As I dig deeper into how best to teach middle-school students to perform close readings, I realize that the more engaging the "text" the better! Advertisers offer us excellent opportunities to look closer at word choice. When every second of a TV commercial costs hundreds of thousands of dollars, every word is critical. This lesson and follow-up assignment uses three engaging TV commercials (links provided). Each commercial targets a unique audience, employs specific rhetorical strategies, and, most importantly, displays the power of words! Questions and graphic organizers guide students effortlessly! My students have loved this lesson!