What makes a successful advert? Unit: Information and Ideas Title: Persuasive Devices What makes a successful advert? (At least 3 ideas.) Bell work

Unit: Information and Ideas Title: Persuasive Devices What makes a successful advert? It has to grab and sustain the reader’s interest It uses a variety of persuasive devices It is clear and can be easily understood It informs and persuades

Recognise how texts persuade their readers. Unit: Information and Ideas Title: Texts which persuade This lesson, you will: Recognise how texts persuade their readers. In your exam, the second question expects you to be able to find, comment on, and analyse language devices that a writer uses and explain their effect on the intended audience You will need to use PEEE statements in order to answer this question effectively. .

Writers deliberately craft texts to have an effect you, the reader. For example: they want to persuade you to buy something, or they want to entertain you, or they want to give you information. This lesson we are focussing on texts which persuade. Texts which persuade: Leaflets in doctor’s surgery. Persuasive articles in a holiday brochure. Adverts in magazines. Can you think of any more?

How writers craft texts to persuade: The writer chooses the: Purpose, e.g. To persuade, to inform, to entertain. Audience, e.g. Parents, over 60s, teenagers. Style, e.g. Which person? (I/you/he/she), which tense? (past/present/ future.) Writer collects info’ The writer decides how to structure the text for maximum impact. Writer creates a ‘paragraph plan’ Based on the audience and purpose, the writers chooses language devices which will persuade. If we understand how they craft their texts, we can understand how to analyse them.

TO PERSUADE YOU MUST GO THROUGH A FOREST

ADDRESSES YOU A ALLITERATION and F FACTS and FORMATTING O OPINIONS R REPETITION and RHETORICAL QUESTIONS E EMOTIVE LANGUAGE and EXAGGERATION S STATISTICS and SENTENCE STRUCTURE T THREE (RULE OF) Intro AFOREST.

-Words that begin with the same sound. ALLITERATION and ADDRESSES YOU -Words that begin with the same sound. (e.g. An outstanding opportunity.) - Uses personal pronouns (you, your, yours) F FACTS and FORMATTING Points that can be proven. - Features such as catchy headlines, attractive pictures. O OPINIONS What someone thinks or believes. Sometimes given in a quotation. R REPETITION and RHETORICAL QUESTION Repeated words or phrases. - Questions to make one think but don’t require an answer. E EMOTIVE LANGUAGE and EXAGGERATION Words and ideas that stir strong feelings in the reader. - Statements which intend to emphasize. S STATISTICS and SENTENCE STRUCTURE Figures to support ideas or arguments. (E.g. 92% of people believe...) - Maximum impact sentences (e.g. Short and snappy.) T THREE (RULE OF) The power of three things in a list. Lists can show opinions, give examples or emphasize reasons. Explain what they mean.

To remind us: Down the side of your paper write down the prompt: A F O Test their memory.

You now have 60 seconds to see how many you can remember and write down. AND YOUR TIME STARTS…

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TIME'S UP!

How many did you remember?

ADDRESSES YOU A ALLITERATION and F FACTS and FORMATTING O OPINIONS R REPETITION and RHETORICAL QUESTIONS E EMOTIVE LANGUAGE and EXAGGERATION S STATISTICS and SENTENCE STRUCTURE T THREE (RULE OF) Intro AFOREST.

Scan in page 116 Analyse together as a class. What is the purpose? Who is the audience? Can they identify additional techniques which persuade? How do they work to persuade?

2) Who is the intended audience for the text? How do you know? What is the purpose of the text? How do you know? 2) Who is the intended audience for the text? How do you know? Identify the examples of the AFOREST techniques in the persuasive text. Thinking about the purpose of the text, how do they persuade the reader? Give groups one of the articles to analyse: Clinique. Club 18-30.

Kill them with kindness. Still blasting away at blemishes? Time to call a truce. If you gently exfoliate, good things happen. Clogged pores open. Oxygen evicts acne-causing bacteria. Medicated ingredients rush to accelerate treatment. Clinique’s new Acne Solutions Clear Skin System makes it happen, fast. Just cleanse, exfoliate, moisturize. Gentle enough to use twice a day, every day without drying. Within days, skin starts to look clearer. Resist future breakout. We come in peace. Clinique. Allergy Tested. 100% Fragrance Free. CLINIQUE The text is from an advert for ‘Clinique’ skin products for women. Get pupils to feed back on techniques used. E.g: Rhetorical Question Direct address of the reader (use of words like ‘you’, ‘your’ etc) Use of short sentences Repetition of words/phrases (gentle. Clinique.) List of 3 or more

Homework Due in: Look in a local newspaper for adverts for activities, hobbies or groups . Read each advertisement and find at least three techniques that persuade the intended audience to try the activity. Extension: If adverts aren’t successful, how could they be made more persuasive? These could include: specific language devices, images or aspects of layout.

An ad is a persuasive text An ad is a persuasive text. Each device has been used to help persuade the reader to buy the product. Copy and complete the following table considering how each device works to persuade. DEVICE EXAMPLE EXPLANATION Rhetorical Question “Still blasting away at blemishes?” Direct address “If you gently exfoliate, good things happen.” Short sentences “Clinique. Allergy Tested. 100% Fragrance Free.” Repetition “twice a day, every day without drying. Within days,” Pushes the message home by reinforcing how often the product can be used and how quickly it works List of 3 or more “Just cleanse, exfoliate, moisturize”

An ad is a persuasive text An ad is a persuasive text. Each device has been used to help persuade the reader to buy the product. Copy and complete the following table considering how each device works to persuade. DEVICE EXAMPLE EXPLANATION Rhetorical Question “Still blasting away at blemishes?” Engages reader making them think about their beauty regime Direct address If you gently exfoliate, good things happen. Reinforces the rhetorical question by making the reader feel that the text is written for them personally Short sentences Clinique. Allergy Tested. 100% Fragrance Free. Short and to the point – the effect of these sentences is to make clear easy to read points for the reader to be left with at the end. Repetition twice a day, every day without drying. Within days, Pushes the message home by reinforcing how often the product can be used and how quickly it works List of 3 or more Just cleanse, exfoliate, moisturize Presents a memorable and clear message about what the product does

These are examples to remind you to use PEE! Now answer the following exam question: Explain how the writer has used language to persuade the reader to buy the product. One way that the writer has used language to persuade the reader to buy the product is……………………………………………In the first paragraph the writer has used...........................The phrase……………………… is effective as it…………………………. Another part of the text that is persuasive is the………………..Here the writer has used……………………to………………….the reader. The………………………of the word…………is effective because it………………………………………………. These are examples to remind you to use PEE!

…and to finish the lesson! Read the following statements from a film poster. How are you being persuaded to go and watch the film? “Dark, chilling and full of twists…this is the perfect thriller” “Will chill you to the spine” “The new Sixth Sense”

Revision – Getting prepared for the exam! Create a revision sheet – you might want to include some of the following information: What is a fact / opinion? How do you identify audience and purpose? How do you locate the key points in the text? What is meant by structure? How are media texts structured? What are language devices? How do you recognise them and what do each of them do? What do media texts do visually to engage the reader? What should you look for to help identify the tone of the text?