Critical Thinking and Advertisements

Today I received an ad about a "great" job. Last week I passed an ad about a skin care product "with no unnecessary ingredients".

You need to wonder about these creatively written ads. If you search for the "most persuasive words in ads", you can get lists of 108 - 200 words deemed most effective. A simpler way to analyze them, though, is to think "where's the evidence"? What are they not telling us? For example, no company would waste money putting in unnecessary ingredients in a product. A job that a copywriter considers "great" may be merely one that pays his agency a wonderful placement fee.

Be a critical thinker; it pays!

Business Speech Improvement (www.BusinessSpeechImprovement.com) provides training in critical thinking skills in its' executive communication skills seminar and other courses.