welcome back grade 12s to our English first additional language Preparatory examination division with Miss lituti we are going to look into analysis of an advertisement again and um I'm going to just to make you reference to what I discussed in a previous segment of our revision series you have to remember all the advertisement Concepts such as the use of font sizes when words are bolded with exclamation mark or with a bolded with in capital letters is to grab the reader's attention and to emphasize the message however when you are in grade 12 please learn to fully expantiate your responses don't just say to emphasize please tell us what is that that is being emphasized by uh expantiating or explaining in full for example if I say buy this you will feel good and then the word feel good about it with exclamation a Mark or rather let me just say that just hold it in in a darker shade and capital letters I would say that the purpose in advertisement one is to grab the reader's attention is to emphasize that by having or buying the product or consuming the product one one will be in a state of Joy where they um they feel good so please learn to fully substantiate your responses go all or all out in responses especially in higher order questions or other questions that are seeking for um Clarity or that are seeking you uh to demonstrate your ability to explain especially where sometimes they will even say examiners will even say explain in your own words and then also please do not forget to differentiate between a product and a brand for example Nike Nike is a brand but Nike sneakers Air Force will be your your product now um I advise that you must learn to study each and every detail in an advertisement no matter how small the detail might be now let us look into this advertisement what I have said in the previous lesson is that when you study an advert you study everything that's that is included in an advert and then you also check what is that the advertiser has used because advertisers will use various um techniques to grab the readers or the relevant target market um attention and the issue of a target market is so important you can only be in a position to um outline the correct target audience if you have interpreted the cartoon or if not the advertisement I'm sorry thoroughly so don't rush to the questions do justice to the interpretation part so that when you get to the question you realize that already you have the correct answers now it says the goodness of jungle and I see a picture of a tiger jungle it says um loved since 1920. loved since 1920 then I will go back to this one energy on the go this is about it it's bolded and then on the go here the E has an arrow it has an error to indicate that on the go and then I see also a picture of a feather you see what I do I analyze everything no matter how small the detail might be and then next to that the message says light and portable next to a feather and then we continue I also see let us do this perfect I also see three bus of jungle oats energy bar it has berries flavors peanut butter yogurt and then nuts these are the three flavors and then now we look into the message the message is important different flavors to choose from including yogurt dipped and chocolate dipped your ideal on the go energy snack so here is an energy snack on the go energy bar to full to full up your body the Smart Way using the wholesome goodness of Oats nuts berries and added what added protein now this is there the message I said when you are in grade 12 it is expected of your good self to be in a position to identify the kind of language that is used in a in an advertisement and I said we have what you call a person language used to persuade the reader and then we also have an emotive language a language that evokes emotion on the go energy bar to full it means to fill you up your body with what and then they say what the Smart Way obviously this is persuasive language anything that does is not emotive is how persuasive because it also says what not only in any other way but how the Smart Way using the wholesome goodness and then wholesome again goodness and these are positive words that are used and persuasive words that are used um to solve this energy bar that has what uh oats nuts berries and added what protein and then the slogans are you ideal on the go energy what energy snack you look again and then you check for more details if there are more details so we don't have any other detail let us go back to the advertisement again and then we highlight the most important components that we have learned first and foremost I said I'm going to come back to this one okay let me use a different color thank you it says the goodness of what jungle jungle loved since 1920 you can see how long the print has been here so when you get information of this nature that stayed at the longevity of a print the main purpose of including that remember overall the purpose of an advert is to grab your attention is to ensure that you it lures in the correct if not the targeted audience to go and buy because marriage advertisements are used for sales purposes so what you study as an English learner is to study the techniques in as far as language is used to convince the targeted audience now when you include statements such as the brand has been there for such you can just imagine 1920 up until 2023 how long the print has been there so the longevity what does it do is to further convince the reader because it shows that this is a trusted brand it's a trusted brand because it has been there for a long time and it also shows that it is how reputable it is also how uh if you don't want to say it is trusted it is reputable one can also say that it is to show that um the brand has got a good reputation hence the word is reputable the brain is trust is trusted the brain is of good quality because it could have never survived to such a number of years without it being of good quality so this this can also be one of the major techniques that are used by advertisers to include the long the longevity of the print right and I've also notated that there's a feather and then what I've said is that whenever you read the message go back to the advertisement itself and you have to link or show the correlation between the pictures that is being used as well as the message now next to a feather it says that it is a light and how portable and then this is also somehow no no no somehow pardon me this is this is a metaphor because the lightness and the portability of the chocolate is compared to that of a of a feather and we know that a feather can easily be can float on the air because it's how it is light and portable so can you see what I have done I've tried to show their marriage between the two and why the picture of him of a feather and then also what I have noted earlier on we have both noted is to um analyze the message accordingly as well and then in the message we say to different flavors different flavors to choose from including yogurt dipped and chocolate dipped and then in the message The Advertiser has used persuasive language to emphasize that one can have this chocolate on the go so it means that even if we are in a hurry you can just grab it and have a a jungle oat energy bag and then not only that is it portable and then you can have it on the go whilst in motion but also it fills up you know you think of petrol with the word fuel Falls up you think of petrol so it means that it charges or it charges your body with what with the smart way and the smart way it means the unique way no other product can do it like uh the jungle oats energy by that and then also using the wholesome goodness when you say wholesome goodness it alludes that the ingredients are of good quality and are also healthy that that is what it implies by wholesome goodness so you do all of that after thoroughly unpacking this one ask yourself what is being advertising you can't say jungle oats if you say jungle oats I'll make it wrong because you need to be more specific the advertisement is more specific it says what jungle owes energy bar two from the message now deduce the correct target audience to say once you have unpacked the message you have identified the kind of language that is used in in the message you are then in a position to note what is being advertised and then to also think possibly who will be the target audience and then if you did not do justice to this advertisement you'll assume that this is a chocolate then automatically they so for people who love sweet things which will be wrong because it does not that response does not suit the context of the advertisement itself so you need to look at the message and I've said from the message it's so easy to pick up on the go energy bar on the go the the phrase or the sentence that gives us a clear indication of who is the target market is what on the go so possibly people who are busy people who are leading a busy lifestyle and would like and do not have time to cook breakfast or have a proper breakfast they can have jungle old energy bar on on the go now let us go to the questions and because we have done Justice to the analysis part it becomes so effortless you realize that from what we have just um outlined in S5 as the techniques are consent of the advertised data Advertiser used rather we are able to know the correct target audience because they said energy on the go we agree they said people who are leading a busy lifestyle to say that people who are so the correct answer is that people who uh leading or leading a busy lifestyle a sorry I forgot the article a here ABC lifestyle and do not have time for what for breakfast and also look at the Mac allocation graders so it means that there are products that prompt you to really go into details and that's why as the target market is concerned others are simpler to use gender to say okay the product is suitable for mothers the product may be suitable for teenagers but for product of this nature just go to the message from the message you should be in a position to deduce the correct target audience so there therefore it means that people who are leading a busy lifestyle and do not have time to do what um breakfast uh people who need energy on the go people who need uh to eat breakfast but also the business must be there because it says energy on the Google it means movement or motion right now 3.2 how does the headline energy undergo capture the reader's attention again it says question interpretation please please question interpretation state two points and then how many marks two so when it says state two points avoid also repetition you can't say um it's it's it's bolded to grip the reader's attention and again you still speak about that attention in the second sect so please let us avoid a repetition or say one energy on the go to capture the reader's attention and then now I love how this question was uh asked in this it says how does the headline energy on the gold capture the reader's attention one the headline is supported oh the headline is bolded with uh capital letters okay that's a mark on its own the second Mark I want us to go back to and advert quickly the second Mark is that from the one that says energy on the go now because you have spoken about the technical features of the headline that means you need to go to the message itself what does the message imply that is where you get your second fact any extra fact the message here used a pan Which is a play on word to assume that one can have energy whilst moving okay once can have a breakfast any energy I'm sorry energy was in motion because this is energy on the go and area on we also noted that the e in energy on the go in the headline is also has errors to further alluded to the concept of Automotion energy on the go so the first part it dealt with the technical aspect which is the appearance of the headline and then the second one now for you to get to Max cm it's actually to now go to the message and to infer meaning from what is that the message implies so I mean sorry not the message the headline implies so you get the first for mentioning that um for to grab the reader's attention one the words are bolted with capital letters two uh the headline also uses a pan Which is a play on Word by implying that one can still have or grab energy uh whilst in motion or whilst moving or whilst working because it says energy on there on the go so you see questions of this nature and maybe a bit tricky what therefore you need to do is that just remind yourself that when we speak of bothness and capital letters of words is not only to grab the reader's attention but also to emphasize and I'm going to repeat don't just say to emphasize then you end there you are in grade 12 please expantiate what is that is being emphasized for an example here it is emphasized that one can have energy whilst in motion so you still have the same sentence but you unpack the meaning that it is implied by the statement that is how you fully answer questions based on advertisement now in question 3.3 why has the words left since 1920 included in the advertisement already from the analysis we can just deduce the answers I said the longevity of the brain it is there to show or indicate that the brain is trusted the brand is reputable because it has been there for a longer period so this is also a technique that can be used or is used by just meant to grab the reader's attention to show that Brent has been there it is reputable and trusted by many or loved by many so one of those can qualify you uh you to get a effect here how at the water light and portable internet to influence the reader please question interpretation how again you look at the features of light and portable next to effort to a feather what we need to know is the what do the words imply this is what you call inference meaning what do they imply if something is light what does that mean if something is portable what does that mean it automatically means that the chocolate bar is easy and a small in size to be carried around easily so instead of saying light and portable in my answer remember I spoke about synonym whenever you are asked the questions that um are centered around inference where you need now to explain into details what the statement means also not to deviate from the central idea stated here you just come up with synonym if something is lead what does that mean it means that it's it's easy it's lightweighted and can be easily carried around so that's how you get your your one Mark and then refer to the body copy name two ingredients that are you stay in the advertisement it says you refer to the body copy body copy is an enlarged um aspect of an advert and then there are a number of inclusions such as oats nuts berries protein yogurt and chocolate so you can just choose from that one I don't think this one is a Troublesome question because you just need to take the ingredients as they are stated in an advertisement and I'm going to repeat 3.6 open-ended question very important in your view is a visual of a tiger effective in conveying the message of the advertisement and then always the operative word of this question will be substantiate your your answer please grade 12's let us learn to do justice to this question now let us go back to the advertisement message it says energy on the go and then we have a picture of a tiger the last question is that is the picture relevant please let us learn to fully substantiate our responses please what are the qualities of a tiger a tiger is a first if not a Swift and energetic animal therefore right the image correlates correlates with the message with the message of the advert that states energy on the go firstly I've tried to show the relationship between the two there are so many ways however that we can phrase our responses to this question we can have multiple responses to this question what is important is that we need an answer that is a fully substantiated I I said in the previous um adverted that our learners for feedbacks are necessarily when I when they get to open-ended questions based on advertisement and you cannot really fail this question because all the answers that you need actually you are looking at the answer what we therefore need is just for you to interpret the image and what what is that about the image that perfectly fits and helps to drive the message home we know this is a tiger the many the message says energy on the go so a tiger is the first to Swift an energetic animal the image correlates with the message of the of the or the headline and the message of the advertisement that states that energy and go meaning that it provides one with energy the same way as a tiger is how energetic so it's a well-rounded response please learn to go all out in no responses and yes I is um a open-ended questions are concerned fully subject sheet so in essence if I to run off this uh lesson I would say for as long as you understand the advertisement concept to say when you look at an advert before don't rush to the questions ask yourself what are the techniques that the advertiser has used here to convince me to uh to to buy or use the advertiser product or service you look at the font sizes you look at the picture you thoroughly study the message of the advertisement because from the message it becomes effortless and easier to deduce the correct targeting audience you look at the small features like here we have stated earlier on like including the longevity of the brand is to emphasize or to show that the brand is reputable the brand is trusted and then um this is also one of the important techniques that is uh used and it also to show that it at the world that the brand is has a good track record the the the brand also it is reputable and it has a long track record such uh ideas of that nature fully supports this so no matter how small the detail may be you study everything and then afterwards you ask yourself one question what is being advertised and who is the possible target audience when you get to the last question it's either the ad The Examiner will look into your opinion in S5 as I did The Advertiser succeed in convincing you to buy the advertised product I would say it's easier to say yes so that you can use sex or if not tips then or if not the techniques already in the advertisement and for fully uh for substantiated responses you don't talk about one thing for example if I were to ask you or change the last question to say did The Advertiser convince you to buy the advertised um a jungle energy bar you can talk about the headline it says energy on the go which shows that one can have energy whilst working or in movement and also the advertiser has included the fact that the brand has been there for 1920 meaning that it is a reputable interesting can you see how you you get the two marks you spoke about the headline you also spoke about um and the fact that it's it's just been there since 1920 so you've got two facts automatically you qualify for two marks you can even talk about yes the advertiser included the picture of the feather to show that the product can it's light and portable meaning that it can be easily carried Around The Advertiser also included the fact that it is made of a wholesome goodness such as oats you see what I've done I've spoken again about two facts so when you get to a question of a higher or the last question please ensure that it is a fully substantiated I hope the lesson was fruitful and you will nail um a visual literacy on Monday good luck