Intended for any consumer who wishes to be informed and on guard against the persuasive tactics of the media, this book presents a method for analyzing and understanding the basic pattern of persuasion in commercial advertisements. The first chapter explains why it is important and useful to develop this critical skill. The next five chapters explain the five-part superstructure of an advertisement: attention-getting, confidence-building, desire-stimulating, urgency-stressing, and response-seeking. These are followed by a 30-second spot quiz applicable to advertisements, and an explanation of the intensify/downplay schema. The remaining three chapters contain questions to ask about any ad, a reference guide for common products and services based on the intensify/downplay schema, and a brief list of advertising expenditures for some well-known companies. (HTH)