Erica Fyvie

I don't remember who recommended this to me, but it is well-presented, with clear writing and lots of visuals. Readers will learn the techniques and strategies of sales and marketing through made-up examples for a product (Bubblarious gum) and service (Scrap Heap Fleet). Example print ads will be labeled to show the product's slogan, tagline, logo, claim, focal point, call to action, copy, endorsement, and small print. Ads target all of your senses - smell, sight, sound, taste, and touch - and they aim for the reptilian or limbic areas of your brain, rather than the neocortex, where you can analyze them.

"Every day, you are bombarded with ads trying to tell you what "success" and "normal" look like. But who says you have to accept those ideas? Hopefully, knowing ad tools and techniques will strengthen that neocortex filter, allowing you to question the endless messages....By learning how advertising works, you can think more critically about ads..." (from the Conclusion, p. 58)

Back matter: glossary (words that were in bold throughout the book), bibliography, index. Chapter six is only two pages and consists of a timeline of advertising, from stamped coins to the printing press to radio and TV ads and internet pop-up ads.

See also: Killer Underwear Invasion by Elise Gravel (on media literacy)… (altro)