Reading Ads With a Careful Eye

Advertisements use special tricks to persuade, and smart readers notice them.

Advertisements are written to persuade, so smart readers look for the techniques ads use. A bandwagon appeal says everyone is doing it: 'Join the thousands of kids who already love Zippy Sneakers! ' An expert appeal uses someone who seems knowledgeable: 'Nine out of ten coaches recommend it. ' Glittering words sound wonderful but say little: amazing, ultimate, magical.

Fear appeals worry you about missing out: 'Only three days left! ' Here's a made-up ad: 'Super Splash water bottles are the ultimate choice! Everyone at school has one. Get yours before they sell out! ' It uses glittering words (ultimate), bandwagon (everyone has one), and fear of missing out (sell out).

Notice what it doesn't say: how much it costs, how long it lasts, or how it compares to others. Ask what evidence is actually there.

• 1Bandwagon: everyone is doing it.
• 2Glittering words sound great but say little.
• 3Notice what an ad leaves out.