L2 English Module 9 Part 1 Advertising

MACUTI TVET ENGLISH 1°’ ADDITIONAL LANGUAGE LEVEL 2 MODULE 9 ADVERTISING: WRITE TO PERSUADE AND INFORM OUTLINE: CY ADVERTISING CY LANGUAGE PILLARS S.P. MKHWANAZI Downloaded from hlayiso.com Y Y =e

ADVERTISING ADVERTISING - IS THE ACTIVITY OF PRODUCING ADVERTISEMENTS FOR COMMERCIAL PRODUCTS OR SERVICES. IT IS THE BUSINESS OF TRYING TO PERSUADE PEOPLE TO BUY PRODUCTS OR SERVICES. Downloaded from hlayiso.com

ADVERTISING PURPOSE AND PRINCIPLES OF EFFECTIVE ADVERTISING:  IT IS TO RAISE AWARENESS OF:  NEW PRODUCTS  NEW SERVICES  EXCITING EVENTS  ALSO TO ENCOURAGE CONSUMERS TO: o BUY PRODUCTS o MAKE USE OF SERVICES o ATTEND EVENTS etc. SEE PAGE 132. Downloaded from hlayiso.com

THE ‘AIDA’ PRINCIPLE Downloaded from hlayiso.com

THE AIDA PRINCIPLE  THE AIDA IS AN ACRONYM FOR A PRINCIPLE INVENTED BY THE AMERICAN SALES AND ADVERTISEMENT LEGEND.  IT IS THE IMPORTANT PART OF ADVERTISING, THAT IS USED AS AN EXCLUSIVE MODERN MARKETING APPROACH OR TOOL. 1. ATTENTION – AN ADVERTISEMENT MUST BE SEEN TO BE EFFECTIVE. IT MUST ATTRACT THE ATTENTION OF THE CONSUMER. 2. INTEREST – KEEPING THE CONSUMER’S INTERESTED, ONCE YOU HAVE THEIR ATTENTION, YOU MUST KEEP THEM INTERESTED, DO NOT BORE THEM. 3. DESIRE – MAKE YOUR PRODUCT/SERVICES IRRESISTIBLE TO THE CONSUMER, SHOW YOUR PRODUCT IN MULTIPLE SITUATIONS. 4. ACTION – GET THE CONSUMERS OUT OF THEIR CHAIRS, MAKE DEALS, AMAZING OFFERS THEY CANNOT SAY NO TO. THIS IS CLOSING THE SALE. SEE PAGE 133. Downloaded from hlayiso.com

BASIC LANGUAGE PILLARS OF ADVERTISING  ACRONYMS – SPECIFIC TYPES OF ABBREVIATIONS CONSISTING OF THE INITIALS OF A GROUP OF WORDS.  1ST INITIALS OF A GROUP OF WORDS ARE USED TO FORM 1 WORD AND THEY CAN BE PRONOUNCED AS A WORD.  THEREFORE ‘AIDA’ IS A RECOGNISED ACRONYM.  E.G. UNICEF – United Nations International Children’s Emergency Fund.  NASA – National Aeronautics and Space Administration SOME ACRONYMS ARE WRITTEN IN UPPERCASE, BUST MOST ACRONYMS START WITH UPPERCASE, FOLLOWED BY LOWERCASE e.g. Prof. Pres. Subj. (then called abbreviations). Downloaded from hlayiso.com

…  SYNONYMS – WORDS THAT HAVE THE SAME OR SIMILAR MEANING BUT SPELT DIFFERENTLY.  THEY ARE OFTEN SUBSTITUTABLE, BUT THE WORD CHOICE IS DEPENDENT ON THE CONTEXT.  E.G. ACTIVE – ENERGETIC/ BUSY  BEGIN – START  IN THIS CONTEX, COPYWRITERS CHOOSE THE PERFECT WORDS IN ORDER TO CONVEY THE EXACT MEANING NEEDED IN AN ADVERTISEMENT, SO THEY CAN PERSUADE THE CONSUMERS SEE PAGE 134. Downloaded from hlayiso.com

..  ANTONYMS – WORDS THAT MEAN THE OPPOSITE AND CAN TAKE THE FORM OF A COMPLETELY NEW WORD  IT CAN BE FORMED BY PLACING A PREFIX IN FRONT OF THE ORIGINAL WORD OR A SUFFIX AT THE END OF THE ORIGINAL WORD. IT CAN ALSO BE A DIFFERENT WORD.  E.G. FIX – UNFIX  NOISILY - NOISELESSLY  ALLOW – FORBID  PASS – FAIL Downloaded from hlayiso.com