CHAPTER 1:

ANALYZING
PRINT ADS
PARAGRAPH STRUCTURE
WHAT IS A PARAGRAPH?

A collection of related sentences that

develops one main idea, which is the topic
of the paragraph
 PARAGRAPH MODES
Paragraph type Purpose Sample test questions
1. Definition Describe something in detail What is……….?
Define …..
Explain…
Describe
2. Process Explain how something is made How does it work?
Describe how…
Explain how..
3. Classification Divide things into categories What types….?
List ……..
Categorize………..
4.Comparison/Contrast Show the What are the
similarities/differences between differences/similarities?
two things/ideas Compare …….
Contrast……..
5. Cause/Effect Explain the cause, effect or Why………?
result of something Explain why….
Discuss the
effects/Causes…….
 WHAT MAKES AN EFFECTIVE
ACADEMIC PARAGRAPH?
• Topic sentence
• One to three main points
relate to the controlling
ideas
• Supporting details
• A concluding sentence
WHAT IS A TOPIC SENTENCE?

• The most important sentence

in a paragraph
• Expresses the main idea of a
paragraph.
• Is usually the first sentence of
a paragraph.
• Is also the most general
sentence in a paragraph.

Topic=Subject of the paragraph

Controlling idea=What the paragraph
will say about the paragraph
EXAMPLE OF A TOPIC SENTENCE

There are three reasons why Canada is

one of the best countries of the world.

Gold, a precious metal, is prized for two

different characteristics.
SUPPORTING SENTENCES

• Develop, explain and support the main idea of the

paragraph.

• Contain facts, examples and details, personal experiences

• Contain expert opinions (online/print sources, interviews,
surveys
• Explanations
EXAMPLES OF SUPPORTING SENTENCES

First, Canada has an excellent health care system. Second,

Canada has a high standard of education. Finally,
Canada’s cities are clean and efficiently managed.
 EXAMPLES OF SUPPORTING
SENTENCES
• First of all, gold has a lustrous beauty that is resistant to
corrosion. Therefore, it is suitable for jewelry, coins, and
ornamental purposes. Gold never needs to be polished and
will remain beautiful forever. For instance, a Macedonian
coin remains as untarnished today as the day it was made 25
centuries ago. Another important characteristic of gold is its
usefulness to industry and science. For many years, it has
been used in hundreds of industrial applications, such as
photography and dentistry. The most recent use of gold is in
astronauts’ suits. Astronauts wear gold-plated heat shields
for protection when they go outside spaceships in space.
WHAT IS A CONCLUDING SENTENCE?

The Concluding Sentence:

• Is usually the last sentence of the paragraph.

• Restates the main idea.
• Is used to finish the paragraph or to prepare the reader for the
following paragraph.
EXAMPLES OF CONCLUDING SENTENCES

 As a result, Canada is a desirable place to live.

 For those reasons, Canada attracts a lot of immigrants.

Wouldn’t you like to live there?

 In conclusion, gold is treasured not only for its beauty but

also for its utility.
ANALYZE…

Which of the following examples cannot be used as a

topic sentence and why?

1. My hometown is famous for several amazing natural

features.

2. There are two reasons why some people like to buy cars
with automatic transmissions and two reasons why
others like to buy cars with manual transmissions.

3. Clouds are white.

 CHECK THE STRUCTURE OF THIS
PARAGRAPH…

Through the centuries rats have managed to survive all our

efforts to destroy them. We have poisoned them and trapped them.
We have fumigated, flooded, and burned them. Some rats even
survived atomic bomb tests conducted on Entwetokatoll in the
Pacific after World War II. In spite of all our efforts, these enemies
of ours continue to prove that they are the most indestructible of
pests.

Can you identify the TS, SS and CS?

GROUP WORK
Remember that a topic sentence is a complete
sentence and is neither too general nor too specific.

Step 1. Read the sentences in each group, and decide

which sentence is the best topic sentence. Write best
TS (for "best topic sentence") on the line next to it.

Step 2. Decide what is wrong with the other

sentences. They may be too general, or they may be
too specific, or they may be incomplete sentences.
Write too general, too specific, or incomplete on the
lines next to them.
 ______ a. The history of
astronomy is interesting.
 _______b. Ice age people
recorded the appearance of
new moons by making
scratches in animal bones.
 ________ c. For example,
Stonehenge in Britain, built
3500 years ago to track the
movement of the sun.
 ________ d. Ancient people
observed and recorded lunar
and solar events in different
ways.
 ________ a. The North American
Catawba Indians of the Southeast
and the Tlingit of the Northwest both
see the rainbow as a kind of bridge
between heaven and earth.
 ________ b. A rainbow seen from an
airplane is a complete circle.
 ________ c. Many cultures interpret
rainbows in positive ways.
 ________ d. Rainbows are beautiful.
 _______ e. The belief that you can
find a pot of gold at a rainbow's end.
BASIC RUBRIC FORMAT
Guidelines
Format •One indentation
•Margin to margin
Content and •Topic sentence (topic and controlling idea)
Organization •Main idea------ Supporting sentences
•Connectors and transitions
•Introductions/Conclusions
Grammar •Appropriate grammar structures
•Sentence types
Vocabulary •Not repetitive
•In correct word form
Mechanics •Appropriate capitalization
•No contractions in academic paragraphs
•Correct spelling
REVIEW/TOPIC SENTENCES AND CONTROLLING
IDEAS
Find the controlling idea in each of the following sentences.
• In order to fully explore the wreck of the Titanic, scientists must address
several problems
• Cooking requires many different skills.
• Immigrants have contributed many delicious foods to U.S. cuisine.
• A baseball player must master several skills.
• Taste and appearance are both important in Japanese cuisine.
• Talent and dedication are two characteristics of Olympic athletes.
• Most US universities require a 85 point TOEFL score for a number of
reasons.
• Tokyo is one of the world's most expensive cities.
WRITING ASSIGNMENT 1

• Write a paragraph that describes the ways a print ad of your

choice attracts consumers.
Follow a three-step writing process to compose your paragraph:
1. Gathering information
2. Focusing and organizing
3. Drafting, revising, and editing

FOCUS: Describe the ad’s appeal/Classification

ARMANDI JEWELERS
The ad for Armandi Jewelers relies on contrasting colors and
textures to attract consumers. The ad achieves a strong color contrast by
showing two white gold and diamond rings against a red background. One
ring has a white gold band with three small white diamonds in the middle
while the other ring has two white gold bands joined together by a large
pale pink diamond surrounded by six tiny white diamonds. The rings are
pale and shiny while the background is dark red. The ad creates a strong
contrast with the dark background because it makes the rings stand out.
The contrast between the rings and the background is made stronger by
their different textures. The background is a velvet cloth that looks soft
and warm while the rings are obviously hard, cold, and smooth. Thus, the
Armandi Jewelers ad is very attractive because of the contrast between the
red, soft background and the hard' smooth diamond rings.
FREEWRITE ABOUT THE WAYS
THE AD CATCHES YOUR
ATTENTION.
GATHERING INFORMATION: ANALYZING THE
AD
Personally relevant stimuli are:
a. Stimuli that appeal to your needs
b. Stimuli that show people similar to you
c. Stimuli that use rhetorical questions
Pleasant stimuli
a. Stimuli that use attractive models
b. Stimuli that use music
c. Use of humor
Surprising stimuli
a. Use novelty
b. Use unexpectedness
Easy to process stimuli
a. Prominent
b. Concrete
c. Contrasting
Images INFORMATION
Words CHART
Stimuli Layout
(Who/What is (Does the ad (What types (How are the
in contain any of images
the ad? words? What Stimuli are organized?
Objects? do used Are
People? What they say? in the ad? they grouped
are they How do ls the ad together?
doing? the words relevant What is the
relate to you? main
to the Surprising? focus of the
images?) Funny?) ad?
What is in the
background?)

Example = a Example - Example = Example =

young, your relevant the ad
attractive loved ones are stimuli. takes up two
man and a the most We all have pages
little important someone we
boy, most thing love-mom,
likely in life and dad, siblings,
his son beyond etc.
(Eternity)
 DURABLE JEANS
• The Genuine Article ad is very attractive because it shows a simple, pleasant
black and white photograph and a few convincing words. The ad shows an attractive
image: a black and white photograph of three children jumping on a trampoline.
Behind the children, we can see a little bit of the roof and the back of a house. ln the
background we can see a yard and some trees. The whole picture is very simple, and
it has no colors in it, but the photograph of the children is very pleasant. The children
are having fun, and they look healthy and happy. Under this image, on the right, the
ad shows the brand of jeans, Genuine Article. On the left, a simple statement says
that children are active and need durable clothes like the Genuine Article jeans. This
is a straightforward message, and consumers will agree that children need sturdy
clothes. Therefore, the Genuine Article marketers successfully capture the readers‘
attention with a simple but attractive ad.
SUPPORTING DETAILS

• A variety of supporting details is available to academic writers:

facts, expert opinions, examples, descriptions, observations, personal
experiences, and explanations
 THE CONCLUDING SENTENCE
The closing or concluding sentence completes the paragraph by:
– Summarizing or restating the controlling idea
– Giving a recommendation, suggestion, or invitation

Therefore, people who can afford to buy jewelry should consider this ad and choose
to shop at Armandi Jewelers.(Recommendation)
– Proposing a solution to a problem explained in the paragraph
– Making a prediction based on the paragraph's information

Thus, the contrasting colors and textures of the ad will attract consumers and
probably bring new customers to the Armandi Jewelers store. (Prediction)
 CLAUSES
• Clauses are the building blocks of • Not clauses
sentences. A clause is a group of
words that contains (at least) a subject
and a verb.

ecology is a science to protect the

environment
because pollution
causes cancer after working all day
THERE ARE TWO KINDS OF CLAUSES: INDEPENDENT AND
DEPENDENT.
AN INDEPENDENT CLAUSE
CONTAINS S+V AND
EXPRESSES A COMPLETE
THOUGHT.
The sun rose.
Water evaporates rapidly in
warm climate zones.
A DEPENDENT CLAUSE BEGINS WITH A
SUBORDINATOR SUCH AS WHEN, WHILE,
IF, THAT, OR WHO.
IT DOES NOT EXPRESS A COMPLETE
THOUGHT AND IS FORMED WITH A
SUBORDINATOR, A SUBJECT, AND A
VERB.
..when the sun rose...
.. Because water evaporates rapidly in warm
climate zones..
.. If the drought continues for another year
…
 SUBORDINATORS
after: After the bell rang, students went out.
before: Did he say anything before he left?
that : This is the car that my dad gave me.
when: When the doorbell rang, my dog barked loudly.
which: Romeo and Juliet, which was written by Shakespeare, is a tragic
story.
although: Although they’re poor, they’re happy.
even though: Even though I’d heard the song before, I hadn’t known who
sang it.
though: Though she's almost 40, she still plans to compete.
whenever: Sara begins to sneeze whenever she opens the window to
get a breath of fresh air.
while: While we were in Paris, it snowed.
as: As he was feeling unwell, Pete didn’t go to work yesterday.
SUBORDINATORS
because: Pete didn’t go to work yesterday because he was ill.
how
unless: Unless you’re willing to wait, you’ll have to come back
tomorrow.
where: The hotel where we stayed was fantastic.

who: The man who lives next door is a pilot.

if: If he doesn’t change his attitude, he’ll lose his job.
until: I’ll wait until you arrive.
wherever: After getting through customs, I was free to go
wherever I wanted.
whom: They hired the man whom we interviewed last week. 
SUBORDINATORS
as soon as : I’ll call you as soon as I get home.
since: Since you’ve studied so well, you can go
outside and play.

whether : The students want to know whether the test

is easy.

whose: That’s the man whose dog bit me.

so that: She watches TV during the day so that she
doesn't feel so lonely.
 PRACTICE. WRITE INDEP. NEXT TO THE COMPLETE
SENTENCES AND PUT A PERIOD (.) AFTER THEM. WRITE
DEP. NEXT TO THE INCOMPLETE SENTENCES.

1. Globalization means more travel for businessmen and women.

2. As business executives fly around the globe to sell their
companies' products and services
3. Jet lag affects most long-distance travelers
4. Which is simply the urge to sleep at inappropriate times
5. During long journeys through several time zones, the body's inner
clock is disrupted
6. For some reason, travel from west to east causes greater jet lag than
travel from east to west
7. Also, changes in work schedules can cause jet lag
8. When hospital nurses change from a day shift to a night shift, for example
9. Although there is no sure way to prevent jet lag
10. There are some ways to minimize it
11. Because jet lag is caused at least partially by loss of sleep, not just a change in
the time of sleep
12. A traveler should plan to arrive at his or her destination as late as possible
13. Upon arriving, he or she should immediately go to bed
14. Then the traveler should start to live in the new time zone immediately
15. Even when the traveler arrives early in the morning and cannot go to bed
immediately
 KINDS OF SENTENCES
1. Simple
2. Compound
3. Complex
4. Compound-complex.
The kind of sentence is determined by the kind of clauses used to form it.
SIMPLE SENTENCES

• One independent clause

Freshwater boils at 100 degrees Celsius at sea

level.
Freshwater boils at 100 degrees and freezes at 0
degrees Celsius.
COMPOUND SENTENCES
• Two or more independent clauses joined together.
1.COMPOUND SENTENCES with COORDINATORS
Independent clause, + coordinator/fanboys + independent clause
2. Independent clause; + conjunctive adverb, + independent clause
(also, furthermore, moreover, however, on the other hand, for example,
consequently, in contrast)
Salt water boils at a higher temperature than freshwater;
therefore, food cooks faster in salt water.
3. With a semicolon (possible only when the two independent clauses are
closely related in meaning)
Salt water boils at a higher temperature than freshwater; food cooks
faster in salt water.
1. FOR/To add a reason.
Japanese people live longer than most other nationalities, for they eat healthful
diets.
2. AND/To add a similar, equal idea.
They eat a lot of fish and vegetables, and they eat lightly.
3. NOR/To add a negative equal idea.
They do not eat a lot of red meat, nor do they eat many dairy products.
4. BUT/To add an opposite idea.
Diet is one factor in how long people live, but it is not the only factor.
5. OR/To add an alternative possibility
However, people should limit the amount of animal fat in their diets, or they risk
getting heart disease.
6. YET/
To add an unexpected or surprising continuation
Cigarette smoking is a factor in longevity, yet Japanese and other long-lived
Asians have a very high rate of tobacco use.
7. SO/To add an expected result
Doctors say that stress is another longevity factor, so try to avoid stress if you
wish to live longer.
1. Nuclear accidents can happen. Nuclear power plants must have
strict safety controls.
2. The accident at the nuclear power plant at Three Mile Island in the
US created fears about the safety of this energy source. The disaster
at Chernobyl in the former Soviet Union confirmed them.
3. Solar heating systems are economical to operate. The cost of
installation is very high.
4. Energy needs are not going to decrease. Energy sources are not
going to increase.
5. Burning fossil fuels causes serious damage to our planet. We need
to develop other sources of energy.
6. Developing nations especially will continue this harmful practice.
They do not have the money to develop "clean" energy sources.
7. All nations of the world must take action. Our children and
grandchildren will suffer the consequences.
BUT VS.YET

• I want to study art, but my parents want me to study engineering.

• I am very bad at math, yet my parents want me to study
engineering.
• She is a lung specialist, ……….she smokes a lot.
• His friend does not smoke, ………. he smokes a lot.
COMPOUND SENTENCES WITH CONJUNCTIVE
ADVERBS

• Independent clause; + conjunctive adverb, + independent clause

Community colleges offer preparation for many occupations;

also/besides/furthermore/in addition/moreover, they prepare
students to transfer to a four-year college or university.
COMPOUND SENTENCES WITH SEMICOLONS

• Poland was the first Eastern European country to turn away from
communism; others soon followed.

• This kind of compound sentence is possible only when the two

independent clauses are closely related in meaning. If they are not
closely related, they should be written as two simple sentences, each
ending with a period.
COMPLEX SENTENCES

• A complex sentence contains one independent clause and one (or more)
dependent clause(s).

• Consumers pay attention to ads when they contain the word SALE.
• If they want to attract a male audience, marketers will use beautiful
women in their ads.
• Some marketers use surprising stimuli in magazine ads because they want
to grab the readers’ attention.
• While a few consumers prefer black-and-white ads, most consumers
prefer colorful ads.
COMPARE AND CONTRAST
PARAGRAPH
• Compare two (or more) things= what is similar about them.
• Contrast things=what is different about them
• Usually, the emphasis is on the differences.
WAYS TO ORGANIZE A COMPARISON/CONTRAST PARAGRAPH

BLOCK ORGANIZATION POINT-BY-POINT ORGANIZATION

DEVELOPING AN OUTLINE

OUTLINE A OUTLINE B
Topic sentence Topic sentence
All about A Point 1 for A and B
All about B Point 2 for A and B
Point 3 for A and B
GATHERING INFORMATION
COMPARE AND CONTRAST PARAGRAPH
• A topic sentence for a comparison/contrast paragraph should name the
topic and also indicate comparison/contrast organization.
The left and right sides of your brain process information in
different ways.
When choosing cable TV service, you should compare different plans
on three points.
The Duncan Hines ads are very attractive, but the ad for the white
cake mix (A) is more striking than the other ad (B) because of the
color contrast.