Language advertising lesson 4 students

1. Starter
 Previously, we have looked at different advertising
techniques. Complete the sheet, identifying
ADVERTISING TECHNIQUES:
 HUMOUR
 SHOCK
 EMOTION
 DEMONSTRATION
 COMPARATIVE
 CELEBRITY PRESENTERS OR ENDORSEMENT
 ENIGMA ADVERTISING

2. Aim
 To broaden understanding of advertising
through the use of its language

3. Language Tools in Advertising
Slogan
 Slogans are designed to be memorable
or to hold your attention.
 They appear near the brand name
and stand out from the rest of the
body of text.

4. Language Tools in Advertising
Slogan Examples –
 Every Little Helps
 Top Dog for Music
 I’m Lovin’ it
 Because You’re Worth It
 The Best A Man Can Get
 Just Do It

5. Image 1

6. Image 1
This slogan is targeting
people who are in work
and have an afternoon
tea break. It has
connotations of
afternoon tea – an
English tradition.

7. Image 2

8. Image 2
This slogan implies that
chocolate is something
that can be eaten in bed.
It has connotations of
chocolate as a guilty
pleasure once again.

9. Language Tools in Advertising
Language Techniques –
 Broken Rules
Mis-spelled words, incomplete sentences, grammatical errors
 Repetition of Sound
The use of rhyme, alliteration (similar sounding consonants) or
assonance (similar vowels)
 Word Play
Obvious joke, puns, double meanings or well-known sayings, songs
or quotations
 Verbal Images
Strong visual suggestions that widen the range of associations

10. Task 1
Stick the technique hand out and 2 images
in your exercise books then write down -
 a slogan you think each product may
use to attract their target audience
 what selling technique may each use?
 what language technique(s) you
think could be used to sell the product?

11. Image 3
Provide a slogan for
this coffee advert.
Try to create a link
between the image
and the slogan.
How about ......

12. Pure –
Unmixed, clear,
unadulterated,
thoroughbred;
genuine, natural.
Sterling, undisguised;
clean, refined,
immaculate, spotless,
unsoiled, disinfected,
hygienic, sterile;
salubrious, healthy,
wholesome, fresh;
innocent, incorrupt,
undefiled, sinless.
’THE ESSENCE OF COLOMBIA AT ITS PUREST’
Essence –
Nature, hypostasis,
substance: prime
constituent; principle,
quintessence, stuff:
life, lifeblood, sap:
heart, soul,
backbone, marrow,
pith; core, kernel;
gist, nub; extract;
goodness, virtue
Aromatic –
Fragrant,
scented,
perfumed,
balmy,
ambrosial, spicy,
fruity
Other useful coffee
language –
richness, taste, soothing,
delicate, lush…