As we discussed in the earlier sections, advertising is one type of media whose purpose is to persuade. Take a moment and think about the times in your day when you aren’t exposed to any advertising. Of course, there are no ads when you are sleeping. Are there any other times? There are very few, right? Besides the obvious advertising in newspapers, magazines, and on television and radio, ads can be embedded in video games and appear on websites and social media sites. Movies and television programs even have what’s called “product placement,” in which the makers of brand-name products pay for the products, such as sodas and athletic shoes, to be seen in a movie or program. In 2015, Red Crow Marketing Group estimated that we are exposed to around 4,000–10,000 ads per day, so it’s important we know how to evaluate the persuasive techniques that are used.

Ads use slogans to help consumers remember products. Do the matching exercise below by dragging and dropping the product name next to its slogan.