English Term 2

• Context


  Type of situation or setting in which behaviours and other environmental patterns impact interaction with the text. The writer should visualize or forecast audience context.
• Audience


  Specified group of potential readers. Target audience.
• Purpose


  The major goal of your writing. (to entertain, to inform, etc.)
• To broaden and improve the likelihood of a target audience member acting on the advertisement, the advertisement should be designed to be as appealing as possible using strategies such as humour or other literary techniques.
• Appeals


  Human wants or needs
• Self actualisation


  Meeting one's full potential in life (different for every person)
• Esteem


  Respect, status, recognition, strength, self-esteem
• Love/Belonging


  Friendship, intimacy, family, connections
• Safety


  Security, health, finances
• Biological & Physiological


  Food, sleep, water
• There are 22 types of appeals that advertisers use. Personal appeal, social appeal, emotional appeal, humour appeal, Fear appeal, Sexual appeal, Romantic appeal, Endorsement appeal, Youth appeal, Popularity appeal, Musical appeal, adventure appeal, potential appeal, Brand appeal, Scarcity appeal, testimonial appeal, status appeal, statistics appeal, beauty appeal, transparent appeal, natural appeal.
• Pathos: an appeal to emotion


  An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the 'wrong' mattress. Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to send money.
• Logos: an appeal to logic or reason


  An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the 'straight facts' about the product: 'One glass of Florida orange juice contains 75% of your daily Vitamin C needs'.
• Ethos: an appeal to credibility or character


  An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Ethos often involves statistics from reliable experts, such as 'nine out of ten dentists agree that Crest is the better than any other brand' or 'America's dieters choose Lean Cuisine'. Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones makes us want to switch to T-Mobile.
• Persuasive techniques


  Humour, stats, hyperbole
• Imagery


  To describe well enough to create an image in the readers' head
• Alliteration


  Repeating the same first letters over and over multiple times