School of Science and Technology, Singapore

English Language Department

2021 Secondary Two Language Arts

Name: Index No.: Class: S2-

Topic: TKAM PT Group Work: Print Advertisement Date:

School of Science and Technology, Singapore
English Language Department
2021 Secondary Two Language Arts

Name: Index No.: Class: S2-

Topic: TKAM PT Group Work: Advertisement Write-up Date:

Write-up for Visual Text

Explain the design considerations of your print advertisement by answering the following questions:

1. What were some effects your group wanted to achieve in your readers when designing your print
advertisement?

2. How did your group try to achieve these effects when designing the print advertisement?

Your explanation should be written logically and coherently. [200 to 300+ words]

The advertisement we have created is intended to attract people into purchasing monopoly. Monopoly
experienced what professionals refer to as its golden age where it boomed in popularity. Monopoly’s
popularity grew as it gave people the impression/sense that they were wealthy and the possibility of
possible gain when playing the game which appeals to the competitive nature of the metropolitan U.S. It
was also very affordable considering it was not a luxury product.
Firstly, The effect we planned to achieve in our readers when designing our print advertisement is to
entice readers to take action/ purchase our product through the usage of imperative phrases such as
“BUY NOW”. This makes the reader feel more enticed as imperative phrases give the impression on the
reader that they are being commanded and they have the urge to obey dutifully. We only specifically
placed greater emphasis on the word “Now” but capitalizing it. This will catch the attention of the read
and evoke a sense of emergency that they should do what the poster says immediately.
Secondly, we intended to capture the attention of the readers. We specifically placed the monopoly man
at the centre of the print advertisement. This is so as to attract readers as it is an iconic mascot of the
company. This is because it allows people to relate to the product similarly to how people associate
pokemon with pikachu. We also placed the monopoly product in the middle of the advertisement and
purposely enlarged it. This is so as to present it as a household product that everyone should have.

YY’s version (Totally didn't steal a bit of wei ens idea)

The advertisement we have created is intended to attract people into purchasing Monopoly. Monopoly
experienced what professionals refer to as its golden age where it boomed in popularity. Monopoly’s
popularity grew as it gave people the impression/sense that they were wealthy and the possibility of
possible gain when playing the game which appeals to the competitive nature of the metropolitan U.S. It
was also very affordable considering it was not a luxury product.
Firstly, The effect we planned to achieve in our readers when designing our print advertisement is to
catch the reader's attention by focusing the image on the whole Monopoly set and their mascot. This will
immediately let the readers know that this advertisement has something to do with Monopoly. It also
enables them to wonder how Monopoly sets itself different from other board games. Most importantly, it
allows the readers to know what is included in the Monopoly set to have a slight idea of how this game
works. Thus, readers want to find out more information about Monopoly by reading even more of the
advertisement. Next, to entice readers to take action/ purchase our product through the usage of
imperative phrases such as “BUY NOW”. This will make the readers wonder why imperatives are used?
Is it running out of stock? Is the product really that good? This will let the readers read on to find more
 information about Monopoly. One question readers might have is what makes Monopoly stand out from
other board games.To make the advertisement fast and straightforward to read, the advertisement used
few sentences. This will not bore the readers by giving them a whole chunk of information to read, only to
walk away because it is too lengthy and not worth their time. By observing our parents’ actions when they
read advertisements, we have found out they would usually throw away advertisements that are very
long as it is very time-consuming. So to minimise the time of reading, we decided to keep it short, sweet
and straightforward so readers can finish reading fast and if they are interested, buy the Monopoly set.

Extracted from S2 PT Booklet

Rubrics 2: Print Advertisement (10m) and Write-up (20m)

Print Advertisement
Band 1 (8-10m)
● Excellent understanding of purpose, context, culture and audience of the print advertisement in the given time era/period
● Strong understanding of typographical features
● Clear use of persuasive language to convince and then persuade
● Image/photo chosen clearly supports the message in the text, strong awareness of visual literacy

Band 2 (5-7m)
● Good understanding of purpose, context, culture and audience of the print advertisement in the given time era/period
● Some understanding of typographical features
● Some use of persuasive language to convince and persuade
● Image/photo chosen does not entirely support the message in the text, some awareness of visual literacy

Band 3 (3-4m)
● Some understanding of purpose, context, culture and audience of the print advertisement in the given time era/period
● Partial understanding of typographical features
● Limited use of persuasive language to convince and persuade
● Image/photo chosen is not relevant to the message in the text, slight awareness of visual literacy

Band 4 (1-2m)
● No clear attempts to show understanding of purpose, context, culture and audience of the print advertisement in the given time
era/period
● No visible attempts to show visual literacy

Write-up (200-300 words)

Category 4-5 marks 3 marks 2 marks 0-1 marks

CONTENT The intended effects The intended effects The intended effects The intended effects
(EFFECTS ON are logically and are somewhat logically are vaguely presented. are not mentioned in
READER) clearly presented. presented. the write-up.
CONTENT Design considerations Design considerations Design considerations Design considerations
(DESIGN are relevant and are explained but may are generally are lacking/ absent.
CONSIDERATIONS) clearly explained, and not always be relevant explained with no
supported by specific nor supported by relevance to the visual
examples from the examples from the text.
visual text. visual text.
LANGUAGE Writing is coherent and Writing is mostly Writing lacks Writing is not coherent
(COHERENCE & well organised. coherent and coherence but is and lacks logical
ORGANISATION) Transitions between organised. Transitions generally organised. organisation. There
ideas and paragraphs between ideas and Organisation needs are many overlaps in
are smooth, making it paragraphs are improvement. There ideas and gaps in
easy for readers to generally smooth, are occasional information.
understand how the helping readers overlaps in ideas or
different concepts are understand how some gaps in information.
related. concepts are related.
LANGUAGE Highly accurate use of Mostly accurate use Noticeable errors in Glaring mistakes in
(ACCURACY) paragraphing and of paragraphing and paragraphing and paragraphing and/ or
other language other language other language other language
conventions (such as conventions (such as conventions (such as conventions (such as
grammar, spelling and grammar, spelling and grammar, spelling and grammar, spelling and
punctuation). punctuation). punctuation). punctuation).