The Selling of Rebellion - John Leo Thesis: That over the past century or so advertising media has steered towards a motif or theme of “rule breaking” a life with “no limits.” His questioning of why this phenomenon has occurred leads him to conclude that it could be time to put it to rest. He seems to also believe that it could very well reach its end if it wasn’t such an effective advertising tool. Author’s Purpose: John Leo’s purpose is to explore, with an opinionated mindset, the proliferation of the marketing geared towards a “no limits” life, or one that should break the rules. He is trying to make his audience more conscious of the widespread use of this theme, and suggests that it should probably be stopped. Audience: The author is clearly attempting to get to as wide of an audience as possible. He speaks as if he
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