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)