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Advertising Revison
Advertising Revison
Terminology:
Tools of advertising:
Heading (Eye-catching, larger font, different font from body, figurative language,
captures mood of advert)
Visuals (Angles, composition, colour, positioning, symbolism, POV, lighting, focus)
Body copy (More information, link between product and image, persuasive language,
repetition, rhetoric, sound words – alliteration/onomatopoeia, personal
engagement, endorsements/testimonials. Typography = the way the words/;letters
have been visually arranged.)
Logo (Simple, recognizable, memorable, reinforce identity of product, lead to
unconscious purchasing decisions)
Slogan (Short, memorable phrase, often witty, make consumer feel a desire)
Advertising techniques:
Bandwagon: invites you to join the crowd. Everybody’s doing it so you should too!
Celebrity endorsement/Testimonial: when a product is sold by using words from famous people or
an authority figure.
Glittering Generalization: using simple phrases that sound good but have no real value or meaning.
It is falsely attractive (“making a difference!” “up to 50% off” “choose me to make a change”). Often
used by politicians.
Facts and Figures: numbers, tables, and graphs are used to show that this product is better. (“This
product kills 99% of your germs.”)
Expert: using experts such as doctors, dentists, engineers, fitness trainers to say that they
recommend this product. (4 out of 5 dentists recommend Colgate)
Question 1
1.3 Comment on the effect of using the product in the typography? (1)
1.4 How could this advert be relevant to the COVID-19 pandemic? (2)
Provide reasons for your answer.
Question 2
2.4 Explore the social issue being exposed in this advert. (2)
Question 3
3.1 How many different types of Coca-Cola are shown in the advert above? (1)
3.5 Explain why this caption is effective. Refer to the visual (i.e. the different (3)
cans) as well as the caption to support your answer.
3.6 Who is the target audience for this advert? Explain your answer. (2)