When you read, it is always important to evaluate the author's credibility. Make sure that the claims the author makes are valid and do not stress the author's bias. You can check an author's credibility by making sure he or she is a qualified expert in his or her field. If the author does not have suitable experience in the field he or she is writing about, it is unlikely that the author's writing will be credible.
Here are some questions to ask that will help you determine an author's credibility:
Student responses may vary. Acceptable answers include:
About the Author
Max Warren is an advertising executive who works on Madison Avenue in Manhattan. He has come up with over three dozen successful ad campaigns for companies that sell items as diverse as cars, fruit juice, and paper towels. He has won several advertising awards for his company, and has written two books about the effects of advertising on young people.
It's All in the Advertising by Max Warren
There is no better career than being in advertising. I have worked in banks, in malls, and even on a fishing boat. So I can tell you that being an "ad man" is like nothing else in the world. Huge companies look to us to help them sell their products. They rely on our creativity, our humor, and our knowledge of the field to help them pin down the perfect advertisement to represent them. Some people will argue that advertising is frivolous and does not really work for selling products. They think that if people want to buy something, they will just look for the lowest price or the highest quality on their own. But there is a lot of research that shows that this is simply not the case. Studies have shown that advertising helps increase sales of products by well over 50 percent over not advertising at all. The public exposure that advertising provides a company can last for generations. A catchy tune or a memorable logo can be the difference between a product, and a company's success and failure.