ERIC Number: ED406258
Record Type: RIE
Publication Date: 1991
The Pitch: How To Analyze Ads. 2nd Edition.
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)
Descriptors: Advertising, Art Education, Communications, Consumer Education, Content Analysis, Critical Thinking, Evaluation Methods, Higher Education, Language Arts, Mass Media, Persuasive Discourse, Psychology, Secondary Education
Counter-Propaganda Press, Box 365, Park Forest, IL 60466.
Publication Type: Guides - Non-Classroom
Education Level: N/A
Audience: Teachers; Practitioners
Authoring Institution: N/A
Note: For the first edition, see ED 240 596.