The

structure
and
language of
adverts
LO:'HOW E X A C T LY D O P R I N T
A D V E RT I S E M E N T S P E R S U A D E
AUDIENCES TO BUY PRODUCTS AND
BELIEVE IN IDEAS?'
 The structure of ads

Structure matters.

If you are creating a print advertisement for a billboard, tunnel or

magazine, an understanding of space and format is essential. Audiences
only have a few seconds to digest the message of an advertisement, so
advertisers must be effective in conveying it. There are certain
structural elements that audiences expect to see when reading an
advertisement. 

EXAMPLE:

The Got Milk? campaign ran between 1993-2014 quite successfully.

Most of these advertisements contain conventional features of print
advertising. 

https://en.wikipedia.org/wiki/Got_Milk%3F
 Visual narrative
What made Hayden Panettiere's glass of milk break?
Why is she wearing a milk moustache? How did she
become so skinny? The answers to these questions are
not so important as the fact that the audience is asking
them. Images that tell a story engage their audiences.
This phenomenon is referred to as the 'visual narrative'.
'Head shots' (pictures of people's faces) are proven to be
very effective in capturing the audience's attention.

https://en.wikipedia.org/wiki/Hayden_Panettiere
 Copy/Text
What is the message or story of the advertisement?
How is the image anchored in the copy? ‘Smash hit'
refers to both the broken glass and her singing
career. 'Hero' refers to her role in a TV series, called
'Heroes'. In brief, the copy of this advertisement
tells audiences to drink milk in order be as
successful as her.
Slogan
The slogan of this advertisement
is 'Got milk?' It is a short,
punchy question that engages
the audience and builds brand
awareness.
URL
Another part of the signature is the
presence of a URL (uniform resource
locator), which is often found
together with social media icons on
print advertisements these days. 
 Rule of thirds
If you were to cut this advertisement into 9 equal
parts, then Hayden Panettiere's head and the broken
glass do not fall into the centre part. This creates the
kind of tension that intrigues audiences.
Colour
The colour scheme of this advertisement is effective. The
colour red excites audiences and attracts their attention. The
pureness of the white milk and child-like innocence of the milk
moustache are juxtaposed with the sensuality of the red dress
and red lipstick. 
Let’s focus on the text/language
Remember
PPCATS?
PPCATS
Purpose

Perspective

Content and context

Audience

Text Type

Style
 PAIRS: Find examples of the
following and discuss the effects
1. Celebrity endorsement

2. Problem-benefit

3. Logos

4. Pun

5. Association

6. Symbol

7. Graphological deviation

8. Rhetorical question

9. Addressing the reader

10. Colloquial language

Celebrity endorsement
Hayden Pannettiere is famous, attractive and wealthy. If audiences think that drinking milk is part of
her success, then they are more likely to drink it too. 
Problem Benefit
Advertisers often depict a problem and offer the solution. As explained in the text low-fat milk can
build muscle. Teenagers who drink it "tend to be lean." 
Logos
The text refers to "some studies." Although this is rather vague, it suggests that scientists claim that
milk is good for your health, which persuades the audience to drink more. 
Pun
Words in advertisements often have a double meaning. 'Smash' refers to the smashed glass and Hayden
Pannettiere's smash hits. Word-play or ‘puns' often force audiences think, involving them longer with
the advertisement and the brand.
Association
Hayden Pannettiere is associated with the TV show Heroes. She is also associated with milk in this
advertisement. Therefore, if you like the TV show Heroes then you might like milk through
your association with Hayden Pannettiere.
Symbol
What does the milk moustache symbolise? Perhaps it symbolises childhood innocence or a lack of
inhibitions. Advertisements often rely on symbols, as they convey ideas succinctly. 
Graphological deviation
‘got milk?’ does not use capital letters. This makes the text more informal and may suggest the target
audience as teens who often omit the correct use of punctuation. This creates a friendly and relaxed
tone to the text.
Rhetorical question
‘got milk?’ primes the reader to agree with the suggestion. It creates a desire for the intended product.
Addressing the Reader
‘You don’t have to be a hero to feel invincible’.

Creates a sense of proximity and adds a friendly tone to the text.

Colloquial language
‘got milk?’ is quite informal as the grammar is incorrect and the slang expression reinforces the target
audience while also making the advert sound ‘cooler’.
Do you know your subject
terminology?
Look at Text Analysis 1 document and fill out what you don’t know…
In groups of 3-4
Work on the text that you have been assigned:

1. Figure out PPCATS (think of secondary audience/purpose if possible)

2. Talk about the context and cultural values expressed in the text

3. Look for advertising/language devices and comment on effects

4. Deconstruct the image and structure of the text

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