Overview
This lesson covers how to analyze advertisements in English exams, focusing on techniques, target audience, and how to give detailed, substantiated answers to exam questions.
Key Concepts in Advertisement Analysis
- Study all elements of an advert: font, images, slogans, and messages, no matter how small.
- Bold or capitalized words with exclamation marks grab attention and emphasize specific key messages.
- Always explain exactly what is being emphasized, not just that something is emphasized.
- Differentiate clearly between a brand (e.g., Nike) and a product (e.g., Nike Air Force sneakers).
Interpreting Advertisements
- Analyze language for persuasive devices and emotive words (e.g., "the Smart Way", "wholesome goodness").
- Identify metaphors, such as comparing product portability to a feather’s lightness.
- Consider technical features like the longevity of the brand (“Loved since 1920”) as a sign of trust and quality.
Determining Target Audience
- Infer the target audience by studying phrases like “energy on the go,” indicating busy people needing quick, portable nutrition.
- Don’t make assumptions—base answers on evidence from the advert’s message.
Answering Exam Questions
- For headline analysis, discuss both technical features (bold, capital letters) and the implied meaning (energy while moving).
- For longevity statements, note that it highlights a reputable, trusted, high-quality brand.
- For phrases like “light and portable,” use synonyms and explain their implication (easy to carry, small in size).
- Identify ingredients by referencing those clearly listed (e.g., oats, nuts, berries, yogurt, chocolate, protein).
- In open-ended questions, fully substantiate your view by linking visual elements (e.g., tiger = energetic) to the advert’s message.
Exam Strategies
- Always link each detail back to what is being advertised and who the target audience is.
- In higher-order or opinion questions, use multiple points from the advert as evidence.
- Avoid repetition in answers; ensure each point is distinct and directly relevant.
Key Terms & Definitions
- Persuasive language — Words used to influence or convince the reader.
- Emotive language — Words that evoke strong emotions.
- Metaphor — Comparing two things for effect (e.g., light as a feather).
- Brand — The company or line (e.g., Jungle).
- Product — The specific item being sold (e.g., Jungle Oats Energy Bar).
- Target audience — The specific group the advert aims to persuade.
- Headline — The main bolded statement in an advert.
- Body copy — The main message or text of the advert.
Action Items / Next Steps
- Review visual literacy concepts and advertisement techniques.
- Practice analyzing adverts by identifying persuasive language and inferring target audiences.
- Prepare for open-ended exam questions with substantiated, detailed responses.