Generate the principle
Time: 20 minutes +
Collect advertisements from a variety of magazines, in order to
represent a range of intended audiences (a sample of magazines:
Newsweek, Martha Stewart Living, Rolling
Stone, Fortune, Cosmo,
Ebony, The Utne Reader). It might be especially interesting to
bring in advertisements for similar products from different magazines,
or for similar products from magazines of different eras.
Ask students to identify the claim, reasons/evidence, and warrants
from different advertisements. Talk about why advertisers might
rely on different arguments for different audiences.
(For example, in the old "You've Come a Long Way, Baby" Virginia
Slims ads, the claim is, "You should smoke Virginia Slims." The
evidence is, The warrant is, "Liberated women smoke/smoking
is a sign of independence.")
Variation: Ask students to bring in the advertisements.