Introduction
Dear learners, please watch the following YOUTUBE video on the matter of Visual Literacy to familiarize yourself with basic knowledge before approaching the activity:
Task
ADVERTISEMENT ANALISATION
Study the following advertisement and answer the questions that follow based on it:
You are an advertising campaign manager at a big advertising firm in Cape Town. One of your employees approach you with this advertisement for you to evaluate. You need to check if it passes all the advertising technical aspects before it gets the green light to be published. You do this by answering the following questions:
- What type of product is being advertised?
- What is the brand?
- Explain why this advertisement is successful in implementing the A.I.D.A concept (Explain in your own words and do not use more than 50 words)
- What persuasive technique do you see the advertiser using?
- What idea is the advertisement trying to convey to customers with the illustration of the burned French fry?
- Write down the slogan of the brand.
- Who do you believe the target market is for this product?
Process
LANGUAGE NOTES: ADVERTISING
Advertising terms/definitions
Logo
a symbol or other small design adopted by an organization to identify its products.
Example: Adidas have the 3 stripes shaped like a triangle.
Slogan
a short and striking or memorable phrase used together with the product/logo.
Example: Nike’s slogan is Just Do It
Target Market
At whom is the advertisement directed?
Example: children, teenagers, housewives, people who exercise, people over the age of 65, car owners, etc.
Persuasive technique
the methods or persuasive strategies used by creators to persuade the audience to agree with certain ideas or thoughts. Using creativity, emotion, reason, fact or opinion to try and convince the person to buy.
Example: CORENZA C uses recent statistics of the rise in colds and flu to convince people to buy their colds & flu tablets for winter.
Catch Phrase
Short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.
Example: MWEB uses the catch phrase “Make Your Home the Ultimate Hot Spot”. This is a playful use of words to show that with their home modem, your house will be not only an internet hotspot, but also a cool hotspot to be because of internet access.
A.I.D.A
Attention – grab the attention of the buyer
Interest – hold the consumer’s interest
Desire – create a desire to possess the advertised product
Action – move the buyer to go and buy the product
Evaluation
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Question 1 |
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Provide what kind of product it is (2 marks) |
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Question 2 |
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Provide the name of the product (2 marks) |
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Question 3 |
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A – Provide the meaning of 'A' in acronym (1 mark) I – Provide the meaning of 'I' in acronym (1 mark) D – Provide the meaning of 'D' in acronym (1 mark) A – Provide the meaning of 'A' in acronym (1 mark) |
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Question 4 |
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Provide type of persuasive technique (2 marks) |
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Question 5 |
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Provide meaning of illustration (4 marks) |
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Question 6 |
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Provide slogan (2 marks) |
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Question 7 |
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Provide target market (1 mark) |
Conclusion
The mission of this task is to help you analyze a basic advertisement as part of your 'visual literacy' component for CAPS. It will give you more understanding about the A.I.D.A. concept. In the next class we will be looking at the informal letter format. We will also look at parts of speech later on in the week.
Credits
Excluding Heinz product picture and introduction YouTube video, all work depicted in this webquest is original.
Teacher Page
Dear learners,
For any further enquiries contact me on daryllekay209030798@gmail.com.
Alternatively, you can book a consultation session during intervals.