L2 English Module 9 Part 2 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

EMOTIVE LANGUAGE  EMOTIVE LANGUAGE IS THE DELIBARATE CHOICE OF WORDS TO ELICIT EMOTION, USUALLY TO INFLUENCE  THE ADVERTISERS DELIBERATELY CHOOSE WORDS THAT FORCE AN UNGUARDED READER OR LISTENER TO HAVE STRONG FEELINGS ABOUT SOMETHING.  THEY CAN USE CONNOTATIVE OR DENOTATIVE WORDS.  CONNOTATIVE WORDS – COMMONLY UNDERSTOOD CULTURAL OR EMOTIONAL ASSOCIATION THAT A PARTICULAR WORD OR PHRAE CARRIES, IN ADDITION TO ITS EXPLICIT OR LITERAL MEANING. FREQUENTLY DESCRIBES AS EITHER POSITIVE OR NEGATIVE.  DENOTATIVE WORDS – TRANSLATION OF A SIGN TO ITS LITERAL MEANING, MORE LIKE THE DICTIONARY DEFINITION. THE DENOTATIONAL MEANING OF A WORD IS PERCEIVED THROUGH VISIBLE CONCEPTS. SEE PAGE 135. Downloaded from hlayiso.com

WE HAVE DIFFERENT TYPES OF ADVERTISEMENTS (5) 1. DISPLAY ADVERTISEMENTS 2. CLASSIFIED ADVERTISEMENTS 3. POSTERS 4. PAMPHLETS 5. NOTICES Downloaded from hlayiso.com

DISPLAY ADVERTISEMENTS  A DISPLAY ADVERTISEMENT IS A PRINT ADVERTISEMENT THAT TAKES UP AT LEAST HALF A PAGE.  WORDS AND PICTURES ATTRACT ATTENTION AND PERSUADE CONSUMERS TO BUY A PRODUCT OR USE A SERVICE.  THE PURPOSE OF ADVERTISING IS TO MAKE CONSUMERS AWARE OF A NEW PRODUCT OR A BRAND.  TWO IMPORTANT WAYS OF DOING THIS ARE BY USING:  EYE CATCHING LOGOS  UNFORGETTABLE SLOGANS  A SLOGAN IS A WORD OR PHRASE THAT IS EASY TO REMEMBER AND IT SUMS UP WHAT IS GREAT ABOUT A PRODUCT. A GOOD SLOGAN WILL STICK IN THE MINDS OF THE CONSUMERS AND REMIND THEM OF THE EXISTENCE OF A BRAND OR A PRODUCT.  A LOGO IS A PRINTED DESIGN OR SYMBOL THAT REPRESENTS THE VALUES OF A COMPANY OR ORGANIZATION. Downloaded from hlayiso.com SEE PAGE 136.

CLASSIFIED ADVERTISEMENT  A CLASSIFIED ADVERTISEMENT IS A FORM OF ADVERTISING THAT IS COMMON IN NEWSPAPERS, MAGAZINES, ONLINE AND OTHER PUBLICATIONS WHICH MAY BE SOLD OR DISTRIBUTED FREE OF CHARGE.  CLASSIFIED ADVERTISEMENTS ARE MUCH CHEAPER THAN LARGER DISPLAY ADVERTISEMENTS USED BY ADVERTISERS.  THESE OFTEN USE INSIGNIFICANT PRINT AND ARE WRITTEN IN A WAY THAT PUTS AS MUCH INFORMATION IN THE SLIGHTEST POSSIBLE AMOUNT OF WORDS OR CHARACTERS.  THEY ARE TYPICALLY SHORT, AS THEY ARE CHARGED FOR BY THE LINE OR WORD AND ONLY CONTAIN THE MOST STRAIGHTFORWARD INFORMATION.  CLASSIFIED ADVERTISEMENTS USE ABBREVIATIONS, AND THEY OFTEN USE A SINGLE WORD FOR A PHRASE, (one word instead of a sentence) TO SAVE SPACE AND ALSO SAVE MONEY. SEE PAGE 139 Downloaded from hlayiso.com

POSTERS  A POSTER IS A TEMPORARY PROMOTION OF AN IDEA, A PRODUCT, A SERVICE OR AN EVENT. IT IS MOSTLY PUT UP IN A PUBLIC SPACE FOR A MASS INTAKE, FOR A LARGE NUMBER OF PEOPLE TO SEE IT.  THEY INCLUDE BOTH TEXTUAL AND GRAPHIC ELEMENTS, ALTHOUGH THEY MAY BE EITHER WHOLLY GRAPHICAL OR WHOLLY TEXT. PURPOSE:  TO PRESENT DIRECT AND CLEAR INFORMATION IN A LARGE, EASY TO READ FORMAT.  OUTLINE SIGNIFICANT FACTS IN A VERY BRIEF LAYOUT.  FEATURES OF EFFECTIVE POSTERS:  THEY SHOULD BE OBVIOUSLY VISIBLE, SUMMARIZED, USE IMAGES AND WORDS, BE EYE-CATCHING AND FULL OF COLOR.  ALL THE INFORMATION SHOWN ON A POSTER SHOULD BE SHORT OR ABBREVIATED.  USE THE AIDA PRINCIPLE: (to draw peoples attention, they should put important pictures and words on top of the sheet).  A USE OF UNIQUE FONT OR GRAPHICS AND USE COLORS THAT ARE NOTICABLE AND ATTRACTIVE.  THE IMAGES THAT ARE USED SHOULD BE IN LINE WITH THE MESSAGE CONVEYED IN THE POSTER. SEE PAGE 142 Downloaded from hlayiso.com

PAMPHLETS  A PAMPHLET IS AN UNBOUND BOOK, THAT MAY CONSIST OF A SINGLE SHEET OF PAPER THAT IS PRINTED ON BOTH SIDES AND MAY BE FOLDED.  IT IS A SMALL FLIER, BOOKLET, BROCHURE OR A LEAFLET CONTAINING IFORMATION ABOUT A SERVICE OR PRODUCT.  MOST ADVERTISERS USE PAMPHLETS TO ADVERTISE THEIR SERVICES OR PRODUCTS, MOSTLY BECAUSE THEY ARE A CHEAPER WAY OF ADVERTISING AND THEY CAN DISTRIBUTE THEM ANYWHERE THEY WANT.  PAMPHLETS ARE LIKELY COLOURFUL, CONSISTS OF BOTH LETTERS AND IMAGES.  THEIR WRITING IS STRESS-FREE TO RECITE, VERY VIBRANT AND OUTLINED IN A BRIEFED LAYOUT IN ORDER TO SAVE SPACE. SEE PAGE 145. Downloaded from hlayiso.com

NOTICES  A NOTICE IS AN ANNOUNCEMENT OR HINT OF SOMETHING APPROACHING. IT IS A SHORT- ON PLACARD BROADCAST THAT PROVIDES INFORMATION ABOUT EVENTS OR GUIDELINES.  NOTICES ANNOUNCE EVENTS OR ISSUE OUT INSTRUCTIONS, THEY ARE USUALLY PINNED ON A NOTICE BOARD.  THEY ARE USED FOR DIFFERENT PURPOSES:  TO ASK FOR PARTICULAR INFORMATION  INFORM ABOUT SOMETHING  LURE RESPONSE TO A CAUSE OF GOOD INTENTIONS  TO GIVE OUT GUIDELINES OR INSTRUCTIONS  THEY SHOULD HAVE:  A STRAIGHT FORWARD AND CLEAR HEADING  DATE OF ISSUE IS OUGHT TO BE SPECIFIED  MUST HAVE AN EYE-CATCHING TITLE  WHO DISPENSED THE NOTICE ..etc. Downloaded from hlayiso.com See page 145. THE END!!