Lesson One

Lo : To identify the key features of an

advertisement.

What is an advert? Where might you have seen advertisements? What is their purpose? How do they do this? Can you think of an example?Have they ever been successfully tempted by one?

I have a range of adverts for you to look at. Decide which ones you like and which ones you don’t.

Think about why!

With an adult, watch these adverts from YouTube then look at the images. https://www.youtube.com/watch?v=zkXZGJdyJzs

Advertising

Many of the products we buy and use every day are made by companies. Our clothes, food, technology, books, games and toys are often made by large companies.

These companies want us to buy and use their products. However, they need to spread the word about their product. These companies pay for media to communicate theirmessage and promote theirproduct. The main aim of themedia is to persuade us tobuy or use a product.This is called advertising.

What Is the Point of Advertising?

Advertising is always trying to do one of four things:

Tell us something we need to know;

Persuade us to buy a product;

Persuade us to change our behaviour;

Present a point of view.

Purpose of Advertising

The purpose of an advert is to sell to people. Adverts are often aimed at a particular type of consumer. Companies may create media advertising aimed at adults, children, younger people, older people or families.

Advertising sends a positive message about the product or service.Adverts are made to appeal to the consumer’s personality.

Advertising Techniques

People who make advertising use lots of techniques to influence our emotions and try to persuade us to use or buy a product.These include:

• Using colours that attract our attention, like red or yellow;

• Displaying logos and brand names;

• Associating popular characters or animals with their product;

• Catchy jingles and slogans;

• Including celebrities in advertisements;

• Special offers, like buy one get one free,

50% extra free, or money off.

A slogan is a catchy phrase used toencourage people to buy or use your product.

Your task is to watch TV! Or find a magazine!

• I would like you to watch an advert or read one that you have seen in a magazine or online (if possible make it a food advert!).

• Once you have looked at it, I would like you to think about the features of adverts :

• Positive Message

• Slogan

• Appealing Language

• Bright colours or images

Lesson TwoBefore we start, take a look

through the following slides to remind yourself of what adverts are and how they persuade us to

buy things!

Its purpose is to sell to

people.

It makes it appeal to the

reader’s personality.

It sends a positive

message about the product

or service.

How does persuasive writing help to sell a product or service?

It helps to aim the advert at

a particular type of

customer.

What types of things should an

advert make the reader believe

that they will be, if they use the

product?

Happier

Cool

Successful

Fashionable

Less stressed

Healthier

More comfortable

Unique and special

More intelligent

Better looking

Appealing Language

Healthier

Here are a few examples of some terms used in adverts:

Can you think of more?

Free Exclusive

New Improved Number One! Special Offer

You’ll be happy if you buy this

product.

You will miss out in life without it.

All the cool people are buying it –

you will be too.

You won’t find a better product.

This product will change your life.

What types of things do adverts promise you?

To solve all your problems.

Use positive comments made by

other customers.

They use alliteration, rhyme and

word play to come up with catchy

slogans.

They use humour to make you like

them.

They ask questions to hook you in.

How do adverts catch your attention and stick in your memory?

They focus on a sense e.g. taste or

yours and cater to it.

• Focus on the positive

• Use bright colours and images to

catch your attention

• Use a mix of facts and persuasive

and exaggerated language.

Use catchy slogans and sayings

Lo : How advertisements use information and descriptive language to persuade buyers.

• https://www.youtube.com/watch?v=fEUwBMThY1w

• Starter – watch the video we will use for writing this week.

• Once you have watched the video, I would like you to summarise the story, top marks for use of conjunctions, adverbial phrases and prepositional phrases within their explanations.

• And, then, next, so, because, or

• After dinner, during lunchtime

• On top of the cupboard, under the chair

Think about the film…

• Where is it set and how do they know?

• Who are the characters and what are their occupations?

• What are they trying to sell?

• What tactics do the sellers use to advertise and sell their products?

• Whose advertising is the most successful and why?

• Compare the two salesmen- how do their appearances differ? Why does the customer suddenly become more attracted to the goods on sale from the new seller?

Mr BotteCan you think of some words to describe his shop? Do you think it is old or new? Why?

Play the clip to 0:56 seconds • How would Mr Botte persuade the

customer by telling them appealing facts about the products?

• How would he need to describe the shoes? What would make them stand out?

• Explain that all products for sale have a product description which provides the prospective buyer with the information they need to decide whether or not to buy it.

How can we make the writing sound more appealing?

• The information provided about the product must legally be true- sellers are not allowed to use false information-but how might they ‘bend the truth’ to make items sound more appealing?

• Look at the red pair of pumps on the left hand side of the image at 0:56. They are rather plain and dull, however by using clever description we can make them much more appealing (E.g. handmade/ genuine, soft, leather/ perfect fit)

Writing Task – In one try, write what object you are selling. Then think about the way you have

described them, and how to make the language better below it.

• Look at my first try.

• I have used language which could be about anything. I need to think about shoes, which words would make me want to buy them?

• What would make this shoe better than another?

• I can change the adjectives and noun phrases to sound better.

• Write about 10 things you have at home and ‘sell’ them to sound better!

Try one :Little, soft red pumps.

Improved :Dainty, scarlet-red

leather, ballet pumps.

Lesson ThreeLo : To use emotive language as a

feature of persuasive writing.

Yesterday we were thinking about how language can make out reactions to adverts stronger. This is called emotive language as it pulls on our emotions, making us want to buy things or persuading us to do something.

How does this image make you feel?

How does this image make you feel?

How does this image make you feel?

Why do they do this?

• Adverts use emotive images and language to hook in a reader (or audience), then convince them to hand over money for the product by making them feel strongly about it.

• Watch the clip from 0:50, pausing at 1:45. How does the female customer feel when she first sees Mr Botte’s shoes, then the new shoemaker’s products? Do her emotions change?

• Why do you think the shoe’s personalities affect the children’s feelings towards them?

• Can you write down any words which you have thought about? These could be words of emotion or words of description.

Think Task!

Writing Task – How can we sell the shoes?

Words of description• Small, minute, tiny.

Words of emotion• Longing, desire, need.

Think a little more

• Next, play the clip from 2:52, pausing at 3:23. How does the writer make us feel sorry for Mr Botte? Can the children explain his use of facial expression and body language to show the defeat he feels?

• At this point, do you feel as though you would like to help Mr Botte? This shows you have had your emotions touched by the advert!

• Play the Dog’s Trust campaign advertisement on https://www.youtube.com/watch?v=gSjNYbWd-Fg. At the end of the clip ask note down into your grid from the first task, how the advertisement uses emotive language to persuade viewers to donate. Do you think this is effective?

Think Task!

Task - write sentences for each shoe using emotive language that would appeal to a reader. For an extension, write a short paragraph explaining which product they would buy and why.

Task - write sentences using emotive language that could be used in an advertisement for the golden shoes which he gives to the other shoemaker.

Lesson FourLo : To describe how advertisers use logos and wordplay within slogans to persuade

customers.

• We know how adverts can appeal to our emotions in the advert, but how do they make the seller memorable? They do this by connecting an image (logo) or a slogan (phrase) to the object being sold. You will have seen these hundreds of times, but maybe not been aware that they are a type of advert!

I am going to show you some logos and slogans. These are used by brands to sell objects / food they have made. They are useful as they are instantly recognised. How many do you know?

Have a break, have a…..

Have a break, have a…..

Just Do It

Just do it

I’m Lovin’ It

I’m Lovin’ It

Part Two! Now can you remember the slogan for the logo?!

Every little helps…

Exceedingly Good Cakes

Does exactly what it says on the tin

Once you pop you can’t stop

So what are slogans?

• Slogans are the, often catchy, words used by the companies to help customers identify the brand.

• What do these phrases usually suggest (quality, happiness, a pleasant experience) Do you see the link to our emotive language lesson?

• Look at the KitKat object and the slogan, Have a Break, Have a KitKat.

• What does the wafer actually do (break when you snap it) and how have the advertisers used this to create a slogan?

• What does the word ‘break’ within the slogan suggest (relax)? Can they identify the wordplay.

• Can you think of another brand who have done this?

You are going to write a slogan for Mr Botte’s shop!

• Sometimes slogans use a pun (a joke about the object to attract a buyer…)

• Peter Piper’s pickled peppers: The fieriest snack you can find.

• Can you see that bull sleeping in the field over there? It’s a bull-dozer…

• I would like you to design a logo and a slogan for Mr Botte and the new shoemaker’s shops. Think about what you know about the people, the objects they sell and how to encourage people to buy from them!

Lesson FiveLo : How advertisements use persuasive language to hook

in buyers by making it personal (rhetorical questions).

Who inspires you? Talk to someone at home about celebrities they admire and why. Why might businesses use celebrities in the public eye on their

advertising? This is called endorsement. Can you think of any examples?

Today we are going to look at another method of persuading someone to buy a product. Have you ever heard these questions? What do they make you think?

•Have you always wanted?

•Did you know?

•Do you wish that?

•Are you bored with?

•Why don’t you try?

Rhetorical Questions• Rhetorical questions are questions which make the audience think.

They don’t need an answer! E.g. Do you wish you had an unlimited supply of chocolate?

• In adverts they are used to make a personal connection to the audience. Remember adverts are designed to make a buyer think they want to pay for the object!

• Can you make a list of words which could be used to open a rhetorical question (how/ do/ why etc).

Why don’t you try something new?

Are you bored of the same old thing?

Look at this object, what kind of people might want to buy it? What might they hope to achieve from buying it? Have a few minutes to have a go at writing a rhetorical question that could be used in advertising the product.Are you sick and tired of scrubbing your bathroom clean?Would you like to make cleaning easier?

Task!Write rhetorical questions which could be used to advertise each product.

For an extension, try to write rhetorical questions for each of the pairs of shoes Mr Botte has for sale in his shop.

Final Task!• Choose an item within the room you are in and verbally advertise it to the

children using exaggeration as persuasive language (E.g. ‘The finest wool has been used to make this jumper’, ‘The purest water is bottled from this tap’, ‘The most kind and caring children are produced here, at this school.’

• The words in red are called superlatives, and they are used to exaggerate the meaning or message.

• Have a go with something you have at home.

• Next week I will ask you to complete a writing task using all of these skills from this writing week.