Advertising 3 Imagine that your job is to advertise a number of products. Which groups of people should you target for each product? A machine that helps you Music fans. get in to the bath. Mobile phone accessories. Current affairs followers. High interest loans. The unemployed. Magazines with gossip and Teenagers. interviews. A news bulletin e-mail OAPs. service. Analysing an Advert When you are analysing an advert there are various aspects that you will need to consider. The appearance and content The overall ‘look’ of the of the text, including any advert. linguistic techniques that have been used. The images that have been chosen and what aspects of the product they serve to emphasize. The message that the advert The target audience that is giving about the product. the advert is aimed at. Adverts often use persuasive words and techniques to convince the viewer to buy the product that they are selling. Sort the ideas on the following slide into persuasive words or persuasive techniques: Persuasion Obviously Persuasive Without a doubt Words Emotion Evidently Argument Truly Alliteration Persuasive Repetition Techniques Clearly Inarguably Undoubtedly Use of Language Advertisers use a range of linguistic techniques to convince us to buy their products: Beautiful, descriptive language makes the product sound wonderful: Juicy, tender, succulent chicken coated in a smooth blend of honey and mustard sauce… Alliteration makes the advert more ‘catchy’ and memorable. The use of repeated consonant sounds creates a rhythm within the text that helps emphasize certain words: Cutting costs on crazy creations! Repetition strengthens an image in our minds. By repeating certain words, aspects of the product are emphasized and the idea is made more memorable. Repeating a phrase three times reinforces the idea: Whitening toothpaste for whiter teeth: make your bright smile whiter! Travel or Holiday Advertisements Some of their features of travel or holiday advertisements are as follows: They emphasize positive aspects of the destination, e.g. sun, sports, history. They stress points about the place that make it unique or unusual. They appeal to a specific audience, e.g. lovers of culture, honeymooners. They use an idealized image of the destination to appeal to tourists. Can you think of any other features typical of holiday advertisements? Advertising Cyprus Imagine you are designing an advert for Cyprus: • Which images of Cyprus would you use? • Which persuasive techniques might you include in the advertisement? • Which aspects of Cyprus might you choose to emphasize? • What does Cyprus mean as a holiday destination to you? Fact Cyprus has sunshine. Cyprus has sea. Rhetorical Question Cyprus is one in a million. Hyberbole Cyprus is a wonderful destination. Rule of Three Cyprus has 43 beaches. Alliteration Cyprus has beaches, sun and sand. Slogan Swim in the sea, sunbathe on the sand! Emotive Language Cyprus: island of the gods. Repetition Why go anywhere else? Analysing the Image Look at the images below, taken from the advertisement for Cyprus. Why do you think these particular images were chosen? What do they emphasize about Cyprus as a holiday destination? Analysing the Image Snowy mountain Deep blue sky – top with image not a cloud in of someone sight! having fun! Beautiful sunset. The three images show the Picture of ‘ancient contrasting aspects of architecture’. Cyprus that appeal to more than one target group. Analysing the Headline Text Now look at the headline text below. What do you notice about the text, both in terms of its appearance and its content? Analysing the Headline Text The name of the The word ‘island’ is destination is in repeated three times, the largest text, emphasizing the making it stand location and using the out. technique of ‘listing in threes’. The word ‘culture’ The word ‘contrasts’ will appeal to makes it clear that The word tourists keen on there is something for ‘pleasure’ will history. everyone in Cyprus tempt people who want to have fun and party. Analysing the Body of the Text Look at the body of the text. How do the advertisers use language to persuade you to come to Cyprus? Do they use any linguistic techniques in the text? Analysing the Body of the Text The consumer is Alliteration gives asked to use emphasis and The word ‘island’ is his/ her rhythm to the repeated to emphasize imagination. text. the location. Visitors can The use of The final sentence sample culture, questions again stresses that take part in sports, addresses the Cyprus offers a variety and be romantic. reader of holidays for tourists. directly. The message What sort of messages about Cyprus are the advertisers trying to send to people reading their advertisement? Cyprus is… The message An island where tourists can experience several different ‘holidays’. A place that offers culture, sports and romance, all Cyprus is… on the one island. Somewhere that An island that could tourists will really be enjoyed by a enjoy themselves couple or a group. Target Audience What sort of target audience do you think the advert for Cyprus is aimed at? Choose the three most likely answers from the ideas given below: Families with very young People who like a variety children. of options, not just sunbathing. People who enjoy sports Single people who just and active holidays. want to lie on the beach. Older couples interested People who are keen on in history and nature and wild animals. architecture.
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