第75章 (第3/3页)
them, to reward
yourself at the end of the day with a beer or two while watching ball games.
The Communicator
Most often, a male without a necktie, or at least a loosened tie, possibly in a flannel work shirt, touts
the beer. He is a good “All-American” man’s man. He knows how to hunt and fish, is a skilled
athlete, can fix cars, and is not afraid of an honest day’s work.
You might have your class discuss other products such as pain relievers, colas, and clothes. Have
your class use their critical thinking skills to figure out the advertiser’s motivation the next time that
they see an advertisement. They might want to ask themselves:
. Am I a member of the target audience?
. Is the product really special and different, or just trying to be?
. What claims does the advertisement make of the product? How are the claims
substantiated?
. If statistics are used, are they used fairly?
. If the product is compared to another, is it compared to a relevant product in a reasonable
way?
. What are the nonverbal messages that the advertisement tries to impart?
. How were the communicators chosen to maximize impact and believability?