Advertising & persuasion

To persuade you to buy, choose or believe in something.

Any of: slogan, brand name/logo, USP, a persuasive image, a call to action.

A short, memorable phrase that sums up a brand.

Unique selling point — the one thing that makes a product stand out.

A line telling the reader exactly what to do next (buy now, join today).

Any of: imperatives, direct address, flattery/aspiration, FOMO, contrast, bandwagon.

A feeling or identity (confidence, belonging, freedom) attached to the product.

Fear of missing out — 'limited', 'don't get left behind' — pushing you to act fast.

Naming the feeling sold and showing how words and image build it together.

In adverts the image often does much of the persuading — analyse them together.

Few words + bold design (big image, size, colour).

Importance — the biggest element is the main message.

They have only seconds to catch a passer-by, so short and bold lands fastest.

The bit telling you what to do next — donate, learn more, a date or QR code.

A short punchy line, one big image, and size/colour used for emphasis.

Say what the colour DOES to the viewer (red = alarm), not just that it's there.

There's little text, so the design (size, colour, image, layout) carries most of the meaning.

Makes the cause feel personal; direct eye contact pulls the viewer in.

‘What did they make biggest, and why?’

Listing colours/features without saying what each one does to the viewer.

A print text that informs and sells at once — facts wrapped in persuasion.

Informs (facts, headings) and sells (positive words, images, call to action).

With positive word choices — ‘cosy’, ‘breathtaking’, ‘just steps away’.

It's persuading; selecting the appealing side makes the offer look ideal.

Headings/bullet points, positive selling language, and a call to action.

It re-dresses the flaw of ‘small’ as a charm.

‘How does it make plain facts feel appealing?’

Speaks to the reader (‘your perfect escape’) so the offer feels personal.

Both persuade; a brochure carries more information alongside the selling.

Treating it as pure information and missing the persuasive word choice.

A text that rallies people to act — vote, sign, join — through persuasion.

A short, memorable, repeatable line that sticks and spreads the message.

A ‘we’ against a ‘they’ builds unity and gives readers a side and an enemy.

Stir hope, anger or pride so readers feel moved to act, over careful detail.

A memorable slogan, ‘us vs them’ framing, and a clear call to action.

Builds rhythm and momentum, hammering one idea until it sticks.

‘How does it make me feel part of something and act?’

The whole point is to move people — it tells them exactly what to do.

An editorial argues an opinion; campaign material rallies you to take a specific action.

Summarising the cause instead of analysing the rhetoric that rallies the reader.

It's written to be heard aloud by a live audience — sound, rhythm and direct address matter.

To persuade or inspire — to change how a live audience thinks, feels or acts.

The art of persuasive speaking or writing.

Repeating the same words at the start of successive lines, for rhythm and force.

A group of three, for rhythm and emphasis.

Two opposite ideas balanced against each other.

It unites the speaker and the crowd into one team.

What its sound does to the listening audience — not just that it's there.

The choices are built for the ear — you spot where the crowd would cheer or pause.

Build to a climax — track how the rhythm and force rise.