This document discusses print advertising and how advertisers aim to communicate persuasive messages to audiences through symbolic representations. It explains that a successful advertisement is one where the message is received and persuades the audience. The document also introduces concepts like semiotics, overt and hidden messages, and how advertisers use techniques like branding, color, jingles and slogans to emotionally engage audiences and build brand identity. Students are instructed to analyze sample advertisements by decoding hidden and overt messages and evaluating how symbols convey meaning and persuade audiences.

1. Print Advertising
The Power of Persuasion

2. Explain what you need to do to
achieve today’s aims:
• All of you will be able to
decode Advertising messages.
• Most of you will be able to
analyse various adverting
messages and their impact on
audiences.
• Some of you will be able to
competently evaluate
Advertising effects.

3. Communicating to an audience
• Advertising aims to communicate a message to an
audience.
• What would be considered a successful advert?
• If the message is received and persuades the audience, the
advert is successful.
• Advertising messages are displayed in a symbolic way, so
that it helps to convey an impression to the audience.
Source/
Advert
Message Audience

4. What is this advert trying to say?

5. Semiotics.
• Semiotics is about how
meaning is created and
communicated to an audience.
• It is the study of how signs and
symbols create meaning.
• It is a way of understanding
how the signs and symbols
have an impact on all of us
subconsciously.

6. • Signifier- the physical object itself.
• Signified- the meaning.

7. What do we assume from these
pictures?

8. Explain the message.

9. Hidden and Overt messages
• Overt messages
- What the advert is
obviously trying to
persuade the audience to
do.
- What the advert is trying
to say about the product
• Hidden messages
-What the symbolism in the
advert means and tells us.

10. Decode the messages in this advert

11. Advertising Persuasion through Branding.
• Colour
• Jingles
• Style/ Techniques
• Slogan
• Logo
• The vibe/ feeling of
the advert.

12. Analyse the advert
• Hidden and
obvious messages
• Emotional
responses
• Brand identity

13. Decode the advert
• https://www.youtube.com/watch?v=NWF2JB
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• https://www.youtube.com/watch?v=CYW_Xm
-Jodc

14. TASK: Write about hidden and overt messages
in adverts
• What is the advertising
message in the campaign?
• How do the adverts try to
persuade their audience
with a message.
• What symbols have been
used in the advertising
message?

15. What did you learn?
• All of you will be able to
decode Advertising messages.
• Most of you will be able to
analyse various adverting
messages and their impact on
audiences.
• Some of you will be able to
competently evaluate
Advertising effects.