1. Analysing an Advertisement
Language Study
Analysing an Advertisement

2. Analysing an Advertisement
UNIT CONTENTS
Introduction Slides
Cyprus Slides
India Slides

3. Analysing an Advertisement - Introduction
CONTENTS
Introduction Slides 4 - 6
Purpose Slide 7
Persuasion Slide 8
Target Audience Slides
Analysing an Advertisement Slide 11
Use of Language Slide 12
Linguistic Techniques Slide 13

4. Analysing an Advertisement - Introduction
In this unit we will be studying advertisements, looking at how they are created, and particularly at the way advertisers use language.
Adverts are all around us in our everyday lives, so much so that we often do not notice the influence that they have on us.
In this introductory section, we will be looking at some of the techniques that advertisers use to get us to buy their products.

5. Analysing an Advertisement - Introduction
Where do we find advertisements? Write some ideas on the brainstorm below. The first one has been done for you.
On billboards
Adverts

6. Analysing an Advertisement - Introduction
Here are some of the places that you might find advertisements.
On the television
In magazines
On billboards
Adverts
On public transport - both inside and out
In newspapers
On the radio

7. Purpose Advertisements can have a variety of different purposes.
Analysing an Advertisement - Introduction
Purpose
Advertisements can have a variety of different purposes.
To persuade us to buy a specific product.
To increase our ‘brand awareness’.
To persuade us to use a particular service.
To inform us about an important issue.

8. Analysing an Advertisement - Introduction
Persuasion
Advertisers must persuade us to buy their idea, whether it is a product, a service, a brand, or an 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 it will enhance our lives.
They make us believe that everyone else has or wants this product.
They make it sound the best possible example of its kind that we can buy.

9. Analysing an Advertisement - Introduction
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 to its intended audience, for instance using suitable language.
They need to create an advertisement that will appeal to the audience, for instance using images that the target audience will find appealing.
They need to place the advertisement in a suitable media to reach its intended target audience.

10. Analysing an Advertisement - Introduction
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
Is the advert aimed at ….
School Age Children?
Wealthy holiday makers?
Budget tourists?
Keen gardeners?
Answer: Wealthy holiday makers

11. Analysing an Advertisement - Introduction
Target Audience
How do we know which target audience the advert is aimed at?
Question:
The word “luxury” suggests that this holiday will be expensive. In addition, Italy offers “delicious food” and “historic culture”. These are perhaps more likely to be of interest to wealthy holiday makers than to keen gardeners or school age children.
Answer:

12. Analysing an Advertisement
Analysing an Advertisement - Introduction
Analysing an Advertisement
When you are analysing an advertisement, there are various aspects that you will need to consider:
The overall ‘look’ of the advertisement on the page.
The images that have been chosen and what aspects of the product they serve to emphasise.
The appearance and content of the text, including any linguistic techniques that are used.
The message that the advertisement is giving about the product.
The target audience that the advertisement is aimed at.

13. Analysing an Advertisement - Introduction
Use of Language
In this unit, we are looking particularly at the way advertisers use language to persuade us to buy their products. There are various linguistic techniques that advertisers can use to convince us:
By using beautiful, descriptive language to make their product sound wonderful.
By using techniques such as alliteration to make their advert more memorable and ‘catchy’.
By using techniques such as repetition to strengthen an image in our minds.

14. Linguistic Techniques
Analysing an Advertisement - Introduction
Linguistic Techniques
Advertisers will often use linguistic techniques to increase the effectiveness of their advertisement. Here are three of the techniques that they might use:
Repetition: by repeating certain words, the advertiser puts an emphasis on certain aspects of their product and also makes the idea more memorable.
Alliteration: the use of repeated consonant sounds creates a rhythm within the text that helps emphasise certain words.
‘Listing in threes’: the technique of repeating a phrase three times gives a flow and strength to the ideas.