Effective advertisements aim to persuade consumers to buy a product. They do this through the use of positive language that makes consumers feel buying the product will improve their life. Advertisements also use memorable images, catchy phrases, celebrity endorsements, special offers and questions to get people thinking about the product. The advertisement must provide all necessary information about the product and where consumers can purchase it.

1. Today we are going to investigate ….

2. I think we can agree that the main
reason for advertising is to
the public to
a certain product.

3. Persuading and convincing
someone to buy something is not
as easy as it sounds.
To produce an effective advert
you have to have
a hook
and choose your vocabulary
carefully.

4. Effective adverts use
POSITIVE WORDS
that stand out and give the
reader a good feeling about the
product. They ignore any
negatives.
.

5. Effective adverts convince you
that you must buy the product
being advertised in order to
It is improve your life. They use
softer, words and phrases such as:
gentler,
kinder Happier
Happier
to your More attractive
More attractive
hands! Healthier
Healthier
Good for you
Good for you
More successful
More successful
Thinner
Thinner
Less stressed
Less stressed
Smoother
Smoother

6. Many products have
CELEBRITY ENDORSEMENTS
It is when celebrities say that they
use an advertiser’s product.
Yes, I Advertisers want you to imagine
wear
sun yourself using the same product.
glasses
b y HUT T
! This often results in people, who
admire the celebrity, buying that
product.

7. Many effective adverts contain
Riding
PROMISES
our bikes
will
improve They make you feel that you are
health –
you will unable to live without their
be more
alert, product.
fitter and
feel
younger!
Which words on the advert board make
you feel that you need to own the bike
being advertised?

8. Effective adverts usually have
One
picture EYE CATCHING
is
w orth
a
nd
and
thousa
!
w ords
MEMORABLE PICTURES.

9. Effective adverts may include
SPECIAL OFFERS.
40% Special offers may be:
Off free products – “buy one get one free”
vouchers - money off deals
competitions
discounts

10. Effective adverts often use
RHETORICAL QUESTIONS.
ARE you A rhetorical question is a question
in need
of a
that is used for effect. It does not
holiday? need to be answered.
DO you
enjoy the
outdoors?
WHY not The advertisers want to get us
visit the
New Fore
s t? thinking about products that we have
not actually thought about buying,
until the idea was skilfully put into our
minds.

11. Effective adverts often use
BOSSY VERBS!
VISIT the These verbs tell us what we
amazing
beach.
need to do to get the best out
EXPLORE of the product being
the nearby
caves.
advertised.
ENJOY the
Sunshine!
They also help to create a
wonderful word picture of
what the product offers.

12. Successful adverts contain all
l i ne
Buy on
m’.
at ‘jag.co NECESSARY INFORMATION
at
Available
al
your loc et.
su permark
about the product and inform you
We are
off
located where to find and buy the product.
at
the M25
12.
Junction
ap
S ee the m
.
There is no use telling you how
attached
wonderful a product
is if you do not know
where to find it!

13. Many of the best adverts have
It’s the
real a CATCH PHRASE.
thing.
Take a
break….
It is a phrase or expression vocally
How do
you
repeated to the extent that saying the
eat phrase makes you think of the
yours? product.

14. Effective adverts contain many
of the following:
• adverts use positive words, ignoring negatives
• adverts aim to convince you that you need
the advertised product
• adverts often contain promises
• adverts have BOSSY VERBS
Job
tion, • adverts use rhetorical questions
descrip
he
“Hook t • adverts use eye catching, memorable pictures
nto
public i
w anting ”
• adverts sometimes have catch phrases
g!
s omethin • adverts give product information
• adverts tell where and when the product
can be found
• adverts may have a celebrity endorsement
• adverts may make offers e.g. discounts,
vouchers and competitions.