Starter Previously, we have looked at different

advertising techniques. Complete the sheet, identifying

ADVERTISING TECHNIQUES: HUMOUR SHOCK EMOTION DEMONSTRATION COMPARATIVE CELEBRITY PRESENTERS OR ENDORSEMENT ENIGMA ADVERTISING

Aim To broaden understanding of

advertising through the use of its language

Language Tools in Advertising

Slogan Slogans are designed to be

memorable or to hold your attention.

They appear near the brand nameand stand out from the rest of the body of text.

Language Tools in Advertising

Slogan Examples –

Every Little Helps Top Dog for Music I’m Lovin’ it Because You’re Worth It The Best A Man Can Get Just Do It

Image 1

Image 1

This slogan is targeting people who are in work and have an afternoon tea break. It has connotations of afternoon tea – an English tradition.

Image 2

Image 2

This slogan implies that chocolate is something that can be eaten in bed. It has connotations of chocolate as a guilty pleasure once again.

Language Tools in AdvertisingLanguage Techniques –

Broken RulesMis-spelled words, incomplete sentences, grammatical errors

Repetition of SoundThe use of rhyme, alliteration (similar sounding consonants) or assonance (similar vowels)

Word PlayObvious joke, puns, double meanings or well-known sayings, songs or quotations

Verbal Images Strong visual suggestions that widen the range of associations

Task 1Stick the technique hand out and 2 images in your exercise books then write down - a slogan you think each product may use to attract their target audience what selling technique may each use? what language technique(s) you

think could be used to sell the product?

Image 3Provide a slogan for this coffee advert.

Try to create a link between the image and the slogan.

How about ......

Pure –Unmixed, clear, unadulterated, thoroughbred; genuine, natural. Sterling, undisguised; clean, refined, immaculate, spotless, unsoiled, disinfected, hygienic, sterile; salubrious, healthy, wholesome, fresh; innocent, incorrupt, undefiled, sinless.

’THE ESSENCE OF COLOMBIA AT ITS PUREST’

Essence – Nature, hypostasis, substance: prime constituent; principle, quintessence, stuff: life, lifeblood, sap: heart, soul, backbone, marrow, pith; core, kernel; gist, nub; extract; goodness, virtue

Aromatic –Fragrant, scented, perfumed, balmy, ambrosial, spicy, fruityOther useful coffee

language – richness, taste, soothing, delicate, lush…