notice the male pose of arm strength and the bandana. “We Can Do It!” encourages them to do just this. Today some see this ad as a message that women should strive for more equalityin jobs.

Activity 3 (Page 413-415)

Ad 1

1. You are guaranteed a SHARE of gift rewards, but it does not necessarily will you actually receive one. You are called a “valued customer,” which urges you to purchase their magazine. You place a gold gift rewards label on the envelope but this doesn’t mean that you get an award.

2. The Internet pop-ups use all sorts of devices to get you to purchase a product, take a survey, or enroll in a service. This ad says you will receive a free Ipod, Xbox, PlayStation 3, Digital Camera, Laptop or LCD TV if you participate, but they don’t say what the restrictions are until you check the box below in Step 1 and have entered their “computer space.” Also, the asterisk next to the word “FREE*” should clue you that there may be a hitch to actually receiving a free product.

Ad 2

1. The catchy, controversial title, which is in large boldface type, catches the interest of readers.

2. It appeals to anyone old enough to understand the controversy over television viewing.

3. It is trying to persuade readers to watch television.4. It emphasizes the following benefits: binds us together, keeps us informed up to the minute on

what is going on in the world, and entertains.5. Although the advertisement lists what is good about

TV, it does not present or argue any of the specific negative things involved in television watching. Thus, it is biased and not very convincing.

Ad 3

1.The child’s drawing and childlike language captures the reader’s attention. The violent message is disturbing and effective as an attention-getter.

2. The ad is addressing gun owners, especially parents.3. It is trying to persuade parents to lock up their guns.4. The benefit is that locking up a gun could save a

child’s life.5. Although the advertisement provides no statistics

regarding the incidence of violence caused by accessible guns in the home, the message is powerful and quite effective.

Ad 4

1. The pregnant bride in a white bridal gown is a compelling image.

2. The ad appeals to investors, savers, and borrowers who want to start out a new life with anew family.

3. It seeks to persuade people to choose a bank based on the most favorable interest rates, which they claim to provide.

4. The benefit is saving money and/or earning money.5. The ad is not convincing because no rates are cited,

and there is no information to persuade the reader that http://Bankrate.com subscribers offer lower rates than other banks not listed on the Web site.

Ad 5

1. The blindfolds and the computer mouse arrow pointing to the Web site are visually arresting.

2. The advertisement appeals especially to parents of young children who are concerned about what their children eat.

3. It is trying to persuade readers to visit a Web site and register their support for the labeling of genetically altered foods.

4. The benefit is the knowledge about whether your food has been genetically engineered.

5. It is quite convincing, since the visual image is very strong and the advertisement is requesting a specific action that has no cost and requires relatively little investment oftime.

Ad 6

1. The strong language of the first comment, the heavy, bold white letters, and the intent expression on the woman’s face attract the reader’s attention.

2. The advertisement appeals to college students.3. It is trying to persuade college students to purchase

Merriam Webster’s Collegiate Dictionary.4. Students would benefit from an increased

understanding of college-level vocabulary, which will then lead to greater student and professional success.

5. Some might say that the ad is not convincing because it does not explain how the product compares to other dictionaries.