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WRITING

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Advertising 1

Advertising 2

 

The persuaders 2

Once you've got the basics right, you can think about using some writing tricks.

Slogans/catchphrases

These are short phrases connected with a product. They are short and easy to remember. They should say something good about the product.

"American Express? That'll do nicely."

SAYS: This charge card is accepted everywhere and people will be impressed that you've got one.

"Ah! Bisto!"

SAYS: People recognise and love the smell of Bisto gravy and look forward to a meal made using it.

Repetition

Repeating things makes people remember them. Advertisers:

• Repeat whole adverts - print ads appear more than once and in different newspapers and magazines, similar ads appear in different media (TV, radio, posters, newspapers etc).
• Repeat the product name
• Repeat key words

word games

Advertisers often play games with words to make them more memorable. For example, advertisers use:

• Alliteration - this is where a number of words that start with the same letter are used

Example
Marmite uses the slogan "My Mate Marmite"

• Rhymes - this is where words that sound the same are used

Example
Pringles use the slogan "once you pop you can't stop"

• Puns - these are words or phrases with double meanings that make a sentence funny

Example
Kit Kat uses the slogan "Have a break, have a KitKat."

The word "break" has a double meaning. It is the word used to describe taking a rest from doing something and also what you do when you eat a KitKat (break off one finger of the bar at a time).

Action words

Action words have an energy about them that makes them stand out. They call people to action.

Which are the action words in these ads?

Emotive words

If something is emotive it means that it makes people feel something - for example fear, love, comfort or happiness.

Certain words make people feel an emotion or remind them of thinks that are linked to an emotion. Words like: "BEWARE", "DANGER", "RELAX", "COMFORT", "BABY", "KISS".

Which are the emotive words in this ad?

Advertisers often use words that make people feel excitement. Words like: "FREE", "NOW", "IMMEDIATELY", "TODAY", "SPECIAL".

Which words are meant to make you feel excited in this ad?

Descriptive words

Advertisers use descriptive words to try to create a picture in your mind. Words like: "GORGEOUS", "BEAUTIFUL", "BRIGHT", "GLORIOUS".

They appeal to all your senses: sight, taste, touch, hearing and smell.

Which are the descriptive words in this ad?

Informality

Advertisers often use a chatty, informal style of writing. This is easier to read and draws you in. They talk to you as though they were talking to a friend. For example, they use informal abbreviations, like "couldn't", "don't", "what's".

[show version of this example ad without the highlighting. Click to reveal version with highlighting]

Where is the example of the use of an informal style in this ad?

Break the rules

Breaking the accepted rules of grammar and punctuation (within reason!) is used to add impact.

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