Advertisements

Advertisements appeal to our human desires, needs and values. Appeals are usually made to
people’s desire for:
Health Success Physical safety
Enjoyment Power Financial security
Excitement Social status Saving money
Luxury Freedom Hunger
Beauty Escape Being a good
Romance Belonging parent/ wife
Independence Love /citizen etc

Terminology
Product The object being advertised. EXAMPLE: Big Mac Burger
Service The service being advertised. EXAMPLE: car insurance, medical aid, home loans
Target market The particular group of people the advertisement is aimed at. EXAMPLE: young
people, parents, students
Brand The name of the product/service. EXAMPLE: McDonalds, GEMS,
Coca-Cola, Standard Bank
Slogan The catch phrase of the company or product. EXAMPLE: “I’m loving it”

Logo The symbol associated with the particular brand. The logo can include the brand
name if it is written in a consistent font
Written The written text of the advertisement
copy/body copy
Visual copy The visual text/images
Layout Refers to the way in which different elements of written and visual text are placed
together to form the advertisement.

Key Feature

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The Aida Principle

Language used in Advertisements

• Emotive language • 1st person pronouns (I, • Exclamation marks

• Manipulative language we, us) • Names of celebrities
• Dramatic statements • Repetition • Half-truths
• Catchy phrases • Puns (may, most,
• Questions directed at • Rhymes some)
target audience • Alliteration • Scientific evidence
• Humour • Scientific language

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Answer suggestions for advertising questions:

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How some persuasive words and techniques are used in advertisements:

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Question 3.1
What is the implication of the headline, ‘Let’s keep the lights on when she’s your
age’? (2)

In this question, you need to understand the meaning of the word ‘implication’.

The implication is the conclusion that can be drawn from something, although it is not
explicitly stated. So… what conclusion are we drawing from this headline?

Answer: The advertiser is addressing the need for this generation to conserve energy
(POINT) (SO? WHY?) so that the next generation can continue to experience the benefits
of electricity. (EXPLANATION / CONCLUSION / IMPLICATION)
OR
The advertiser is warning of impending doom (IMPLICATION / CONCLUSION) if the
current wasteful practices continue (REASON FOR THIS CONCLUSION).

Question 3.2
Comment on the repetition of the plural personal pronouns (‘our’, ‘we’re’, ‘we’)
as an advertising technique. (2)

You should immediately see that this is a TECHNICAL QUESTION TYPE. Look at the
possible responses mentioned above.

Answer: The repetition of the pronouns drives the point home / emphasises (WHAT?) that
the company and the readers are jointly responsible for the solution.

If you just said, “The personal pronouns convey a direct personal appeal to the reader” or
that “The personal pronouns engage the reader” or “Motivate the reader to take action.”;
you will get 1 mark.

Question 3.3
Comment on the appropriateness of the image in the context of the
advertisement as a whole. (3)

Answer:
● What is the image? Tell the marker what the image is. The image portrays a young
child, snugly reading a book in bed.
● What is the point of the image for THIS advert? How does the image link to the
advert? This is in sharp contrast to the text, which comments on Shell’s activities in
the Arctic as a ‘nightmare’.
● What is the message conveyed by the advertiser in using THAT image? In the
context of the advertisement, the image conveys a false sense of security regarding
children’s future in the light of Shell’s activities in search of oil. The décor in the
room depicts nature and threatened species, while the light highlights the seriousness

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 of this issue. This part is your CRITICAL response.

Question 3.4
In your opinion, which advertisement would have a greater impact on the
reader? Justify your choice by making reference to both advertisements. (3)

For this question, you are COMPARING the two texts and then deciding which one is the
BETTER text and has a greater impact on the reader.

Answer: Text D is more informative/inspirational: (WHY?) it provides details that illustrate

the company’s social conscience. The advertisement elaborates on the company’s attempts
to preserve energy for future use and points out that global co-operation has been achieved.
The domestic setting shows a personal concern. The blurred image reinforces the fear that
the future will be bleak if we fail to harness all possible sources of renewable energy.

SOCIAL AWARENESS, PERSONAL CONCERN, EMOTIVE, SHOWS COMPANY’S

INVESTMENT IN THE ISSUE – HOW? – WITH THE IMAGES AND THE TEXT.

Text E is more cautionary and emotive (WHY?) e.g. ‘stuff of nightmares’. Greenpeace
satirises Shell’s approach and critically comments on Shell’s practises in the Arctic,
endangering nature. Greenpeace has mimicked/presented a parody of Shell’s visual.

You MUST mention both texts whenever the question makes reference to two
texts. You need to focus on key terms when responding to this question. Why is it
impactful? Focus on the image, the diction, the message.

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