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These "persuaders" use a variety of techniques to grab our attention, to establish credibility and trust, to stimulate desire for the product or policy, and to motivate us to act (buy, vote, give money, etc.) We call these techniques the "language of persuasion." They're not new; Aristotle wrote about persuasion techniques more than 2000 years ago, and they've been used by speakers, writers, and media makers for even longer than that. Learning the language of persuasion is an important media literacy skill. Once you know how media messages try to persuade you to believe or do something, you'll be better able to make your own decisions.

Embedded advertising is persuasive material embedded in media content in exchange for a payment.  The ad may take the form of product placement, product integration or branded entertainment.  Though the terms are often used interchangeably, they denote increasing degrees of influence advertisers have over media content.

"Yes, it's that time of year again--just after the holidays.  Magazines in particular feature cover stories on losing weight.  And weight loss advertising seems to be everywhere, especially in these new year's publications. Presented here are some resources, ads, and activities that will encourage young people to use "critical thinking skills" as it relates to these persuasive forms of advertising.  Since teaching ad technique and awareness is in most state's health teaching standards, these ads are perfect for use in classroom settings."