ADVERTISING
To study advertising is to study the techniques of persuasion.
Why study advertising? If one understands how advertising works and is able to
analyse it, one will be able to withstand its manipulation and make purchasing
decisions keeping in mind facts rather than being ruled by emotions.
When analysing advertising, there are two aspects that must be considered: the
visual message of the advertisement and the stylistic devices used in the wording
of the advertisement.
VISUALS
Logo: an easily recognisable graphic symbol associated with a particular
company
- consider the symbolism of the chosen graphic – what does it suggest about the
company?
Colour: different colours can evoke different responses
- consider the connotations of the dominant colour of the advertisement – red
could suggest excitement or danger, green eco-friendly or calm, blue purity and
cleanliness
Image: in most print advertisement, the images dominate.
- consider what the image suggests about the product – what is the link between
the image and the message of the advertisement?
Copy: besides what they say about the product, the “look” of words in an
advertisement can also add to the message.
- consider the choice and size of font – fonts can be formal or informal,
traditional or modern, rigid or loose
STYLISTIC DEVICES
Repetition: catchy phrases and slogans are repeated to make them stick in the
viewer’s mind
Sound devices like alliteration and assonance: make slogans and headlines
catchy and therefore more memorable
Rhetorical questions: the answer is unnecessary because it is so obvious (“Do
you want the best for your child?”), emphasising the point (“Then buy our
product”)
Hyperbole: to exaggerate the effect the product will have or the desirability of
the product
Puns: clever play on words catches the viewers’ attention
Exercise 1
See how many of the well-known logos below you can link to the companies they
represent.
Exercise 2
See how many of the slogans below you can link to the companies they belong to.
a) I’m lovin’ it n) Because you’re worth it
b) The ultimate driving machine o) Finger lickin’ good
c) A diamond is forever p) Hello summa!
d) Connecting people q) Keeps going and going and going
e) Have a break … r) Maybe she’s born with it…
f) Just do it s) How can we help you?
g) Obey your thirst t) Think different
h) Out wit. Out play. Out last. u) Snap, crackle and pop
i) Live in your world. Play in ours. v) The toughest four letter word on
j) Impossible is nothing wheels
k) Share moments. Share life. w) …gives you wings
l) Quality never goes out of style x) Number 1 recommended by dentists
m) It’s in the game y) Flame grilled, it just tastes better
Another way to analyse the wording of an advertisement is by considering the use of
emotive language:
EMOTIVE LANGUAGE
target audience the
group of people with
Advertisers appeal to their target audience’s emotions by shared characteristics
using words with connotations that suit their intentions. They such as age, gender,
will use words associated with positive feelings or ideas when income etc. at which
the advertisement is
referring to their products (e.g. “innovative”, “natural”) and use aimed
words with negative associations to describe the outcome
without their product (e.g. “dull”). connotations ideas
and feelings suggested
by a word e.g. red =
blood = danger
Exercise 3
Match each of the words in the left-hand column to the word/term with the same
meaning in the right hand column AND indicate which word is the more emotive
(whether positive or negative) and which word is the more neutral.
1. Overweight A Inactive
2. Unadventurous B Compromising
3. Predictable C Fastidious
4. Lazy D Fat
5. Flexible E Rigid
6. Principled F Alien
7. Drab G Skinny
8. Tidy H Careful
9. Immigrant I Reliable
10. Slim J Colourless
APPEALS
By considering the overall effect of the use of visuals and language in an
advertisement, you should be able to identify the emotion, desire or need to which it
appeals in the viewer. This is a list of some of the appeals:
Snob values Economy
Maternal instincts Variety
Glamour and beauty Sex and desirability
Novelty Safety and security
Conscience Health
Ambition Modernity
Efficiency Time-saving
Guilt Conformity
Exclusivity Hero worship
The appeals are not necessarily about what the product offers, but rather depend on
the emotions, desires or needs of the target audience.
Exercise 4
Suggest two appeals from the list above which an advertiser is likely to use to
advertise the following products and describe the target audience which each appeal
could target.
a) Steers burger
b) BMW luxury sedan
c) Huggies nappies
d) Virgin Active gym subscription
e) The Red Cross children’s hospital
f) Trellidoor security gate
g) Oxycute face wash
h) Fancourt Golf Estate
i) Sunlight dishwashing liquid
j) Pep Stores clothing line
Exercise 5
The text in the bottom left corner:
Don’t play with drugs,
you won’t have a second life.
[Link]
Source: [Link]
Analyse the advertisement above using the following outline:
Message of the advertisement
Visuals – image, logo, copy Copy – stylistic devices, emotive
language
Dominant appeal
Target audience
HARD SELL, SOFT SELL AND SEX SELL
There are three different approaches an advertisement can take to sell a product.
These are called hard sell, soft sell and sex sell.
Hard sell is when an advertisement uses a demanding approach to sell the product.
The emphasis is on the price and the advertisement has a sense of urgency, calling
on the viewer to take action immediately or as quickly as possible.
Soft sell is a more indirect approach, in which a lot of emotive language is used in a
subtle way to persuade the viewer that the product is superior or that they need the
product.
Sex sell is when the advertisement uses attractive models to draw the attention of
the viewer to the product.
Exercise 6
Watch the videos of advertisements which your teacher will show you and for each
one consider the following:
1. What is the name of the product?
2. What is the slogan of the advertisement/company?
3. Who is the target audience of the advertisement?
4. To what emotion, desire or need does the advertisement appeal?
5. Write down any facts about the product in the advertisement.
6. Is it hard sell, soft sell or sex sell?
Exercise 7
Study TEXTS E and F below and answer the questions set.
TEXT E
Source: [Link]
The text at the bottom of TEXT E reads:
Just a century ago an estimated 100,000 tigers roamed the wild lands across Asia. Today, fewer
than 5,000 tigers remain in the wild, the result of habitat destruction and illegal killing to satisfy a
global market for tiger skins, fur, bones, and other body parts. So please, STOP KILLING
QUESTIONS: TEXT E
INNOCENT ANIMALS.
a) Based on the message of this advertisement, comment on the effectiveness
of the main image. (3)
b) “So please, STOP KILLING INNOCENT ANIMALS.”
Suggest a reason why “So please” is not capitalised like the rest of the
words in this sentence. (2)
c) This advertisement includes a fair amount of text at the bottom. Which
element (the main image or the text) do you consider to be more convincing?
Substantiate your answer with close reference to Text E. (3)
TEXT F
Source: [Link]
QUESTION: TEXT F
d) “PRETTY UGLY” is an example of which figurative device? (1)
e) How is this device used to ehance the message of this advertisement? (1)
SUB-TOTAL :10
Exercise 8
Study the advertisement (TEXT D) below and answer the set questions.
a) What is the effect of omitting the question mark in the question asked
in the graphic? (Do you know … of water.) (2)
b) Explain how the graphic cleverly illustrates the question asked. (3)
c) Why do you think most of the companies funding this advertisement
are petroleum companies? (2)
d) Discuss how the company’s name and logo fit the message that this
company wants to convey. (3)
SUB-TOTAL: 10