1. What is advertising? What is it?
Advertising is the science of selling products to people. Advertisers try to persuade their target audience to purchase products.
How does it work?
They do this by making people feel like their lives will be better if they buy their products.

2. Advertising Most adverts have three characteristics.
Slogans and captions.
Visual.
Copy.

3. 1. Slogans
A slogan is a repeated catchphrase associated with a product.
Go to page 191 and do the matching exercise with the slogans in your copy.

4. Homework
Page 191
Write slogans for the five products at the bottom right hand corner of the page.
Tomorrow: captions.

5. Revision
What is advertising?
How does it work?
What is a slogan?

6. Effective slogans… Use buzz words (amazing, fantastic, etc.)
Make us laugh (haha)
Talk directly to the consumer (Do you want to be the best/fastest/smartest etc?)
Makes a statement that can’t be contradicted (‘The best built cars in the world’)
Suggest you will be worse off without the product (You can’t afford to be without this toothpaste/soft drink/mobile phone).

7. Slogans
Find the slogan in this advertisement and say why you think it is effective.

8. Revision Name five ways to make effective slogans.
Add one or two more if you can.

9. Captions
The caption is the main heading of the advert.

10. Slogtion capgan! slogtion capgan! slogtion capgan! AGHHHHHHHHH!
A lot of people have problems telling the difference between a caption and a slogan.

11. So how to tell the difference?
The caption is normally bigger than the slogan.
Ask yourself: does the slogan/caption look like it can be used on ALL products by the brand?
If yes, it is probably a slogan.
If no, it is probably a caption.

12. Captions
Find the captions in the ads and say if they are effective or not.

13. 2. Visuals
Visuals are the images we see in the advertisement. These can be photographs, colours, pictures or symbols.

14. 2. Visuals. Good visuals: Show us the product
Use a logo so we remember the brand
Make the product seem glamorous
Associate the product with someone famous – this is called endorsement
Warn us that bad things will happen if we don’t buy it

15. Homework Page 195 and 196 question 3.
Both questions are about the visual element of the advertisement.

16. Quick revision What is a slogan?
Write down five ways to make effective slogans.
What is a caption?

17. Copy
What is copy?
Write down four ways to write effective copy.

18. Page 197 – Gillette advertisement
Identify the caption and explain the effect.
Mach is used in maths to represent a number when it is travelling close to or through the speed of sound.
4. Is the slogan in this advertisement effective? Identify and explain.