1. This project and its actions were made possible due to co-financing by the European Fund for the Integration of Third-Country Nationals Persuasive writing (adverts and leaflets) Key words, definitions and examples Subject:English Age groups:8–11, 12–14, 15–16, 17–18 Topic:Non-fiction writing EAL Nexus resource Licence information | This resource is free to use for educational purposes. © British Council 2014 Source | This resource was originally developed by Charlotte Hurley and has been adapted by EAL Nexus.

2. Paragraph A part of a piece of writing that usually deals with one subject, that begins on a new line, and that is made up of one or more sentences Key term Definition Example

3. Modal verbs A type of verb that is mainly used to show how sure we are that something has happened, is happening or will happen can, could, may, might, must, ought, shall, should, will, would  You should visit soon …  This might be the best holiday ever …  Would you want to miss out? Key term Definition Examples

4.  If you buy this watch, then you will never be late again … Cause and effect Phrases used to show what will happen if you take the action or buy the item that is being promoted or advertised Key term Definition Examples

5. Concluding statement The final part of the advert or leaflet which sums up the reason to do or buy what is being advertised or promoted They’re light, they’re comfortable and they look great. These are the best trainers you could buy! Key term Definition Example

6. Present tense A verb tense used to show an action that is happening now  This is the chance of a lifetime …  Chokko is a creamy chocolate treat. Key term Definition Examples

7. Opinion A judgement or viewpoint on a particular matter  There are spectacular views …  We think our food is the tastiest there is … Key term Definition Examples

8. Slogan A phrase used that is associated with a particular product. Often repeated and used at the end of an advert  ‘I’m lovin’ it’  ‘Like brands only cheaper’  ‘Should’ve gone to Specsavers’  ‘Simples’ Key term Definition Examples

9. Wordplay Using and swapping words that have similar meanings in a clever and fun way  Laptops for top laps  The Worcester saucerer (Lea and Perrin’s Worcester sauce)  It ’asda be Asda Key term Definition Examples

10. Fact Something known to be true, that can be proved  It has 20 different speed settings  It is made using the latest technology  It contains Vitamin C Key term Definition Examples

11. Statistics A fact or piece of data obtained from a large study  70% of people said that they noticed a difference  Just under 400 people visit each day Key term Definition Examples

12. Persuade To urge someone to do something by giving them a good reason to do so Key term Definition Example  Use this to make you look younger  Visit us and have the time of your life  Buy it and you’ll never waste time again

13. Emotive language Language used to cause a particular emotion in the reader Key term Definition Example  The breathtaking scenery  These lonely, abandoned animals  Have you suffered from a terrible accident?

14. Exaggeration To make something sound ‘more’ than it is, e.g. bigger, better, quicker … Key term Definition Example  This is the quickest bike of its kind  It’s the tastiest cake you can buy  It works faster on stains than any other

15. Rhetorical question A question which doesn’t require an answer, that is used to hook the reader Key term Definition Example  Do you need to lose weight?  Have you suffered an injury at work?  Could you do with a holiday?

16. Alliteration The repetition of an initial sound in a phrase or sentence used for effect Key term Definition Example  B ritain’s b est b ank  D on’t d ream it. D rive it

17. Rhyme Words which have the same sounds at the end used together for effect Key term Definition Example  Once you pop, you can’t stop  Don’t just book it, Thomas Cook it

18. Boastful To exaggerate the benefits of the item being advertised Key term Definition Example  We think that it’s the best of its kind  This is going to get that kitchen clean in seconds

19. Adjective A word which modifies and gives more information about a noun Key term Definition Example  amazing views  mouth-watering dishes  comfortable beds

20. Font Style of lettering used in print Key term Definition Example  Font  font

21. Opinion as fact When the advertiser presents a viewpoint as if it is fact Key term Definition Example  Many experts agree that this could change your life  We feel that it might be the only drink that can quench thirst fast

22. Imperative verb A verb that gives a command or instruction Key term Definition Example  Buy this product  Act now  Grab your tickets