ADVERTISEMENT

PERSUASIVE TEXTS

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 GENERIC FEATURES

ADVERTISING MEDIA

PRESENTATION PURPOSE OF THE TEXT

OUTLINE AUDIENCE

LANGUAGE FEATURES & TECHNIQUES

STRUCTURE OF AN ADVERT

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 FORM/ GENERIC FEATURES
• a persuasive text
• a paid form of non personal communication:
• publicises, and promotes a product, service and encourages sales. 
• has an identified sponsor
• disseminates information concerning an idea, product or service
• is distributed through the media.
• has a specific audience
• Is aimed at action.

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 ADVERTISING MEDIA

• Widely used media are print media;

newspapers, magazines, pamphlets,
booklets, letters,
• outdoor media: sign boards, wall-
printing, vehicle, banners
• audio-visual media: radio, television,
film, Internet,

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 PURPOSE
• To promote a product, brand, service, idea and maintain top of mind
awareness.

• To Inform: to increase brand awareness and brand exposure,

informing potential customers about the brand

• To Persuade: buying or trying the products and services offered,

forming a brand image, developing a favourable attitude towards the
brand etc.

• To Remind: to reinforce the brand message and to reassure the

existing and potential customers about the brand vision.

• To induce action: influences purchasing habits

• To create demand
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 AUDIENCE

• Target or segmented audience:

women, men, business,
corporates, academics etc
• Potential customers

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LANGUAGE IN ADVERTISING
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PERSUASIVE LANGUAGE
• advertisements use persuasive language to
promote their products.
• it is personalized to a specific audience.
• language helps advertisers or creators by
convincing potential buyers through the use of
persuasive techniques and language features
• advertisements use transactional language
which prioritizes the content of
communication.
• Language is interactional

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 LANGUAGE FEATURES
• informal
• adjectives, adverbs
• puns,
• alliteration,
• assonance,
• exaggeration,
• repetition,
• rhetorical questions,
• commands, imperatives
• slogans and catchy phrases.
• present tense is used most
• emotive language

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 LANGUAGE TECHNIQUES

• Alliteration:  the best four by four by far; 

• Rhyme : mean machine, the cleanest clean it's ever
been; 
• Rhythm: drinka pinta milka day
• Syntactic parallelism: stay dry, stay happy
• Association: fresh as a mountain stream

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EXAGGERATION

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IMPERATIVE LANGUAGE

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PUNS
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 ADJECTIVES AND ADVERBS

evaluative adjectives including

new, clean, white, real, fresh, right, natural, big, great, slim, soft,
wholesome, improved, mild,

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EMOTIVE LANGUAGE
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 PERSUASIVE STRATEGIES

01 02 03
Pathos Logos Ethos
an appeal to an appeal to an appeal to
logic or credibility or
an emotion character
reason
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Appealing to consumers' emotions, winning
their trust with arguments of authority,

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 STRUCTURAL
FEATURES OF AN
ADVERTISEMENT

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HEADLINE

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SUBHEADLINE

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COPY
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TAGLINE

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LOGO
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STRUCTURE
OF A N
ADVERT

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 Thank you!

ANY QUESTIONS

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