Advertising
What does the acronym AIDA stand for in advertising?
Attention, Interest, Desire, Action.
What is the purpose of persuasive language?
To convince the audience to think, feel, or act a certain way.
What is a simile?
A comparison using “like” or “as.”
What persuasive technique is used in: “Our product is the best in the world!”
Hyperbole/exaggeration
What is onomatopoeia?
Words that imitate sounds (e.g. bang, buzz).
Explain what the target audience is for an ad?
The specific group of people the advertisement is designed to appeal to
Why might repetition be used in a persuasive speech?
To reinforce an idea and make it memorable.
Give an example of alliteration.
Freddy found his filthy footy socks at the bottom of his bag from 3 weeks ago.
Why do advertisers often use rhetorical questions?
To engage the audience and make them think without expecting an answer.
What is a logo?
A visual symbol that represents a brand or company.
What is a call to action?
A phrase that tells the audience what to do next (e.g. “Buy now!”).
What persuasive technique is used: “Think of the children!”
Emotional appeal
Words chosen to make the audience feel a strong emotion
Emotive language.
What is an oxymoron? Give an example.
Two opposite words put together (e.g. deafening silence).
Why do ads sometimes include statistics like “9 out of 10 doctors recommend…”?
To appeal to logic and credibility.
What does the term slogan mean in advertising?
A memorable phrase used to reinforce a brand’s message.
What is the difference between ethos, pathos, logos?
Ethos = credibility, Pathos = emotions, Logos = logic/reason.
Identify the technique: “The wind whispered through the trees.”
Personification
What technique is used: “Her smile was sunshine on a rainy day.”
Metaphor
How is inclusive language persuasive?
It makes the audience feel part of the group (e.g. “we,” “us,” “together”).
Explain how colour choice can influence the audience in advertising.
Colours evoke emotions and associations e.g. red = excitement or love, blue = trust, black = death
How does anecdotal evidence persuade an audience?
By using personal stories to make arguments relatable and convincing.
What is the difference between hyperbole and metaphor?
Hyperbole = deliberate exaggeration; Metaphor = a direct comparison between two things without using “like” or “as.”
What is a euphemism?
Euphemism = polite/softened expression;
A luxury car advertisement shows a slow-motion shot of the vehicle driving along a mountain road at sunrise. The voiceover says:
“Engineered for perfection. Designed for those who dare to lead.”
Identify one persuasive or language technique used here, and explain how it positions/effects the audience.
magery/visual symbolism (mountain road, sunrise) → suggests freedom, power, new beginnings.
Emotive language (“perfection,” “dare to lead”) → appeals to ambition, exclusivity, success.
Direct address/targeted audience (“those who dare”) → positions the consumer as bold, elite, and deserving of luxury.