Advertisements

How does the audience of the advertisement impact the language used?

As there will be a particular appeal for a particular demographic, such as women, teenage boys, and so on, the language used by the writer will be adapted depending on the target audience.

What is the primary purpose of an advertisement?

To persuade

What is the secondary purpose of an advertisement?

To inform

What is the average tone of an advertisement?

An advertisement normally has a positive tone, emphasising why one product or service stands out over the other. However, the tone can be shocking (for social awareness and wow factor), or it could have a mocking tone, if comparing to a competitor’s product.

What effect does a bold heading have on the audience?

A bold heading can and should attract attention and arouse suspicion.

How should an advertisement ensure that engagement is sustained?

The piece should be short and easy to read. The writer should make it easy for the audience to access information through the use of subheadings, bullet points, and discourse markers.

How should an advertisement ensure that it reaches a wider audience?

The text should contain high frequency colloquial language.

How should an advertisement ensure that it connects to the audience?

The writer should ensure to include direct address and second person pronouns.

What text features can be expected in an advertisement? (24)

Writers can include: hyperboles, euphemisms, hard or soft sell, humour, alliteration, repetition, glamorisation, ethos, pathos, and logos, the rule of three, emotive language, connotations, rhetorical questions and other rhetorical devices, imperatives, lists, direct address, expert opinion, vivid imagery, neologisms, cliché’s, call to action, and narrative or descriptive elements.