TOPIC: ADVERTISEMENTSNOTES:

1. Target MarketThis is the group of people that an advertisement is trying to reach.

It may be divided into age, gender, social status and activities.

Advertisers use the fact that buyers classify themselves in order to create adverts to appeal to

those classified groups.

E.g.: teens, computer geeks, stay-at-home mothers, jetsetters, corporates, etc.

2. AttentionIt is vital that the advertiser grabs the attention of the consumer.

Attention can be attracted by:

An eye-catching image

Clever use of language

Attractive layout

Posing a question

Font (type of lettering)

Catchy headlines

3. InterestOnce the consumer’s attention has been attracted, the advert must sustain his/her interest.

Then the consumer must feel compelled to read on.

There are two ways of doing this:

• Visual TechniquesCartoons

Graphs

Colourful, attractive photographs

Outline diagrams

Statistics

Unusual layouts

• Linguistic TechniquesPunchy headlines / captions

Rhetorical questions

Puns, Alliteration

Slogans, Clichés

Repetition, Exaggeration

Unusual trade names

Emotive language

Opinions stated as facts

Jingles, catchy songs

Jargon

4. DesireAdvertisers also appeal to basic human desires or needs and hint that desires/needs will be

met if their product is purchased.

5. ActionNot only must advertisers get the attention of the consumer but they also need to ensure that

the consumer acts in response to the advert.

Gimmicks used …• Buy one get one free’

• Limited stocks

• Limited term offers

• Money back guarantees

• Easy payment plans

• Discounts

• Free gifts

• ‘Bargain of the century’

• Clearance sales

• Reduced prices

• Order immediately and

….

Informal Language• Everyday speech

• Vocab less sophisticated

• Simple sentences

• Informal grammar

• Colloquialisms & slang

Emotive Language• Appeals to emotions rather than to intellect

• It is persuasive

• Advertisers make use of fact & opinion, propaganda, sensationalism and

bias.

Informative Language• Informs viewer of the product / service

• Language that aids the selling of the product

• Jargon

6. The copy (the writing): Look at any writing on the advertisement. What sort of

language is it using? How informative/persuasive is the text? What are the

key words? What is the slogan?

7. The graphics (the pictures): What is happening in the illustration? How does

the design affect the message?

8. The Logo:

Picture / graphic used as an identifying symbol

Acts as signature for a brand

9. Slogan: Short, memorable phrase that is immediately associated with a brand

10.Catch PhrasesA clever, witty phrase designed to attract the public and which does not necessarily

appear in every advert for that product

11.Clever wordingUsing alliteration, a rhetorical question; or a simile to keep the reader interested.

12.Celebrity EndorsementUsing a well-known person to sell a product.

13.Motivation (how the advert tries to persuade the target audience): How is the advert trying to sell to the target audience? Consider

• persuasive techniques (e.g. use of colour, typography [type size, type

style, font],

• use of space, graphic devices, photography [framing, lighting, focus, angle,

effects, etc.],

• beautiful people, star/personality,

• figures of speech [puns, personification, alliteration, etc.],

• expert witnesses, scientific jargon, facts and figures

• conscience [emotional blackmail, lifestyle commitments],

• advantageous promises [freebies, coupons, etc.], promises of pleasure,

gaining attention [humour, shock, surprise],

• language [brand names, key words, slogans, captions], logos, caricatures,

animals, repetition of product name, cartoon, use of children.)

14.The advertisement as a whole:

How does the advertisement make you feel? Would you buy the product being

sold to you? If so, why? If not, why not?

Activity 1

Study the following advertisement and answer the questions.

47 Caption clarified:WILDLIFE IS WAITING FOR YOU (TRAVEL)

[Source: '32 Best Funny and Creative Advertisement', <http://www.littleabout.com>]

1.1 What is the purpose of the advertisement in Text 7? (1)

1.2 Consider the caption 'WILDLIFE IS WAITING FOR YOU' before answering the questions

below:

Select the correct option by only writing down the question number and corresponding letter,

e.g. 1.2 A. The caption above is an example of

A an oxymoron

B irony

C pun

D satire (1)

1.3 Is the word ‘waiting’ used positively or negatively in this advertisement?

Explain your answer. (2)

1.4 In your opinion, is the choice of the image effective in supporting the message of the

advertisement? Discuss fully. (2)

1.5 Identify the tone of the caption in the advertisement. (1)

Answers: Reasons

1.1 To encourage travel (to South Africa) to see

wildlife/Safari Trips. The main ideas are the

travelling with the result of wildlife.

Purpose: What is the aim of the

advertisement? (1)

1.2 B/ irony

Irony: the expression of one's meaning by

using language that normally signifies the

opposite, typically for humorous or emphatic

effect. (1)

1.3 Positive if you consider that it would be an

exciting holiday.

OR

Negative if you consider that the waiting

could be the customer/tourist/ traveller being

eaten.

Emotive words are often used. In this case

the reader will have explain the connotation of

the word in context.

1 mark for positive/negative and 1 mark for

an appropriate explanation. Nothing is

awarded if the explanation is not valid. (2)

1.4 Open-ended. Accept a response which

shows knowledge and understanding of,

This is an evaluation question. Answer YES or

NO and give an appropriate reason.

The caption is ironical: The wildlife is waiting for you – so that they can eat you!

No marks are given for YES or NO.

among others:

YES- The cheetah seems to be waiting …

demonstrated by it lying and waiting

patiently, possibly indicating the joy that

might be experienced by visiting and doing a

game drive.

Explain how the image fits with the message.

Use the PEEL method:

P: POINT – cheetah is waiting.

E: EVIDENCE – he is lying patiently on a rock.

E: EXPLAIN – The cheetah is waiting for

tourists to arrive so that he can eat them.

L: LINK – The image and the message fits

together that the wildlife is waiting for tourists.

- The cheetah has been dressed with a bib –

which implies and is symbolic for eating,

thus the implication of waiting for the tourists

so they can eat them

ORNOThe message is not a true reflection of

wildlife. Wildlife will not wait for tourists so

that they can eat them. Wildlife will only

attack when they feel threatened.

People might feel too scared to travel to a

place where there is wildlife.

WARNING: Be careful when deciding to use

this option. Make sure your answers are

VALID and RELEVANT.

(2)

1.5 humorous / joking/ sarcastic / ironic Tone: a quality, feeling, or attitude expressed

by the words that someone uses in speaking

or writing.

(1)

Activity 2

Study the following advertisement and answer the questions.

The text in the advertisement reads:

Stupid might fail.

Smart doesn’t even try.

Be Stupid

Diesel

Are you stupid? Are you doing something particularly stupid right now…like starting a

band, building a tree house or creating an art installation?

Well, if so, we want you to be part of our new music video. It’s going to feature 100

creative individuals from all over the world, and will actually double up as Diesel’s

2010 clothing catalogue.

However, this unique video will not only exhibit the new collection, it will also expose

you and your creative cause by directing people to your personal website and social

networks. This is a great opportunity to demonstrate your stupidity to the world.

So, if you want the chance to get yourself out there, just watch the stupid video below

and upload a video of yourself doing something that you deem to be ‘stupid’.

Go to Diesel.com

2.1 Explain how the visual elements of the advertisement attract attention. (2)

2.2 Discuss the connotations of ‘stupid’ and ‘smart’ in the context of the advertisement. (2)

2.3 (a) Who is the target audience of this advertisement? (1)

(b) Critically discuss how the written text (on the black background) is meant to

influence the target audience.

(2)

Activity 3Study the advertisement below and answer the questions.

[Text: Every 48 seconds, a drunk driver makes another person eligible to park here].

3.1 Give a synonym for the word ‘eligible’. (1)

3.2 Why would the being able to park in this parking lot, not be shown as positive? (2)

3.3 Why is the reference to the 48 seconds important to the message of the advertisement? (2)

3.4 Explain the universal symbol that is used. (1)

3.5 Discuss critically whether the message of the advertisement is clearly shown. (2)

CartoonsCartoons are powerful teaching tools and can:

Tell a complex story in a few images Provide comment and provoke thought on events and issues in the news Give an example of vocabulary related to current trends and fads Provide easily identifiable characters to form the basis for sketches Show culture in action with the ways that men or women are behaving and are

expected to behave Comment on and illustrate a whole range of issues like racism, teenage

relationships, sexism, ageism, family relationships.

Cartoonists’ Persuasive Techniques

Symbolism Cartoonists use simple objects, or symbols, to stand for larger concepts or ideas. After you identify the symbols in a cartoon,

think about what the cartoonist means each symbol to stand for.Exaggeration Sometimes cartoonists overdo, or exaggerate, the physical

characteristics of people or things in order to make a point.When you study a cartoon, look for any characteristics that seem overdone or overblown. (Facial characteristics and clothing are some of the most commonly exaggerated characteristics.) Then, try to decide what point the cartoonist was trying to make by exaggerating them.

Labelling Cartoonists often label objects or people to make it clear exactly what they stand for.Watch out for the different labels that appear in a cartoon, and ask yourself why the cartoonist chose to label that particular person or object. Does the label make the meaning of the object clearer?

Irony Irony is the difference between the ways things are and the way things should be, or the way things are expected to be. Cartoonists often use irony to express their opinion on an issue.When you look at a cartoon, see if you can find any irony in the situation the cartoon depicts. If you can, think about what point the irony might be intended to emphasize. Does the irony help the cartoonist express his or her opinion more effectively?

Once you’ve identified the persuasive techniques that the cartoonist used, ask yourself these questions:

What issue is this cartoon about? What do you think is the cartoonist’s opinion on this issue? What other opinion can you imagine another person having on this issue? Did you find this cartoon persuasive? Why or why not? What other techniques could the cartoonist have used to make this cartoon more

persuasive?

Other techniques: Characters: Are they stereotypes or caricatures? Background & Setting: Where & when is the scene taking place? Language: Is formal /informal register used? How are the sentences structured? Punctuation: Used to portray emotions. Actions: Look at facial expressions and symbols or lines used to portray

movement/emotion. Stereotype: This is a fixed, exaggerated and preconceived description of a specific

type of person, group or nation. For example, the Italians are said to be emotional and the British cold.

Commenting on Cartoons

• All answers should be substantiated with close reference to the cartoon.• Pay careful attention to the body language of the characters and refer to visible

features.• Remember that cartoons make use of puns, satire, sarcasm and irony that need to

be explained by referring to the cartoon.

Terminology in Cartoons:

Panel The panel includes the frame as well as the elements that are part of the segment.

Thought bubble The thought bubble contains the thoughts of the character.

Speech bubble The speech bubble contains the dialogue.

Action lines These are the lines or stripes that represent the movement of the character or objects.

Sound imitation The words that illustrate sounds or noises.

Caricature A picture or description of someone that exaggerates particular characteristics to make them appear funny or silly.

Satire Using humour, irony or exaggeration to criticise a person or a group and make them appear funny or silly so that other people will see their faults.

Irony Using words that are the opposite of what is really meant, often to be humorous.

Puns Using a word or a phrase that has two meanings in an amusing way.

Body language Facial expressions and positioning of a person that provides non-verbal clues about their mood and attitude.

When analysing a cartoon, it is important to look at the following aspects:

Actions: What is happening in the cartoon? How is the action portrayed?

Characters: What emotions are communicated through facial expressions? What actions and emotions are communicated through body language? What does the body language suggest about the relationships between characters?

Language: What words have been used? How has punctuation been used to suggest emotion?

Setting: Where and when is the cartoon set? What is the particular social context?

Stereotypes / Symbols: Has the cartoonist made use of stereotypes?  Has the cartoonist used any symbols to represent something else?

Activity 1

1.1 Refer to frame 1. (a) What emotion is the mother experiencing?

(b) How does the cartoonist use visual clues to show that the mother’s feelings?

(1)

(2)

1.2 Why are the words gasp written between brackets? (1)

1.3 What is the connection between the word ‘gasp’ and ‘oh my gosh? (1)

1.4 Is it justifiable for the mother to enter, while her son is in the bathroom? Motivate your answer.

(2)

1.5 What indication is there that the boy is busy? (2)

Refer to frame 2.1.6 What does the mother’s words suggest? (1)

1.7 How has the mother’s body language changed? (1)

Refer to frame 3.1.8 Explain why the mother feels that a dermatologist is the right person to call. (2)

1.9 Explain the function of the ellipses. (1)

1.10 What word is used to express the urgency the mother is feeling? How has the cartoonist emphasized the word? (3)

Refer to frame 4. 1.11 How is suspense created? (1)

1.12 Comment critically on the way teenagers are stereotyped in the cartoon. (2)

1.13 Explain how the confusion surrounding the black mole and the olive can be possible. (3)

Refer to frame 5.

1.14 In your opinion, is the mother’s behaviour convincing? (3)

1.15 Do you think he is justified in calling his mother’s action ‘hysteria’? (3)

Answers Reasons1.1 (a) shock/surprise

(b) Eyes are wide open showing shock/ surprise. Mouth is wide open – screaming. Arms are at her side, with the palms open – indicating shock/surprise. She is leaning forward.

Look at the character’s body language: eyes, mouth, hands and body posture. Be very specific when referring to the visual clues.

1.2 This is the sound she makes, not words that are said.

Gasp (definition) : to breath in suddenly because you are surprised/ shocked in pain.

1.3 Both of the words emphasize her shocked/ surprised reaction. The two exclamation marks indicates that she is screaming it.

Oh my gosh!!: An interjection; used for showing that you are surprised.

1.4 Open-ended. Accept a response which shows knowledge and understanding of, among others:

This is an evaluation question. Answer YES or NO and give an appropriate reason(s). REMEMBER: NO marks are given for YES/NO. However the YES/NO have to correspond with the motivation.

Yes. The door was open, so anyone could come into the bathroom (there is no indication that the door was closed). As a mother she is only concerned about her son.

Study the cartoon carefully to see if there are any visual clues that can help you to motivate your answer. In this case the door to the bathroom is an indication that

ORNo. He is a teenager, who is extremely Make sure the reasons you give a valid

serious about privacy. He is half naked – he is only wearing a towel around his waist, so she might have caught him naked. There is no indication that she knocked before she came into the bathroom.

reason and refer back to the cartoon, to prove your answer.

(2)

1.5 He is brushing his teeth (his toothbrush is in his mouth) and the water is running in the basin.

Look at visual clues that will indicate movement. These might include action lines.

(2)

1.6 The mole might be an indication of a skin disease or cancer.

Suggest means you have to read between the lines. It is not said out right, it is implied. (1)

1.7 Her hands have moved to her mouth. She is still experiencing shock.

Compare the first frame and the second frame and see what are the notable changes. (1)

1.8 A dermatologist: A person who treats people with skin diseases. It seems as though her son has a skin disease. /She wants an expert to look at her son.

First explain what a dermatologist is and then link it to the reason why the mother is thinking of calling this person.

(2)

1.9 The son is taking his time / hesitating. / Suspense is created.

Rule: Ellipses can express hesitation, changes of mood, suspense, or thoughts trailing off. Writers also use ellipses to indicate a pause or wavering in an otherwise straightforward sentence.

1.10 The word ‘now’ is used to indicate urgency. The word is written in a bigger font./ It is in bold/ There is an exclamation mark after it.

Look at the textual features of the cartoon. What techniques are used to make some words stand out from the rest? (3)

1.11 He has taken the black mole from his back and is looking at it closely. The mother keeps on asking the question, what is it?

Suspense can be created in a number of ways. One way is by withholding information. In this case the origin of the back mole is withheld from the reader and the mother. (2)

1.12 Teenagers are shown as people who do not wash everywhere, because he came out of the shower/bath and he still had the olive on his back. Teenagers are shown to be messy, as he eats in bed and even sleeps with food in bed. Opinion: This is a generalisation, as not all teenagers are like the boy in the cartoon. The cartoonist has used exaggeration to create humour.

This requires you to analyse and evaluate in a balanced way. Give your opinions or point of view, with reasons.

(3)

1.13 Both the olive and the black mole is black in colour and has the same shape (it is round).

Looking closely at two or more things which have something in common in order to see

However an olive is a lot larger than a black mole, and the fact that the boy could take it from his back indicates that it cannot be mole. The confusion also started when the mother immediately assumes the worst.

how they are the same and how they are different. This is looking for an analytical response – PEEL paragraphs could be used.

(3)

1.14 Open-ended. Accept a response which shows knowledge and understanding of, among others: Yes. She realises that her son is a typical teenager and that sit would be of no use to overreact. Her body language shows this clearly as her shoulders are sagging and she is not showing any extreme emotions.

Make a judgment whether the mom’s behaviour is convincing, keeping the whole cartoon in mind. Evaluate whether it has desired effect or not and substantiate your answer.

OR No. Her behaviour is just opposite to what she has been doing the past few frames. One expects her to be angry, because he is eating in bed and not cleaning after himself. She is stressed and his bad habits is the cause of her anxiety.

(3)

1.15 Open-ended. Accept a response which shows knowledge and understanding of, among others: Yes. The mother is overreacting and is showing uncontrollable fear for the black mole. She doesn’t investigate it closer, but wants to call the specialist immediately.

First explain what is meant with the word ‘hysteria’. Hysteria means a state of uncontrollable excitement or fear. Make a judgment whether the mother’s behaviour borders on hysteria or not.

ORNo. She is only reacting like any other concerned mother would react. Her words in the last frame is a clear indication of this when she says it is part of being a mother. She is able to control her fear at the end of the cartoon. (3)

Activity 2Study the cartoon below and answer the questions.

2.1 Explain how Jon Stewart’s (the man on the left) facial expression in the cartoon helps the reader to understand his emotion. (2)

2.2 Discuss how this cartoon makes use of caricature. (2)

2.3 Do you think the cartoonist succeeds in creating humour? Substantiate your response. (3)

2.4 Comment on the cartoonist’s use of stereotyping in the cartoon. (3)

Activity 3

NOTE: In this cartoon Jeremy’s friends are visiting him. Jeremy’s dad is the man with the cellphone is his hand.

3.1 Refer to frame1.

3.1.1 What visual clue does the cartoonist use to show that Jeremy’s friend arrived in a hurry?

(1)

3.1.2 What visual technique does the cartoonist use to show that Jeremy is sulking? (1)

3.2 Refer to frame 2.

How do you know that Jeremy’s friend is trying to comfort him? (1)

3.3 Quote an informal word from the cartoon that is often used by teenagers. (1)

3.4 Refer to frame 3.

Jeremy’s dad’s behaviour van cause Jeremy to feel worse because his dad …

A is silently enjoying his new phone. B did not greet his friends.

C is aware of his mood. D Expresses how remarkable his phone is. (1)

3.5 Consider the cartoon as a whole. Explain why the statement by Jeremy’s friend can be seen as an anti-climax. (3)

3.6 Consider the cartoon as a whole. Do you think Jeremy’s behaviour can be justified? Discuss your view. (2)

THE END OF SESSION 3