EXERCISE $10-1$

Here are several advertising snippets $($usually including the main ploy$).$ Evaluate each of them for honesty, cogency, and the like, and point out uses of the various kinds of gimmicks and devices $($humor$,$ jargon, etc.$)$ discussed in the text.

Woman in a cigarette ad: "Until I find a real man, I'll settle for a real smoke."

Burger King sign: $"10$ FREE French Fry Certificates for only $$1\mathrm{.}00."$

Calvert Gin ad: "Dry, Drier, Driest, Crisp."

Ad for a car: "You can love it without getting your heart broken."

Apple ad: "Think different."

$"6.$ Part of a Nike commercial: "You don't win silver; you lose gold."

Ad for Swiss Mocha: "Drift into a Chocolate Daydream."

Ad for presidential coins: "Every reader of this newspaper who beats the order deadline will still get one of the last never$-$circulated Golden Presidential Dollar Coins free with each sealed vault tube at just twenty$-$eight dollars plus shipping."

Budweiser commercial: A rooster very carefully crosses the road and then goes into a tavern where they serve Budweiser. A guy watching this then says to his buddy, "Well, I guess that answers that question." $($Hint: This ad is a particular favorite of at least one of the authors of this text.$)$

$*10.$ The principal part of a newspaper ad sponsored by the U$.$S$.$ Council for Coconut Research$/$Information featuring a photo of Martin Agronsky: "The truth told by a famous U$.$S$.$ television personality: Whoever says coconut oil's 'poisoning' America isn't supported by facts. $...$ In fact, an on$-$going medical study in a Boston hospital has turned out some strong evidence that the 'fatty acids' of coconut oil could be beneficial to human health. America's intake of coconut oil fats is a lot less than what you think. The FDA $[$Food and Drug Administration$]$ commissioner testified recently before the U$.$S$.$ Congress that less than $1\mathrm{.}5\%$ of U$.$S$.$ total fat intake is made up of coconut oil. $..."$

Newspaper ad for the Massachusetts State Lotterv: "There's a good chance vou