How to Write Better Essays

‘Advertisers seek only to ensurethat consumers make informed

choices.’ Discuss.

But not the ‘only’ thing they do

Overt manipulation

Selective use of info.

Distortsre.

➃

Tells you what’s goodabout the product

but

omits the bad

e.g.

car accelerates0–60 in 6 secs.

but

not that it has

a record of rusting

in 5 yrs.

e.g. latestprinter cando morethan anyother printer

on the market

but

printer cartridge

costs 5

¥

as

much as anyother printer

Takes info. outof context

e.g.

consumerreport

e.g. reviews

by art, theatre& literary critics

promoters use onlythe complimentarypassages to promotetheir products

Association

Associates info. with feelings & desires

Sex

assoc. productwith sexualdesires e.g.car/perfume/

clothesPrejudices

RacialSexualstereotypes

Classaccents

Weight

Status

Respect for auth.

e.g.

Prestige of

science

Popular/respected

pub. figurese.g. Sports/

TV

personalities

Subliminalmanip. thro’ assoc’n

Reduceshoplifting

‘I will not steal’‘I will be honest’

Ø

by 30%

Dangers

=

Pol. & Soc.manipulation

re.

A. Huxley

Brave New W’ld Revisited

Prom.comminterests

➂

48 Interpretation of the Question

HTW6 7/26/01 8:52 PM Page 48