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Take care, it's deadline season!

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COMM2495
Professional Writing

Week 6
Advertorials
Writing careers

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Part 1
Advertorials

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EXAMPLES

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BUT WHY ADVERTORIALS INSTEAD OF

ADVERTISING?
ADVERTISING ADVERTORIAL
Very expensive (especially for prime More affordable
slots)
Mostly promotes the Provides useful
brand/ product/ service content AND promotes the brand

Risk of being skipped Higher chance of being read

Low credibility Better credibility thanks to

association with the trusted
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Quizziz time!

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(1) THE 3S ADVERTORIAL STYLE

STAR STORY SOLUTION

A role model of the This person tells a The person solves a

target public and fascinating true story problem in their life. The
about their life product/ brand is a
suits the brand
helpful assistant.
Examples:
Examples: • Road to success Examples:
• Overcoming - How to solve an issue
• Celebrities challenges • Tips for a better life
• Businesspeople • Happy family life • A "helpful assistant"
• Key opinion • Unforgettable
memories
leaders
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ACTIVITY
Who would be the appropriate Star for an 3S advertorial of Samsung
Galaxy S23?

Samsung Galaxy S23 Ultra has a 200MP main camera, five cameras in
total and 256GB of storage. The phone aims at trendy young consumers,
who enjoy travelling, taking photos and videos for social media.

a. Hollywood star Brad Pitt

b. Kpop boyband BTS
c. Climate activist Greta Thunberg
d. Swedish Gen Z singer Benjamin Ingrosso
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(2) THE PAS ADVERTORIAL STYLE

PROBLEM AGITATION SOLUTION

A particular problem Pushes this problem to How to solve this

that the target public the max, highlighting the problem, using the
faces worst scenario product/ brand as part of
the solution
Examples:
Examples: Examples:
• Horrible health
• Life difficulties problems - How to solve an issue
• Unforeseen risks • Relationship breakups and ease your mind
• Health/ relationship • Unhappy life • Tips for a better life
problems • Other scary • A "helpful assistant"
consequences 12
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ACTIVITY
What would be the appropriate PAS topic for an advertorial of Miáha?

Bottled sugarcane water Miáha doesn't use sugar and is produced with the
highest level of cleanliness.

This product is for young people who want a healthy, hygienic and tasty drink.

a. How sugary drinks weaken your health

b. Here are the horrible health effects from unhygienic drinks
c. Vietnamese sugarcane water is facing a crisis because young people only
drink bubble tea and coffee

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(3) THE STRINGS ADVERTORIAL STYLE

COLLECTION OF MENTION OF THE BRAND/

HELPFUL TIPS PRODUCT

A list of 4 - 5 helpful tips for the The brand/ product is mentioned at

target public, based on reliable the end of the advertorial
sources
Examples:
Examples:
• Brand/ Product as one of the
• 4 key elements of success helpful tips
• 5 ways to improve your sleep • Brand/ Product as the "helpful
• 4 tips to maintain a strong assistant" to carry out these tips
friendship
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ACTIVITY
What would be the appropriate Strings topic for an advertorial of
Hapacol 650?

HAPACOL 650 solves your headaches right away. This product is

perfect for office workers who have constant deadlines.

a. 5 tips to have a fit body for summer

b. 4 vacation spots to relax on the weekend
c. 4 tricks for better productivity at work

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THE ADVERTORIAL - TH TRUE HERBAL

This month, TH is launching a PR campaign
for the TH True Herbal teabags.

The product uses classic Vietnamese

tea ingredients, grown in deep forests in Nghe
An province.

It promises to ease common health problems "in

the most organic way". This is the first
time TH launches a teabag product.

The target public for this campaign is

Vietnamese urban office workers, over 35 years
old, who suffer from stress and lack of sleep.
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ACTIVITY
In your group:

(1) Produce a 3S – PAS – Strings advertorial idea for TH True Herbal

tea

(2) List the news values of your advertorial idea

(3) List your target publication(s) for the advertorial

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Part 2
Writing careers

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What kind of writing career can I have?

Each table is assigned a writing job.

Visit job posting websites (Vietnamworks, LinkedIn, etc...) or company

websites ("Careers", "Now hiring" page) and find out:

- 2 responsibilities of your job & the kind of content you write

- 2 requirements

Write on the board, then present for 2 minutes to the class :)

TABLE 1: Content Writer TABLE 4: Corporate Communications Manager

TABLE 2: Content Marketing Officer TABLE 5: Technical Writer
TABLE 3: Journalist TABLE 6: Social Media Manager
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Part 3
Assignment 2

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ASSIGNMENT 2

1. When is it due?

2. What do you need to write?

3. How long is it?

4. Anything else to go with the article?

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ASSIGNMENT 2 - TRUE OR FALSE?

No Statement

1 For the 3S article, I can make up information about a celebrity.

2 For the PAS article, I can quote a random customer of the company.

3 My article should have a wide range of sources.

4 I can copy an existing Strings article.
5 My infographic shouldn't repeat the information in the advertorial
main text.
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ASSIGNMENT 2 - WHAT'S WRONG?

CLIENT: Mondelez Kinh Do wants to promote its new product line in
Mid-Autumn Festival 2023 to Vietnamese Gen Z

No Idea
1 Mooncakes have become a symbol of bribery and corruption
2 Heavy competition: How mooncakes brands battle each other for market
share in Mid-Autumn Festival

3 Four types of healthy mooncakes for you in 2023

4 Five reasons why Mondelez Kinh Do is the best option for you this Mid-
Autumn Festival
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ASSIGNMENT 2 - WHAT'S WRONG?

CLIENT: Oxfam wants to promote the Human Economy
concept (gender equality, happiness, anti-slavery) to Vietnamese Gen Z

No. Idea

1 Helly Tong embraces green living

2 An ethnic minority girl in Lao Cai shares her story of going to school

3 Just got dumped? Four tips on how you can overcome heartbreak at the
age of 20
4 What Oxfam is doing around the world to promote happiness
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ASSIGNMENT 2 - WHAT'S WRONG?

Based on the marking rubric, point out ALL issues you can see
in this work.

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WEEK 7: No class, but send me your outline

WEDNESDAY, WEEK 7, 3PM: Send ONE advertorial
outline to phuong.nguyen167@rmit.edu.vn

WHAT I'LL COMMENT ON​ WHAT I'LL NOT COMMENT ON​

Structure Grammar & vocab​ -> You can check it yourself

Reference list (if you have one) Plagiarism -> You can also check this yourself
Infographic idea (if you have one) Layout

If you send your draft late, even by 1 minute = no feedback. Each student has 1 chance
to send their draft, so please prepare well.
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