Spotting False Dilemmas in Adverts
Today I can spot a false dilemma in an advert or headline and rewrite it with the missing middle options.
A Look back3 min
- 1.
A sign says: “Walk to school or get the bus.” Use the tally to write one other way to get to school.
- 2.
Ali says: “Most of us walk, so walking is the best way.” Does the chart prove that? Circle your answer.
Yes, it proves walking is the best wayNo, it only shows what most children do - 3.
Ben says a class vote has only two choices. Look at the vote tally. Is Ben right? Circle your answer.
Yes, only two choicesNo, there are more than two
B Watch me, then you4 min
A shop window has a sign: “Buy the blue scooter today or you will never get one.” Read it and find the missing middle options.

The sign shows two choices: buy now, or never get one.
Between them: buy later, look at another scooter, or ask a grown-up first.
These are three middle options, and there are more. That makes it a false dilemma.
- 1.
A poster says: “Enter the contest today or never win.” Write one middle option the poster leaves out.
- 2.
Which card is one of the two choices in the scooter sign? Circle your answer.
Buy the blue scooter todayScooters come in many coloursAsk a grown-up first
C Your turn8 min
Read each advert or line carefully and find the missing middle.

- 1.
A bike shop banner says: “Buy this bike now or walk forever.” Is it a false dilemma? Circle your answer.
Yes, two extreme choices with the middle left outNo, it lists every choice - 2.
Sort these lines. Write each one in the right column.
Buy now or miss out forever.Either you love dogs or you hate them.Pets can be dogs, cats, fish, or none.We can walk, cycle, or take the bus.Two choices, middle left out Several real choices - 3.
A cereal box says: “Eat this cereal or be hungry all morning.” Write one middle option the box leaves out.
- 4.
Headline: “Schools are either far too strict or far too soft.” Write two middle options this headline leaves out.
Say it out loud: What did each advert or headline leave out? Say one missing middle option out loud to your grown-up.
D Spot the mistake3 min

- 1.
Is Maya right that the only choices are the pink bag or no bag? Circle your answer.
Yes, exactly twoNo, there are more than two
E Think deeper3 min
Think about why false dilemmas work so well on people.

- 1.
Why might a false dilemma be easier to remember than a full list of choices? Explain in two sentences.