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English - Media & Non-Fiction Texts - Analysing Advertisements

In your English GCSE exam you may be given an advertisement to write about.

The object of advertising is to persuade a reader to do a particular thing, by influencing what they think about it.

The audience can vary depending on the particular advert:

Product advertising

Service advertising

Holidays

Travel

Charities

Political

Medical/health

Film/tv

Purpose and features of advertisements:

Appeal/target audience - All adverts are designed to appeal to some aspect of the target audience , for example:

conscience

wealth

fashion

status

security

ambition

leisure interest

What makes an advert effective?

 Appeal: All adverts are designed to appeal to something within us.

Headlines or Slogans: Key words that catch our eye and draw attention to the advert. They need to be eye-catching and persuasive.

Language: Some adverts rely on photos or pictures alone, others rely solely on a catchy slogan or headline. Many use text, as well in order to create their effects, using language as effectively as possible.

Layout and Language:

There are many adverts for various products in newspapers and magazines.

When analysing them, there are four basic things you should consider:

Picture/Layout: look carefully at the way in which the pictures and the words are arranged.

Slogan/Catchwords: these are often in large print and immediately obvious.

Blurb: the more detailed text, describing the product, giving information about it etc. (Sometimes in small print).

Effect: the overall effect produced by the advertisement.

Word Document

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