Types and Purposes of Advertisements

Types of Advertisements

• Print advertisements include those in billboards, magazines, flyers, and brochures, first created in 1472 and remaining a common advertising method.
• Radio advertisements feature spoken adverts played between songs or topics on the radio and podcasts, and were first created in the 1920s.
• TV advertisements became popular in the 1940s and involve short video clips shown during breaks between shows, now having a significant reach, especially on sports channels.
• Internet adverts emerged in the 1990s with the first being pop-up ads, which have become a routine part of internet browsing.
• Social media ads include influencers showcasing products, along with short video ads on platforms like YouTube, Facebook, and TikTok, which evolved from TV ads.

Purposes of an Advert

• An advert may serve the purpose of promoting a product.
• An advert may serve the purpose of promoting a service.
• An advert may serve the purpose of promoting an idea.

Promoting a Service

• A service involves paying for someone to do something for you, such as a repairman, internet installer, or garden service.

Promoting a Product

• A product is a tangible item that can be purchased and used, such as a computer, PRIME drink, a cactus, or makeup.

Promoting an Idea

• Adverts promoting ideas aim to change behavior, educate, or encourage thought, including religious adverts, which focus on concepts rather than tangible items.

Advertisement Features

• A logo is a familiar image associated with a brand, like McDonald's "M".
• A slogan is a memorable phrase used by a brand, company, or resource to create immediate recognition.
• Graphics are the images or pictures used in the advertisement.
• Copy refers to any written content in the ad that is not the slogan or logo.

Steps to Analyze an Advert

• First determine what is being promoted, whether it is an idea, service, or product.
• Adverts can be found in various locations, including billboards, magazines, buses, shop windows, social media, and TV.

Identifying the AIDA Principles

• The AIDA Principles are a marketing tool used to understand what an advertisement is doing.
• The AIDA model describes the four stages a consumer goes through before making a purchasing decision

Attention

• An advert should grab the viewer's attention, attracting the target audience. This attracts you to look at the advert.

Interest

• Once attention is captured, the viewer becomes interested in the brand and wants to continue looking at it, as well as generating emotions like curiosity or empathy.
• An advert can maintain interest through catchy phrases, interesting images, or exciting ideas.

Desire (Decision)

• Desire makes the viewer want the product, service, or idea, helping them make a decision, and trust the brand, as well as sparking desire.
• This stage makes you consider the possibilities and improvements to your life if you engage with what the advert offers.

Action

• AIDA leads the viewer to act on their desire, creating a want and need for the product, service, or idea.
• The promoted item becomes valuable to you.

Persuasive Techniques in Advertising

• Analogy compares two things to make a point.
• Colloquial Language uses everyday language to appear relatable.
• Cliches are overused expressions that quickly convey familiar ideas.
• Emotive Words provoke an emotional response from the audience.
• Writers use evidence like facts, figures, quotes, or graphs to support arguments.
• Expert Opinion involves using endorsements from experts to strengthen an argument.
• Hyperbole exaggerates to persuade readers.
• Inclusive Language like "we" or "us" is used to build rapport with the reader.
• Irony includes situational irony where the unexpected happens and verbal irony (sarcasm).
• Jargon is specialized language used within specific fields.
• Logic involves presenting a well-structured, persuasive argument.
• Metaphor describes one thing as another to help persuade by association.
• Puns are plays on words that rely on homophones, homonyms, or rhymes.
• Repetition reinforces an argument by repeating words, phrases, and ideas.
• Rhetorical Questions lead readers to a conclusion by posing questions with obvious answers.
• Simile compares one thing to another to persuade through description.
• Tone conveys the overall feeling, be it passionate, logical, humorous, or mocking.

Features of Cartoons

• A comic strip uses interrelated frames with drawings and text in speech/thought bubbles to display humor or comment on society.

Important Cartoon Vocabulary

• Visual Clue: Something identifiable by looking at the visual, indicating location, appearance, feelings, or actions.
• Satire: Literary device using irony, jokes, and exaggeration to expose something about someone or something, often used by political cartoonists.
• Stereotype: A generalized image or statement about a person, gender, or race, used to create humor or help identify a person, though it can be hurtful.

Cartoon Techniques

• Movement in cartoons can be shown using lines, arrows, or multiple limbs.
• Humor creates laughter or amusement using techniques.

Types of Humour

• Ambiguity is when something can be interpreted in multiple ways.
• Caricature exaggerates or oversimplifies traits to make someone look funny.
• Paradox presents a self-contradictory statement (e.g., "My weakness is my strength.")
• Litotes employs understatement to create humor.
• Hyperbole uses exaggeration for humorous effect.
• Parody imitates something to poke fun at the original.
• Spoof mocks or humorously associates with an original text.
• Intertextuality references another work of art for humorous purposes.
• Satire wittily attacks something the author disapproves of, critiquing mistakes.
• Irony uses the opposite of what is meant, including verbal irony (sarcasm).
• Stereotype exaggerates a character type for recognition and humor.

More Types of Humour

• Self-Deprecating: Making fun of yourself and your experiences for others' enjoyment.
• Situational: Humorously addressing situations to reduce tension.
• Understated (Litotes): Downplaying the seriousness or importance of something.
• Overstated (Hyperbole): Exaggerating events for entertainment.
• Satirical: Critiquing individuals or current issues humorously.
• Dark: Making light of serious topics, which can be controversial.

Steps to Cartoon Analysis

Read Through the Cartoon

• Pay attention to images, information, and speech bubbles.
• Note the basic elements of the cartoon.
• Analyze how emotions are expressed through facial expressions and body language.
• Take note of visual clues that support your answer to the previous question.
• Identify the feelings or themes invoked.

Identify and Understand the Cartoon

• Who are the characters and what are the character emotions displayed? What does their body language tell us? Where does this take place? What movements are happening?
• Determine if characters are figures or stereotypes.
• Determine if the depiction is normal or are they caricatures (ridiculous exaggerations) of themselves?
• Identify well-known personalities with exaggerated features.
• Identify facial expressions, body language, and relationships between characters.

Background and Setting

• Determine when and where the scene takes place.
• Discern if the cartoon is based on fact or fiction.

Analyze the Language and Deeper Meaning

• Identify stereotypes, satire, and figures of speech and determine what the the theme, idea, or meaning of the cartoon is.
• Determine if the language been used in any creative ways and identify whether the cartoon is humorous and why
• Diction: slang, jargon, and/or colloquialism.
• Structure: single words, phrases, or sentences?
• Punctuation's impact on mood and tone.

What Type of Humour is the Cartoon

• Determine whether there is no presence of humour, a single instance, or multiple applications.

Nouns

• A noun represents a person, thing, concept, or place.

The Six Types of Nouns:

• Common Nouns
• Proper Nouns
• Abstract & Concrete Nouns
• Countable & Uncountable nouns
• Collective Nouns
• Possessive Nouns

Pronouns

• A pronoun replaces a noun in a sentence to avoid clumsy repetition.

Examples of Personal Pronouns

• I, you, he, she, we, they, him, her, he, she, us, and them.

Some Examples of Subject Pronouns

• I, you, we, he, she, it, they, and one.

Verbs

• Verbs are words that show actions or behavior, motions, doing, or states of being.
• Sentences must contain a verb.

Adjectives

• Adjectives qualify nouns by defining, describing, illustrating, or giving more information.
• Adjectives can be expressed in varying degrees of intensity.
• Writing using imagery means describing to make the reader imagine.

Adverbs

• An adverb modifies a verb, providing more information about it.
• Adverbs often end in "-ly", though some look like their adjective forms.

Prepositions

• A preposition links nouns, pronouns, or phrases to other words in a sentence.
• They connect people, objects, time, and locations within a sentence.

Conjunctions

• A conjunction connects words, phrases, clauses, or sentences.
• Coordinating and subordinating conjunctions.

Interjections

• An interjection is a word or phrase used in a short exclamation.
• Examples include: Ouch! Oh my! Wow! Yikes!
• Interjections often end in an exclamation point (!).
• Interjections are not considered complete sentences.

Articles

• Articles define a noun as specific or unspecific.
• The three articles are:
• Definite: The
• Indefinite: A/An

Sentence Types

• Different types of sentences are used to convey various purposes.

Declarative

• A declarative sentence is a statement that provides information or expresses facts, thoughts, opinions, and beliefs.
• It ends with a full stop and clarifies information.

Interrogative

• An interrogative sentence asks a question.
• It always concludes with a question mark (?).

Exclamatory

• An exclamatory sentence expresses strong emotions, such as anger, love, sadness, joy, or surprise.
• It is easily identified by an exclamation point (!).
• They are generally avoided in essays.

Imperative

• An imperative sentence is a command.
• It expresses an order, request, command, or suggestion.
• The subject is always the implied second person ("you").

Clauses

• A clause is a group of words that forms part of a sentence.

Independent Clauses

• An independent clause can stand alone as a complete sentence.
• It makes sense on its own.

Dependent Clauses

• A dependent clause cannot stand alone as a complete sentence.
• Dependent clauses rely on independent clauses to clearly express ideas.
• A comma is needed when the dependent clause comes first

What Is Active Voice?

• In active voice, the subject performs the action of the verb.

What is Passive Voice?

• In passive voice, the subject receives the action of the verb.

Identify Voice

• To identify voice, you need to be able to identify the order of the sentence.

Active Voice

• Subject + Verb + Object

Passive Voice

• Object + Form of "to be" + Past Participle + (by Subject)

Steps to Change Voice

• Step 1: Identify the subject, object and verb.
• Step 2: Identify the tense
• Step 3: Switch the subject and the object.
• Step 4: Change the verb to a past participle and add the correct tense time word.
• Step 5: Add any additional words to keep the meaning of the sentence.

Direct Speech

• Direct speech is quoted with the exact words, as if the speaker is currently talking, and is enclosed in inverted commas.

Indirect Speech

• Indirect speech reports what someone said without using their exact words and does not require quotation marks or mentioning the speaker.

Changing Speech

• When reporting speech, it's essential to follow rules for tense, pronoun, and reporting verb adjustments.

Tense Changes

• When changing direct speech to indirect speech, you need to change the tense of the verbs to communicate when it was said.

Pronoun Changes

• When changing direct speech to indirect speech, you also need to change the pronouns to reflect the subject of the reporting.

Reporting Verbs

• Reporting verbs such as "said," "told," "asked," etc are used when changing direct speech to indirect speech.

Descriptive Essays

• Descriptive essays describe someone or something.
• It can often end up becoming a narrative essay

A Narrative Essay

• An essay that narrates a story.

A Descriptive Essay

• An essay that describes something.

Descriptive Writing

• Use describing words, figures of speech, and sensory details.
• Describing words are adjectives and adverbs.

Figures of Speech

• Use imagery so that the reader can imagine the thing being described.
• Common figures of speech: metaphor, simile, personification

Create a strong description through the senses

• Sight, smell, sound, taste and touch.

Descriptive Essay - Introduction

• Describe what or who you are describing as well as introduce the subject to the reader
• The main impression or feeling about the subject should be included.
• Only one paragraph.

Descriptive Essay - Body

• Describe in detail.
• Each paragraph should focus on a specific description of the subject, using a topic sentence and transition words.
• Describe the subject in detail using descriptive writing techniques, imagery, figurative language, and sensory details.
• Keep each new idea in its paragraph.
• Normally are 2 or 3 paragraphs.

Descriptive Essay - Desription

• Finish off your subject.
• Conclude with your description and impression, with a well written, short paragraph.
• Emphasize the main impression of the subject as stated in the introduction.
• Do not include any other new information or subject matter.