such a warm family feeling.

Peter: Just how an advertising agency wants you to see McDonald s. you re the target audience.

When they make TV commercials, they use scientific methods to learn what you ll like and

buy.

Jane: Are you telling me those darling little children biting into Big Macs are part of a scientific

project to get me into McDonald s?

Peter: Advertises don t bother with facts more. Instead they want the end-user—that s you—to fall

in love with their product.

Jane: I see. So what you re saying is, “Watch out, or commercials will take over your life.”

Now Your Turn

A: Shall we switch to another channel? I don t like those TV commercials.

B: Why do you think so? Look: Just do it! What a powerful product.

A: I doubt it.

B: Now, look at this L Oreal commercial. The model s skin is so smooth.

A: This is what they want you to believe: use the product and you will get the same skin.

B: You mean they are lying about the product? I don t really think so.

A: Advertisers now appeal to emotions, not reason. They want you to like their product.

B: Well, I don t really agree with you, but we can switch to another channel.

Model 3 Are the free magazines free?

Peter: Jane, what s that magazine you re reading?

Jane: It s one of those free magazine you can pick up around town. It s got some pretty interesting

articles in it.

Peter: Wake up, Jane! It s not free at all. Look at it: It s all advertising.

Jane: Maybe so, but if the advertising pays for the magazine, then I don t have to.

Peter: Sure you do. The cost of the ads is built into the products.

Jane: Still, I think advertising serves a useful purpose. It tells me about new products.

Peter: A lot of companies spend more money on advertising than on making quality products.

Jane: But some commercials are really fascinating. Besides, you have the freedom to choose not to

look at the ads.

Peter: Well, it s time to cook dinner.

Now Your Turn

A: What s that brochure you re reading?

B: It s a giveaway brochure you can easily find here and there. It s got some pretty interesting

things in it.

A: Do you really think so? It s not really free. Look at all the ads in it.

B: Could be, but I don t have to pay for it.

A: You bet you do. The cost6oof the ads is included in the products.

B: Still, I think advertising tells me about new products. It helps me in choosing what to buy.

A: This is just what the advertisers want you to do.

B: But some commercials are really fascinating. Besides, you re didn t have to believe all the ads.

A: Well, let s go swimming.

V. Let s Talk

A Job Ad for a Friendly Employee

A firm advertising for a “friendly” employee has been asked to change its wording because it