Serving as a way to sum up or apply many of the principles students have been studying in a general semantics course, a unit on advertising language is devoted to examining how advertisers select language for its affective and directive uses. The unit shows how language is used to stimulate consumer interest in a product and often to mask the lack of extensionally verifiable information presented about the product. A major feature of the unit is that the students are asked not only to examine existing advertisements but to become advertisers themselves, to create their own advertising copy. In the major written assignment of the unit, students compose and explain an "institutional advertisement" (an ad whose immediate purpose is to favorably dispose the reader toward a company, institution, or organization that sponsors the ad). Coming at the end of a course, the unit usually perks up students who are growing jaded and weary as another long semester of college is drawing to an end. (RS)