Analysing and Advertisement

Purpose of Advertisements

Advertisements aim to:

• Persuade people to buy a product (e.g., food, clothing).
• Encourage action (e.g., voting, quitting smoking).
• Announce events (e.g., Mandela Day, sports events).
• Inform the public about available jobs or services.

Types of Advertisements

Printed Advertisements

• Found in newspapers and magazines (with words and images).
• Classified advertisements (short text-based ads in newspapers).
• Posters (placed on walls, poles, or notice boards).
• Flyers (loose sheets distributed to people).
• Catalogues (booklets showcasing products from a company/store).

Broadcast Advertisements

• Radio commercials
• Television and film commercials

Digital Advertisements

• On smartphones and the internet

How Advertisements Attract Attention

• Layout and colour to highlight important words.
• Humour or clever messages.
• Attractive people and places in images.
• Catchy slogans (e.g., "Betty's buns are better").
• Bargains and special offers.
• Music and sound effects (in TV and radio ads).

Key Questions When Analysing Advertisements

• What is being advertised, and how do I know?
• Who is the target audience?
• How does the design make the product appealing?
• What is the meaning of the words used?
• What does the image (drawing/photo) represent?
• Would I buy this product? Why or why not?

Important Terms Related to Advertisements

1. Slogan

A memorable phrase linked to a product (e.g., "Finger-licking good!").

2. Logo

A symbol or design representing a company (e.g., the Nike tick).

3. Font

The style and size of letters, chosen for emphasis.

4. Target Market

• The group of people the advert aims to attract (e.g., teenagers, business professionals).

5. Layout

• The way words and images are arranged to grab attention.

6. Language Use

• Word choice and style to appeal to different audiences:
  • Slang (e.g., jeans for young buyers).
  • Formal language (e.g., for business products).
  • Dramatic language (e.g., selling adventure gear).
  • Repetition (to reinforce the message).

7. Figures of Speech

• Metaphor, simile, hyperbole, onomatopoeia, puns, personification, alliteration (e.g., "Betty bakes the best buns in the world.").

8. Sound Devices

• Onomatopoeia and alliteration to create sound effects (e.g., "Shush, baby's sleeping—it's rooibos time!").

Exam Tips for Analysing Advertisements

• Understand the meaning of words and images.
• Observe how text and pictures work together to persuade.
• Notice how layout and fonts influence attention.
• Check punctuation and its effect.
• Identify figures of speech used in the advert.