Your headlines/ads What headlines and advertisements did you find, and how do they persuade? What claims are made, what evidence is presented, what reasons are given, and what strategies are drawn on?

When ads used a lot of logos

Today’s ads often use different appeals (with visuals more impt)

Anti Smoking Ads As part of a legal settlement, tobacco companies like Phillip Morris were forced to produce ads aimed at persuading kids not to smoke. Critics contend that these ads are often weak, and find subtle ways of being ineffective. What would you do if you were tasked with producing ads for Phillip Morris – what ad would you create? (imagine you are Nick Naylor from Thank You For Smoking). Think about the rhetorical situation – who is your audience? What is your purpose? What strategies might you use?

Phillip Morris Examine these 4 ads – which do you think is likely by Philip Morris? Which is most/least effective?

A) “Hooked”

b) “Joe Chemo,” & c) “Don’t wipe out”

4. “Throaty McThroatington”

Anti smoking campaigns show poor understanding of rhetoric “Some anti-smoking ads are simply ineffective, while others actually make youth more likely to light up.” (rebel sell) One study found that anti-smoking ads that stress long-term health effects or cosmetic issues are not effective. Recent research suggest that successful ads work “by enhancing perceptions that smoking poses severe social rejection risks. Other messages increased health risk severity perceptions, but such perceptions either had null or counterproductive effects on nonsmoking intentions, due to adolescents' perceived invulnerability to health risks.” (Pechmann, C., G. Zhao, M.E. Goldberg and E.T. Reibling (2003), "What to Convey in Antismoking Advertisements for Adolescents? The Use of Protection Motivation Theory to Identify Effective Message Themes," Journal of Marketing, 67 (April), 1-18.

Stay Up Ads that work use the strategy of “social rejection” and fear of being uncool. Many 14 year olds aren’t afraid of long term health risks, throat cancer or wrinkles – but they are often terrified of seeming uncool or facing ostracism.

AUTOMAKERS ARE TRYING TO DECEIVE YOU ABOUT VEHICLE POLLUTION, claiming that “Autos manufactured today are virtually emission free.”* Seems they’re ignoring the fact that vehicles actually produce more global warming emissions than they did 20 years ago. In fact, only 4 nations on earth produce more heat-trapping carbon dioxide that U.S. autos do alone. And even under tighter government standards, autos will still emit 500,000 tons of smog-forming pollutants and 350,000 tons of toxics linked to cancer* Does that sound “virtually emission free to you?” Rather than using their lobbyists – the Alliance of Automobile Manufacturers – to spread disinformation, automakers should put their talented engineers to work in support of federal and state initiatives that clean out air and protect our kids. To find out more, visit