1. Defining Advertisement

An Advertisement (often shortened to ad or advert) is a specific type of text (functional text) designed to promote a product, service, or event. It uses a combination of visual elements and persuasive language to reach a target audience.

2. Social Function (The “Why”)

The primary goal is to persuade the reader. However, it can be broken down into:

• To promote: Raising awareness about a brand.

• To sell: Encouraging immediate purchase.

• To inform: Giving details about features, prices, or locations.

• To differentiate: Showing why one product is better than its competitors.

3. Generic Structure (The “Skeleton”)

Most advertisements follow a specific structure so they are easy to read:

1. The Title/Headline: The “Hook.” It must be large, bold, and catchy.

2. The Body: Short sentences describing the features, benefits, and advantages.

3. The Contact/Call to Action (CTA): Instructions on what to do next (e.g., “Call us,” “Visit our website,” “Limited offer!”).

4. Visuals: Eye-catching photos, logos, or illustrations.

4. Language Features (The “How”)

Advertisements don’t use regular everyday language. They use Persuasive Language:

• Imperative Mood: Using command verbs.

  • Example: “Feel the magic,” “Taste the freshness,” “Join now.”

• Emotive Adjectives: Words that trigger feelings.

  • Example: Luxuriant, breathtaking, delicious, ultimate, affordable.

• Comparatives and Superlatives: To show superiority.

  • Example: “The best pizza in town,” “The cheaper way to travel.”

• Simple Present Tense: To state facts or general truths.

  • Example: “It cleans better than any other soap.”

• Rhyme and Alliteration: To make the ad memorable.

  • Example: “Pick a Pepper,” “The Best Brew.”

5. Detailed Example: Product vs. Event

A. Product Advertisement (The Spark Energy Drink)

B. Event Advertisement (School Fair)

6. How to Analyze an Ad (Critical Thinking)

When you see an ad, ask yourself these four questions:

1. Who is the target audience? (Children? Teenagers? Parents?)

2. What is being sold? (A product, a service, or an idea?)

3. What “Hook” is used? (Price? Quality? Celebrity endorsement?)

4. Is the information complete? (Price, location, or contact info?)

7. Writing Checklist for Students

Before you submit your advertisement project, check if you have:

• [ ] A clear, bold Headline.

• [ ] At least 3 Persuasive Adjectives.

• [ ] A clear Call to Action.

• [ ] An attractive Visual/Illustration.

• [ ] Correct Spelling and Grammar.

Student Activity: “The Pitch”

Task: Work in pairs. Pick an everyday object (a pencil, a water bottle, a chair). Create a 30-second “Radio Ad” script and a one-page “Magazine Ad” for it. You must make the object sound like the most amazing thing ever invented!

🔍 How to Analyze an Advertisement (The 4-Step Method)

To understand an ad deeply, we use the S.P.A.V. method:

1. S – Source & Target Audience

• Source: Who created this ad? (The brand/company).

• Target Audience: Who is this ad for? Kids? Parents? Athletes? Gamers?

  • Tip: Look at the colors and the people in the photos to guess the audience.

2. P – Purpose & Message

• What is the goal? Is it to sell a new product, announce a sale, or change how you think about a brand?

• The Main Message: What is the one thing they want you to remember? (e.g., “This car is the safest” or “This burger is the biggest”).

3. A – Appeals & Persuasion Techniques

Ads often use “tricks” to grab your emotions:

• Emotional Appeal: Making you feel happy, nostalgic, or even scared (like insurance ads).

• Bandwagon: Making you feel like “everyone else is using it, so you should too.”

• Expert/Celebrity Opinion: Using a doctor or a famous athlete to build trust.

• Scarcity: “Limited Edition” or “Sale ends today!” to make you hurry.

4. V – Visual & Language Elements

• Visuals: Why did they use bright red? (Red can mean hunger or excitement). Is the font bold or elegant?

• Language: Look for “Power Words” (New, Free, Proven, Magic) and Imperative verbs (Buy, Join, Discover).

📝 Analysis Example: “The Spark Energy Drink” Poster

Let’s analyze the poster I generated for you earlier!

Step 1: Source & Target

• Source: Spark Energy Co.

• Target Audience: Teenagers, students, or young professionals who feel tired and need to focus on studying or working.

Step 2: Purpose & Message

• Purpose: To introduce a new energy drink.

• Message: Spark Energy gives you an “instant” boost of power and focus without the unhealthy sugar.

Step 3: Appeals & Persuasion

• Logical Appeal: Using “0% Sugar” and “Natural Caffeine” appeals to people who want to stay healthy but need energy.

• Visual Appeal: The lightning bolts and neon colors represent “energy” and “speed.”

• Scarcity/Price Appeal: “Only $2” makes the reader feel it is a cheap and easy deal to grab right now.

Step 4: Visual & Language

• Headline: “IGNITE YOUR DAY!” (Strong imperative verb that sounds powerful).

• Visuals: The water droplets on the can make the drink look cold and refreshing (Sensory appeal).

• Layout: The product is in the center (The Hero) so your eyes go straight to it.

✍️ Student Practice: “Critical Thinking” Worksheet

Look at any ad in a magazine or on your social media feed, and answer these:

1. Who is the “Hero” of this ad? (The product/service).

2. What feeling does the ad want you to have? (Excited? Hungry? Safe?).

3. Why did they choose that specific color?

4. If you removed the picture, would the text still be persuasive?