Advertising
Most ads are divided into two groups. The two groups are promise ads and identification ads. Promise advertisements promise to satisfy desires or allay fears. These ads provide “reasons why” their products are better (LCR 234). Identification advertisements sell the product by getting us to identify with the product. An example of these types of advertisements is ads that feature celebrities and the products they use. Both of these kinds of advertisements help consumers to better recognize products thus making them more likely to buy the product (LCR 235). Although advertising can be helpful with things such as comparing products there are also things to be aware of when being exposed to advertising. Advertisements allow us to reason fallaciously for example, commercials use celebrities to try and sell a product regardless if the celebrity prefers that project (LCR 237). They pound home slogans such as Nike’s “Just Do It.” Ads play on our weaknesses, emotions, prejudices, and fears. They employ sneaky rhetoric by using weasel words for example this product “fights bad breath.” Ads touch on issues within the news such as obesity. McDonalds has even changed some of their ad campaigns to sound healthier (LCR 241). Lastly ads play to patriotism and loyalty as well whitewash corporate imagery. Advertisements such as those of Partnership for a Drug-Free America attempt to educate and warn us of harmful activities (LCR 246). Political advertisements are now presented in the same way as a product being sold. These types of advertisement are used to give voters a positive view of a certain candidate while, in some instances, a negative view of an opposing candidate. Issues which are voted on are also advertised in this