Analysing Adverts - Introduction

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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.


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


Purpose


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.


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.


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


Target audience


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:


Use of language


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:


Keywords wordsearch

Analysing Adverts - Introduction

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