How the Ads Sell

I. Much of the ad''s appeal depends upon the consumer''s identification with the image projected. create the impulse to buy/desire

The general styles: The combination of the images (visual, verbal) is the language of advertising.

--edited and purposeful
--rich and arresting
--involves us; in effect, we complete the message.--the use of symbols
--no secret; simple language

(This section of the book contains a lot of ads as examples and leading questions. )

The Contemporary Reader (Ed. Gary Goshgarian. Harper Collins. Third ed. pp. 205-61)