Ateneo de Davao University

Marketing 2-A
English 23
TTH = 1.00 2.30 PM
Argument Research
Paper

Submitted by: Vizconde, Kimberly

Jeyamurugan,
Mathurshana
Heramil, Norheen
Javier,Arianne

The Medium is The Message and 50 other Ridiculous Advertising Rules is a

concept developed by Lemon Scented Tea and commissioned by Premasela, Dutch
Platform for design and fashion. This book is edited by Anneleos Van Gaalenn and
designed by Lilian Van Dongen Torma. Published in Asia in 2009 by Page One
Publishing Pte. Ltd. 20 Kaki Bukit view, Kaki Bukit Techpark, Singapore 415956. It
was first published in 2009 by BIS Publishers Het Sierad, Postjesweg.

The book explains how false advertising affects the buyers and consumers. It
helps each individual from refraining in using different actions that can make the
advertising false. Is advertising evil? Well, not according to Mr. Advertising David
Ogilvy, who argued that "advertising is only evil when it advertise evil things." it is
very understandable based on Mr. Ogilvy statement that advertising will result in a
negative way when you do negative things first. It is like a give and take
relationship. Anticipate the positive side of advertising because it is one way to
make sure that your advertising will come up with an ideal result. So with that, you
must dismay the negative thoughts inside your mind. Used business words in
advertising so that the audience could relate and relay to each message you utter
to have a connection with in you and the audience. "As advertising Blatter becomes
the nations for normal idiom, language becomes printed noise." George Will (1941),
American Journalist.

3. Describe the book:

It is interesting because it contains a lot of information about our topic. The
writers style is persuasive. The method of organization is persuasion because it
convinces us to avoid false advertising and talks about how evil it is.

What evidence does the book present to support the argument?

The most powerful element in advertising is the truth- Bill Bernbach

How convincing is this evidence?

Strong: There are so many people that are against in false advertising by
sharing their own thoughts and opinions written in the book. It concludes
Advertising is a legalized lying. Laws related to advertising is

implemented in our country but sadly it turns out to be legal to the people
in business.
Weak: There are some people and companies who still patronize the false
advertising. Some subtopics in the book talks about how advertising works
for its own good and the benefits of the company.

Responds to authors opinion:

I agree with the content of the book that says false advertising is evil
because companies are just fooling the customers just to get their moneys.
I disagree with the quotation of Joseph E. Levine You can fool all the
people all the time if the advertising is right and the budget is big enough.
Some advertisements are too unrealistic enough to not to believe. We like
the book because it contains opinions from different people all over the
industry.

Explore issues the book raises:

The book suggests opinions that can make other people realize how evil
and good advertising is. There are no facts that the author neglected to
consider in the book.

Relate your argument to other books or authors:

According to David Ogily Advertising is only evil when it advertises evil
things but Bill Bernbach contradicted it with his quote The most powerful
element in advertising is truth. It means that not all good things being
advertise are good because some of them are not setting the truth free.
Relate the book to larger issues: As a marketing student, we learned to be
honest in our product on advertisements because we want our customers
to love our product by being honest to them and giving them the best
quality that we have.
Evaluate: the book is suitable for all audiences and it gives them
knowledge on how good and evil is advertising.
Conclusion: the book has strong evidence, Advertising is a legalized lying.
Because Laws related to advertising is implemented in our country but
sadly it turns out to be legal to the people in business. And Weak evidence
is some subtopics in the book talks about how advertising works for its own
good and the benefits of the company and people. The book suggests

opinions that can make Readers can realize truth of the advertising from
thee book.