This document provides an overview of advertising and discusses how to analyze advertisements. It notes that advertising can be found in print media, billboards, television, radio, film, and online. The purpose of advertising is to persuade people to buy products, increase brand awareness, and promote services. When looking at advertisements, one should consider the overall look, target audience, images, product message, and linguistic techniques. Linguistic techniques discussed include using statistics, expert opinions, emotive language, and superlatives to persuade the audience. Students are assigned homework to find examples of ads using each linguistic technique.

1. Media Studies
Advertising

2. Advertising
Where do we see it?
Print media (newspaper, leaflets etc.)
Billboards
TV
Radio
Film
Online

3. What is the Purpose of Advertising?
To persuade us to buy a specific
product
To increase our brand awareness
To persuade us to use a particular
service
To inform us about a specific issue

4. Looking at Advertisements
When looking at adverts, you need to
consider the following:
The overall look of the advert
The target audience
The images used
The message about the product
The linguistic techniques used (to do
with the language used)

5. Persuasive Language (Linguistic
Technique)
Statistics- giving facts and figures to
convince audience, e.g.
“98% of dentists recommend Oral B”
Expert opinions- using an expert to
make audience believe in product,
e.g
“I always brush with Sensodyne”-
Dentist

6. Persuasive Language (Linguistic
Technique)
Emotive Language- uses language
that touches on your emotions to
influence your decisions (can make
us feel good or bad), e.g.
“This advert will be here tomorrow- will
you?” Aviva, Life Insurance
Superlatives- words such as “the
best”, “number one”, “largest”

7. Name the Linguistic Technique

8. Name the Linguistic Technique

9. Name the Linguistic Technique

10. Name the Linguistic Technique

11. Name the Linguistic Technique

12. Name the Linguistic Technique

13. Name the Linguistic Technique

14. For Homework
As you watch television/ go online
today, write down two specific
examples of advertisements that
make use of each of the linguistic
techniques discussed today:
1. Statistics 2. Expert opinions
3. Emotive language
4. Superlatives