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English Online. Every child literate - a shared responsibility.
Ministry of Education.

Learning task 2: Verbal and visual techniques

  • Students select and discuss two different advertisements.

    • What is the same?
    • What is different?
    • How has colour been used?
    • What words and/or images have been used?
    • Who is the advertisement trying to persuade and how is this done?
    • Who is the targeted audience?
    • Does the advertisement use language (RTF 7KB) (puns, hyperbole, cliches, metaphors, similes, adjectives and emotive language) to attract readers' attention?

     

    See:

     

  • List the verbal and visual features identified by the students (for example; colours, images, logos, slogans, layout, graphics, words). 
  • Over several sessions students discuss and record the verbal and visual techniques used, and select advertisements that have communicated their purpose to the targeted audience by:

    • persuading others to do something by letting them know how others are doing it;
    • using the words/photo of a famous person to persuade them;
    • using the names/photos of famous people, but not direct quotations;
    • repeating product name several times;
    • appealing to emotions eg. fear, love.

    Select three advertisements which represent three of these techniques. These advertisements to be displayed and commented on by the students in the class. Encourage the students to read closely the persuasion tactics used and observe language used to sell a product:

     

    "buzzwords" - new, free, save, real, homemade, sale, easy, taste, hurry, improved, more, better, urgent, free gift, save you dollars.

     

    Label the class displays with the persuasion tactics used by the advertisers.

     

  • In groups of three or four brainstorm ideas for a suitable product, and a name for this product. Targeted audience to be 10 to 14 year old boys and girls.
    • Discuss and plan the words and images, symbols, colour, which will be used in the advertisement.
    • Discuss the techniques, which will be used to persuade?
    • Discuss the media to be used, collage, crayon and dye, paint.
    • Design an advertisement.

Published on: 06 May 2009




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