Paper One - Features of Advertising

Advertisements are an important part of IB English Language and Literature. These

multimodal texts require students to understand how to break down visual elements
while simultaneously considering how language elements shape meaning. By learning
some visual elements and methods of persuasion, students will be able to successfully
decode and write about advertisements. This document and companion video offer a
powerful mnemonic device to help students (and teachers) deconstruct and interpret ads
with efficiency and accuracy.

What are some characteristics of advertisements?

● They are ubiquitous / everywere.

● They need to get our attention quickly cut through the clutter.
● They are SELLING a product.
● They are emotional.
● They are visual but also use language! The are multimodal.
● They are a time capsule and reflect the time in which they are created.
● They are creative, clever and fun to talk about!

A helpful mnemonic device to decode advertisements:

PCAVTEVS
(Please Call Aunt Vera To Eat Vietnamese Springrolls)

1. PRODUCT:
a. What is the product being sold?
b. What company is behind the product?
c. What do we use the product for?

2. CONTEXT and CULTURE:

a. What is the historical context of the text?
b. How is this reflected in the language and images of the ad?
c. What is the ad saying about a particular culture or society?
3. AUDIENCE:
a. Who is the “target audience”?
b. What are the clues (words, images, sounds, etc.)?
c. What is their age, ethnicity, class, profession, interests, etc.?
d. What words, images or sounds suggest this?

4. VALUES:
a. What human needs, fears or desires are being appealed to?
b. Health? Family? Sexuality? Being Loved? Security? Social Acceptance?
c. What positive or negative value messages are presented?

5. TEXT:
a. What is the “text” of the message?
b. What we actually see and/or hear: written or spoken words, photos,
drawings, logos, design, music, sounds, etc.

6. EMOTION and MOOD:

a. What emotions does the text evoke?
b. How do the language and image contribute to this emotional response?

7. VISUALS and LAYOUT:

a. How are images and layout used to add an effect?
b. What is pictured and why?
c. What colors are used and how does this enhance the tone or mood of the
text?

8. SUBTEXT:
a. What is the “subtext” of the message?
b. What do you think is the hidden or unstated meaning?
c. What ASSOCIATIONS are made?
Be sure to check out the companion video to this
document: Paper One - Features of Advertising. This
will enable you to further understand key concepts and
develop the critical skills necessary that lead to success in
IB English.