Engage students in the analysis of the persuasive written language of advertisements. Students will have to recognize some language techniques used in advertising, match the techniques to some printed ads and create slogans, using such techniques. Subject: English Language, Reading Foundational Skills, Writing Foundational Also available at: https://www.oercommons.org/courseware/lesson/35140

1. The Language of Adverts

2. The Language of Adverts
Description
Overview: this material aims at working with the persuasive language of
advertisements. Students have to recognize some advertising techniques,
match the techniques to some printed ads and create slogans, using such
techniques.
Subject:
English as a Foreign Language, Reading Foundational Skills, Writing
Foundational Skills
Level:
Secondary education
Material Type
Classroom Activity
Provider
Terezinha Marcondes Diniz Biazi - Midwest State University –
UNICENTRO/BRAZIL

3. The Language of Adverts
Students will:
• recognize some adverstising techniques;
• match the techniques to some printed ads;
• create slogans for adverts, using such techniques.

4. ADVERTS TRY TO MAKE THE READERS
BELIEVE THAT THEIR PRODUCT WILL
MAKE THEM:
More comfortable More fashionable
More handsome Slimmer
Healthier Successful
More intelligent More beautiful
Less stressed Happier
Source: https://pt.slideshare.net/kevcummins/persuasive-writing-
adverts-7839639/4

5. Adverts use carefully chosen language to appeal to
their target audience
Latest Fashion Bargain
Smart The Total Experience
Guaranteed Result Look No Further
Cheaper Exclusive Cool Special
Offer Fun
The Best Number One Genuine
https://pt.slideshare.net/kevcummins/persuasive-writing-adverts-7839639/4

6. 1)Adverts can use humour to get you in a
good mood

7. 2)Adverts ask questions to hook you in.

8. 3)Adverts appeal to your senses(sight,
hearing, touch, taste, smell).

9. 4)Adverts create a catchy slogan or an image, with short
sentences, to capture the attention of the reader.

10. 5) Adverts give tempting descriptions of the benefits of
having the product, by using adjectives or adverbs.

11. 6)Adverts use imperatives

12. 7) Adverts use celebrities to help advertise the product.

13. 8) Adverts use simple present tense to satisfy the customer’s
desire.

14. 9) Adverts use everyday sentences.

15. Matching techniques to ads
The nine techniques are presented below. Which are the techniques that best
match to the following 16 ads? Discuss.
1)Adverts can use humour to get you in a good mood;
2)Adverts ask questions to hook you in;
3)Adverts appeal to your senses(sight, hearing, touch, taste, smell);
4)Adverts create a catchy slogan or an image, with short sentences, to
capture the attention of the reader;
5)Adverts give tempting descriptions of the benefits of having the
product, by using adjectives or adverbs;
6) Adverts use imperatives;
7)Adverts use celebrities to help advertise the product;
8)Adverts use simple present tense to satisfy the customer’s desire;
9) Adverts use everyday sentences.
https://pt.slideshare.net/kevcummins/persuasive-writing-adverts-7839639/4

16. AD 1

17. AD 2

18. AD 3

19. AD 4

20. AD 5

21. AD 6

22. AD 7

23. AD 8

24. AD 9

25. AD 10

26. AD 11

27. AD 12

28. AD 13

29. AD 14

30. AD 15

31. AD 16

32. Students have to produce slogans for the two following
printed ads.
Students have to take into account the nine language
techniques.
Discussion of the students’ production (slogan and
technique(s) used).
SLOGANS PRODUCTION

33. AD 17

34. AD 18

35. AD 19

36. AD 20

37. AD 21

38. AD 22

39. SOURCES
Adapted from :
•features of an effective advert: tick - Primary
Resources
•http://www.translationdirectory.com/article49.
htm
•https://www.slideshare.net/kevcummins/persu
asive-writing-adverts-7839639
•http://www.buzzle.com/articles/persuasive-
advertising.