ADVERTISING
INTRODUCTION
WHAT IS ADVERTISING?
Advertising is described as something that is trying to influence a person to “buy” a product, a service or an
idea. Something that promotes a product, usually by emotive or persuasive means. Providing information,
calling attention to, and making known something that you want to sell. Different forms of media are used
for advertising purposes.
CATEGORIES OF ADVERTISING
• Print Advertising (Found in magazines, newspapers etc.)
• Outdoor Advertising (billboards)
• Broadcast Advertising (Commercials aired on TV or radio)
• Covert Advertising (when a product is embedded in films and
media)
• Public Service Advertising
PURPOSE OF ADVERTISING
The general purpose of advertisement is to “sell” something, but what else?
AIMS OF ADVERTISING
● Increase the sales of a product or service.
● Create or maintain a brand identity.
● Communicate a change in an existing product line.
● Introduce a new product or service. Convey socially relevant messages.
THE AIDA PRINCIPLE
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Attention:
Something used to attract the reader’s attention.
E.g., photo, picture, bold typed words, white spaces, advert’s size
Interest:
Advertisements arouse interest by delivering message that are relevant to this market.
Desire:
Something used to make you desire the product.
E.g., a celebrity may appear in the ad or the ad may suggest you will benefit from the product.
Action:
Something is done to urge you to act NOW. There may be a time limit on a sale price or limited supply.
TARGET MARKET
A particular group of consumers at which a product or service is aimed.
Advertising Techniques
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Activity: Analysing an Advertisement
Refer to the Nike Advertisement and then answer the
questions that follow:
TEXT READS:
The Nike Sweet Classic High is comfortable while
still remaining in style. With great quality and a
wide variety of colour options, these sneakers are
perfect for casual use. Stay fly, stay fresh and get
yourself a pair.
1. How does the advertisement catch the reader’s attention? (1)
2. Refer to the body copy (written text). Quote two colloquial terms. (2)
3. To what target market would the advert apply? Refer to evidence in the advertisement to support
your answer. (3)
4. Explain the link between the main heading “The shoe works if you do” and the Nike slogan “Just do
it”. (2)
5. Refer to the body copy.
With reference to the use of words in the body copy, explain how the advertiser
attempts to persuade the reader to buy the product. (2)
Activity 1
Look at the following advertisements and answer the questions based on them.
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ADVERT A ADVERT B
Text
for
Advert A reads: When the lights go out, you can still
enjoy a Nando’s night in.
Text for Advert B reads: NEW DAVID BECKHAM CLASSIC BLUE
ADVERT C
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Questions on Adverts A to C
Refer to Advert A
1. What product is being advertised? Explain your answer in detail. (2)
2. To what extent is the use of language in this advert effective? Justify your response. (3)
Refer to Advert B
3. Explain why the advertiser has chosen this particular model as the focal point of this advert. (3)
Refer to Advert C
4. What demographic would this advert appeal to? Give a reason for your answer reason for your
response. (2)
ACTIVITY 2
Study the advertisement (Text D) below and answer the questions that follow
TEXT D
[Source: [Link]]
2.1. What product is being advertised? (1)
2.2. Who is the target market for this product? Explain your answer. (3)
2.3. In your own words, explain what this product claims to do. (2)
2.4. Critically discuss the effectiveness of the text and the illustration/s in this advertisement. (4)
[10]
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