analysing adverts - introduction
TRANSCRIPT
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Analysing Adverts – Introduction
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Introduction
Adverts
Where do we find advertisements? Write some ideas on the brainstorm below. The first one has been done for you.
on billboards
Did you think of all of these?
on the television
in magazines
on public transport
on the radio
in newspapers.
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Purpose
Advertisements can have a variety of different purposes.
To inform us about an important issue
To persuade us to buy a
specific product
To increase our ‘brand awareness’
Can you think of any others?
To persuade us to use a
particular service
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Purpose
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Persuasion
Advertisers must persuade us to buy their idea, whether it is a product, service, brand, or issue. How exactly do they achieve this?
Here are some ideas:
they make it sound as exciting and interesting as possible
they make us believe that everyone else has or wants this product
they make us believe it will enhance our lives
they make it sound like the best possible example of its kind that we can buy.
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Target audience
Before they create an advertisement, the advertisers must think about the audience that their advertisement is aimed at. This is important because:
they need to match the content of the advertisement toits intended audience using suitable language
they need to create an advertisement that will attract the audience, using images that the target audience will find appealing
they need to place the advertisement in a suitablemedia to reach its intended target audience.
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Here is a sample advert and some possible target audiences that it might be aimed at.
Match the advert to the correct target audience.
ITALY, Land of Delicious Food and
Historic Culture
Visit us for the ultimate luxury holiday experience
school age children?
Is the advert aimed at ….
wealthy holiday makers?
budget tourists?
keen gardeners?
Answer: wealthy holiday makers
Target audience
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Target audience
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Analysing an advertisement
The overall ‘look’ of the advertisement on the page.
The images that have been chosen and what aspectsof the product they serve to emphasize.
The appearance and content of the text, including anylinguistic techniques that are used.
The message that the advertisement is giving about theproduct.
The target audience that the advertisement is aimed at.
When you are analysing an advertisement, there are various aspects that you will need to consider:
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Use of language
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beautiful, descriptive language makes their productsound wonderful
alliteration makes their advert more memorable and‘catchy’. The use of repeated consonant sounds creates arhythm within the text that helps emphasize certain words
repetition strengthens an image in our minds. Byrepeating certain words, the advertiser puts an emphasison certain aspects of their product and also makes theidea more memorable. Repeating a phrase three timesgives a flow and strength to the ideas.
Use of language
Advertisers use linguistic techniques to convince us to buy their products:
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