3. Features
• Adverts tell the features of a product.
• Features are what a product does and contains
4. Benefits
• Adverts inform their target audience how the
product will improve their lives.
• They do this by telling the positive features of the
product.
• For example: Shampoo will repair split ends and
make consumers’ hair silky smooth.
5. USP
• USP is the shortening for ‘unique selling point’
• USP could stand for:
• 50% extra free
• Buy now- pay nothing until next year.
• Buy one get one free/ Buy one get one half price
• XYZ Cruise ship package includes free plain tickets
6. Other key ingredients
• Tag line:
“Have a break- have a Kit Kat” (Kit Kat)
“Just do it." (Nike)
“I’m lovin’ it (Mc’Donald’s)
• Branding or product placement:
Showing the product at every possible moment in
every possible ways. For example a a film will be
advertised on buses, in bus station, in the radio, on TV
or on Youtube.
• A catchy song:
Changing the words of an existing song.
7. Persuasive Language
• Formal register: The use of formal English may connote objectivity
and authority. May help make the audience feel they are being
taken seriously.
• Informal register: It would appeal to a younger target audience
because it may connote friendliness, being down to earth and
youthful. May make the audience feel warm and included.
• Alliteration: Makes language trendy, fresher and more rhythmic.
For example the use of language in Gossip Girl.
• Colloquialisms: ‘Celebs’ ‘Chav’ Makes language informal. Helps
everyday people to connect to the advert easier.
• Three part lists: ‘The ones I fancied, the ones I though were really
arrogant, and the ones I aspired to be like’ Give language a
natural rhythm.
