The Aga Khan School, Dhaka

Summative Test
Sub: English Grade: IBDP-1
Name: Kazi Tawfiq Bin Ali ID:1389

Task: Analyze the given advertisement to write an essay of about 300-400 words using at least
3-4 paragraphs.
Ans: This is a printed advertisement in the form of a brochure or printed handout of “The
Restaurant at Sopwell House” at St. Albans. This is particularly intended for the rich and elderly
residents who enjoy British gourmet dishes. The main purpose for this is to publicize the new
restaurant that has opened in St. Albans. Formal language was used throughout the entire
advertisement to inform the audience and create a relaxed atmosphere. It also suggests that
the business is extremely professional and serves exquisite dishes.
A stylish cursive font style is used for the name of the restaurant and the description of the chef
to attract rich customers by provoking a feeling of this restaurant being classy expensive. The
color contrast of less important information was low so that it does not make the
advertisement disordered or unorganized and hence invoke a feeling of chaos. This
advertisement also describes its food as “honest”. This implies that the dishes are made with
extreme care, and specially hand tailored for its customers. The helps make the food more vivid
and create a lasting impression on the audience. The majority of the brochure is covered with a
large picture of a sizzling dish. This is a form of ethos, as this advertisement is an attempt to
appeal made to the audience’s emotions in order to invoke a feeling which in this case is
excitement, restlessness and hunger. Moreover, this is also a form of logos as it provides a
visual representation with the help of an image of the type of dishes that the restaurant will
serve to its customers. The advertisement also mentions that it employs a famous award
winning chef. In this case, the advertisers made use of ethos to add more credibility to the
statements that they had made previously of them serving the “Best contemporary British
Cuisine”. The use of ethos exemplifies the restaurant’s expertise and draws themselves as
respectable authority figures who their audience can trust to receive reliable information.
Propaganda techniques such as loaded words were used throughout the entire brochure to
make the restaurant seem more appealing to the society’s higher class. The use of excessively
positive words such as “Relaxed, finest, changes with season, pure” sway the audience’s
opinion into thinking that the dishes served here are the best. Vague terms were also used to
sway the people’s opinions, hence making them entice to this restaurant. The advertisers also
make use of the technique called Snob Appeal as they make it seem like purchasing their elite
food from here would make them belong to the society’s high class.
In conclusion, the advertisement takes advantage of the way that our society operates. People
in the society always want to belong to the higher class and live a luxurious life, therefore the
restaurant sells that idea in the form of the dishes it serves.