English FAL Level 3 Module 10

English: First Additional Language NQF 3 Downloaded from hlayiso.com English FAL NQF Level 3

Advertising Module 10 Downloaded from hlayiso.com English FAL NQF Level 3

Overview • Advertisements • Advertising terminology • AIDA principle • Job advertisements • Print advertisements • Radio and television advertisements • Fact and opinion • Literal and figurative language Downloaded from hlayiso.com English FAL NQF Level 3

Advertising Definition Advertisements promote products, usually by emotive and persuasive means. Successful advertisements use: Creativity Emotion Reasons Fact or Opinion Downloaded from hlayiso.com English FAL NQF Level 3

Advertising Downloaded from hlayiso.com English FAL NQF Level 3

Advertising terminology Logo Slogan Can you define Copy each of the following terms? Graphics Downloaded from hlayiso.com English FAL NQF Level 3

Advertising terminology Logo - picture/graphic used as an identifying symbol or signature for a brand Slogan - short, memorable phrase that is associated with a brand Copy - written information Graphics - illustrations, pictures or photographs Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.1 Module 10 Test your knowledge of this section by completing Learning activity 10.1 on page 166 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

The AIDA principle advertising theory A ttention I nterest D esire A ction Downloaded from hlayiso.com English FAL NQF Level 3

The AIDA principle Attention Explanation • An advertisement should always grab the consumer’s attention. Downloaded from hlayiso.com English FAL NQF Level 3

The AIDA principle Interest Explanation It is not enough simply to grab the consumer’s attention. The advertisement should arouse the interest of the reader making him or her want to know more. Downloaded from hlayiso.com English FAL NQF Level 3

The AIDA principle Desire Explanation • Advertisements should create a desire for a product, or a state of mind such as happiness, safety, belonging. Downloaded from hlayiso.com English FAL NQF Level 3

The AIDA principle Action Explanation • The reader should want to act on what he or she has read in the advertisement. Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.2 Module 10 Test your knowledge of this section by completing Learning activity 10.2 on page 167 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

Job advertisements • Job advertisements advertise positions available. • Applicants can find job advertisements in newspapers and on the internet. Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.3 Module 10 Revise discussion by referring to Module 3. Test your knowledge of this section by completing Learning activity 10.3 on page 168 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

Print advertisements Print advertisements are found in magazines, newspapers and such similar texts. The following are important when you read print advertisements: 1 Font choice and size The type of font and its size will attract the attention of the reader, because the visual aspect of advertising is used to influence and persuade consumers. 2 Visuals Selection of colour and even the placing of the visual elements also has meaning. The creator of the advertisement will consider how these can best influence the reader. 3 Emotive and manipulative language The advertiser aims to manipulate the reader into believing that the product or service advertised is better than others, and for the reader to act on that ‘knowledge’. Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.4 Module 10 Test your knowledge of this section by completing Learning activity 10.4 on page 169 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.5 Module 10 Revise modal verbs by referring to Module 6. Test your knowledge of this section by completing Learning activity 10.5 on page 171 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

Radio and television advertisements Radio advertisement Relies on hearing to persuade the consumer. Television advertisement Relies on hearing and sight. Downloaded from hlayiso.com English FAL NQF Level 3

Techniques used in radio and television advertisements Tone Pace The tone of voice This refers to the influences the way tempo (speed) at the listener which the speaker perceives the delivers the product. advertisement. Body language Emotive and is an important manipulative aspect in television language advertisements and This refers to print advertisements language that is because it helps us chosen deliberately understand what is to influence the going on. target audience. Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.6 Module 10 Test your knowledge of this section by completing Learning activity 10.6 on page 172 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.7 Module 10 Test your knowledge of this section by completing Learning activity 10.7 on page 172 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.8 Module 10 Revise active and passive voice by referring to Module 7. Test your knowledge of this section by completing Learning activity 10.8 on page 173 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.9 Module 10 Revise conditionals by referring to Module 7. Test your knowledge of this section by completing Learning activity 10.9 on page 174 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

Fact and opinion A An fact opinion is a piece of information that is is your idea or belief about known to be true. something. Facts can be verified by a third You must base your opinions party, but opinions cannot. on your understanding of the facts relating to the matter under discussion. Downloaded from hlayiso.com English FAL NQF Level 3

Fact and opinion Fact: Opinion: The sun rises every day. Sunrises over the sea are more beautiful than sunrises in the desert. Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.10 Module 10 Test your knowledge of this section by completing Learning activity 10.10 on page 174 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.11 Module 10 Test your knowledge of this section by completing Learning activity 10.11 on page 175 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

Literal and figurative language The child The child ran ran fast. as fast as the wind. When we use Whereas, literal language figurative language we expect it to mean exactly what is often used when things are meant to we say. be exaggerated or if there is a deeper • The literal meaning of a word is meaning to be found beyond the its basic original meaning. original meaning. • A figurative word or phrase is used in a different way from its usual meaning, making a text more interesting. Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.12 Module 10 Test your knowledge of this section by completing Learning activity 10.12 on page 176 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

Learning activity 10.13 Module 10 Test your knowledge of this section by completing Learning activity 10.13 on page 177 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

VIDEO: Digital Advertising Downloaded from hlayiso.com English FAL NQF Level 3

Summary of module 10 Downloaded from hlayiso.com English FAL NQF Level 3

Formative assessment Module 10 Test your knowledge of Module 10 by completing the Formative assessment on page 178 of your Student’s Book. Downloaded from hlayiso.com English FAL NQF Level 3

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