1. Module 6 – Writing About
Advertisements
Describing the advertisement
Identifying fallacies and
techniques in the advertisement
Determining the effectiveness of
the advertisement
2. Describing the advertisement
What do you see?
Describe the visual layout. Include color, text,
font, picture, and arrangement in your description.
Where is it?
Is the ad located on television, on the radio, in a
newspaper? Location reveals a lot about target
audience.
Who and what?
Determine the company/author and the product.
What can you tell about the ethos of the author?
3. Identifying fallacies and
techniques in the advertisement
Logical Fallacies
See Chapter 6 in Everyday Arguments. How do
these fallacies relate to the following techniques:
Bandwagon Individuality/Anti-
Bandwagon
Celebrity Endorsement Humor
Plain Folks Snob Appeal
Slogan Security Loaded words
4. Determining the effectiveness
of the advertisement
Do you think the ad is successful for
the target audience?
Why?
Do you think the ad is ineffective?
Why?
