Response to writing by identifying advertising devices as writers effects.

1. RESPONSE WRITING
TIP
ADVERTISING DEVICES
Advertising aims to persuade, using a mixture
of the following devices :
 Imperative verbs
 Questions
 Exclamations
 Clichés
 Superlatives and intensifiers
 Evocative and emotional adjectives
 Alliteration
 Rhyme
 Statistics

2. ADVERTING DEVICES
IMPERATIVE VERBS
What Is an Imperative Sentence
An imperative sentence gives a direct command.
It can end in a full stop or an exclamation mark,
depending on the forcefulness of the command.
The main verb in an imperative sentence is said to
be in the imperative mood.
Examples of Imperative Sentences:
Clear this desk by tomorrow!
Please tidy your room.
Consider the lily.
Drive to the roundabout and then turn left.

3. ADVERTING DEVICES
CLICHÉS
A cliché is an overused and worn-out expression
used to convey a popular thought or idea.
Examples of Clichés:
The ball is in your court.
Think outside the box.
As useful as a lead balloon.
Every cloud has a silver lining.

4. ADVERTING DEVICES
CLICHÉS
Types of Clichés :
Proverbs.
A proverb is a short, well-known saying which states a
general truth or a piece of advice.
For example:
A bird in the hand is worth two in the bush.
A leopard cannot change its spots.
Idioms
An idiom is commonly used expression whose
meaning does not relate to the literal meaning of its
word.
For example:
I am over the moon.
You have a Sword of Damocles hanging over you.

5. ADVERTING DEVICES
CLICHÉS
Catchphrases.
A catchphrase is a well-known term, especially one
that is associated with a particular famous person.
For example:
"Come on down!" (The Price Is Right)
"Yabba dabba doo!" (Fred Flintstone)
"You're fired!" (Donald Trump or Alan Sugar from The
Apprentice)
Similes
A simile is a figure of speech which compares one
thing with another to create an analogy.
For example:
This is about as much use as a chocolate teapot.
He drinks like a fish.

6. ADVERTING DEVICES
CLICHÉS
Metaphors
A metaphor is a figure of speech which states one thing
is another to create an analogy.
For example:
That will put the final nail in the coffin.
I am banging my head against a brick wall here.
Overused and Worn-out Expressions
Remember, a cliché is a worn-out expression. It is one
that has lost its effectiveness through over-usage.
Not all proverbs, idioms, catchphrases, similes, and
metaphors are clichés.

7. ADVERTING DEVICES
SUPERLATIVES AND INTENSIFIERS
What Is an Intensifier?
An intensifier is a word (usually an adverb) that
strengthens or weakens another word (usually the
word immediately to its right).
An intensifier will have no real meaning in itself and can
usually be removed from the sentence.
The sole purpose of an intensifier is to tell us about the
intensity of another word.
Examples of Intensifiers in Sentences:
The pie is tasty.(There is no intensifier in this sentence.)
This pie is very tasty.(In this example, the
intensifier very strengthens the adjective tasty. )
The delegation is late.(There is no intensifier in this
sentence.)The delegation is very late.

8. ADVERTING DEVICES
SUPERLATIVES AND INTENSIFIERS
Intensifiers Can Also Weaken Intensity
Intensifiers can also weaken the words they govern.
For example:
She feels quite lonely.
Jack is working fairly hard on the report.
He was talking a bit anxiously.
Negative-sounding Intensifiers Provide Strength
Oddly, negative-sounding words such
as awfully, dreadfully, insanely, and terribly provide
strength to the words they govern.
For example:
You look awfully pale.
I am dreadfully sorry.
That is an insanely clever plan.

9. Of note, very is the most common
intensifier in English.
ADVERTING DEVICES
SUPERLATIVES AND INTENSIFIERS

10. ADVERTING DEVICES
ALLITERATION
 Alliteration is the repetition of the same initial
letter in successive words. It is done for
effect.
 Alliteration is a stylistic literary technique in
which neighbouring words repeat the same
initial consonant sound. This is not to be
confused with consonance as alliteration
refers to only the beginning sound of the word
and consonance refers to any other part.
 Alliteration is used for emphasis or to make a
sentence more pleasing to the ear. It is used in
every day language, poetry, and literature.
To form alliteration we need two or more
words that have the same starting consonant
sound. It's important to focus on the sound
rather than the letter because it is the sound
that catches the audience's attention.

11. ADVERTING DEVICES
ALLITERATION
Alliteration Examples
 The bouncing ball went high into the sky.
(In this example, the "B" sound is repeated back to back by two
words to create alliteration.)

Finally friends find Friday fun.
(In this example, we can easily see that the "F" sound is in each
and every word in the sentence. This makes our alliteration
very obvious and the repetition easily spotted.)

The quick cat climbed carefully.
(This example shows the importance of the sound instead of the
letter as all make a "K" noise to create the alliteration.)

Decadent depletion of our resources is a sign of
our definite demise.
(In this example, we repeatedly use the "D" sound to create the
alliteration.)