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What is the purpose of an advertisement?
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All Flashcards in Topic 2.1
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2.1.110 cards
What is the purpose of an advertisement?
To persuade you to buy, choose or believe in something.
Name three features of an advert.
Any of: slogan, brand name/logo, USP, a persuasive image, a call to action.
What is a slogan?
A short, memorable phrase that sums up a brand.
What is a USP?
Unique selling point — the one thing that makes a product stand out.
What is a call to action?
A line telling the reader exactly what to do next (buy now, join today).
Name three persuasive techniques in adverts.
Any of: imperatives, direct address, flattery/aspiration, FOMO, contrast, bandwagon.
What do the best adverts really sell?
A feeling or identity (confidence, belonging, freedom) attached to the product.
What is FOMO in an advert?
Fear of missing out — 'limited', 'don't get left behind' — pushing you to act fast.
What lifts an advert analysis to the top band?
Naming the feeling sold and showing how words and image build it together.
Why analyse the image as well as the words?
In adverts the image often does much of the persuading — analyse them together.
2.1.210 cards
What two things does a poster mainly rely on?
Few words + bold design (big image, size, colour).
On a poster, what does size usually signal?
Importance — the biggest element is the main message.
Why do posters use so few words?
They have only seconds to catch a passer-by, so short and bold lands fastest.
What is a 'call to action' on a poster?
The bit telling you what to do next — donate, learn more, a date or QR code.
Name three poster features to analyse.
A short punchy line, one big image, and size/colour used for emphasis.
How do you turn a colour into analysis?
Say what the colour DOES to the viewer (red = alarm), not just that it's there.
Why analyse the design, not just the words, on a poster?
There's little text, so the design (size, colour, image, layout) carries most of the meaning.
What does a single close-up face on a poster do?
Makes the cause feel personal; direct eye contact pulls the viewer in.
First question to ask of any poster?
‘What did they make biggest, and why?’
Common poster-analysis mistake?
Listing colours/features without saying what each one does to the viewer.
2.1.310 cards
What is a brochure/leaflet (as a text type)?
A print text that informs and sells at once — facts wrapped in persuasion.
What two jobs does a brochure do?
Informs (facts, headings) and sells (positive words, images, call to action).
How does a brochure ‘sweeten’ facts?
With positive word choices — ‘cosy’, ‘breathtaking’, ‘just steps away’.
Why show only the best bits?
It's persuading; selecting the appealing side makes the offer look ideal.
Name three brochure features.
Headings/bullet points, positive selling language, and a call to action.
How does ‘cosy’ work for a small room?
It re-dresses the flaw of ‘small’ as a charm.
First question to ask of a brochure?
‘How does it make plain facts feel appealing?’
What does direct address do in a brochure?
Speaks to the reader (‘your perfect escape’) so the offer feels personal.
Brochure vs advert?
Both persuade; a brochure carries more information alongside the selling.
Common brochure-analysis mistake?
Treating it as pure information and missing the persuasive word choice.
2.1.410 cards
What is campaign material?
A text that rallies people to act — vote, sign, join — through persuasion.
What is a slogan?
A short, memorable, repeatable line that sticks and spreads the message.
How does ‘us vs them’ persuade?
A ‘we’ against a ‘they’ builds unity and gives readers a side and an enemy.
What do emotive appeals do?
Stir hope, anger or pride so readers feel moved to act, over careful detail.
Name three campaign features.
A memorable slogan, ‘us vs them’ framing, and a clear call to action.
What does repetition do in a campaign?
Builds rhythm and momentum, hammering one idea until it sticks.
First question to ask of campaign material?
‘How does it make me feel part of something and act?’
Why always a call to action?
The whole point is to move people — it tells them exactly what to do.
Campaign material vs editorial?
An editorial argues an opinion; campaign material rallies you to take a specific action.
Common campaign-analysis mistake?
Summarising the cause instead of analysing the rhetoric that rallies the reader.
2.1.510 cards
What makes a speech different from other texts?
It's written to be heard aloud by a live audience — sound, rhythm and direct address matter.
What is the usual purpose of a speech?
To persuade or inspire — to change how a live audience thinks, feels or acts.
What is rhetoric?
The art of persuasive speaking or writing.
What is anaphora?
Repeating the same words at the start of successive lines, for rhythm and force.
What is a tricolon?
A group of three, for rhythm and emphasis.
What is antithesis?
Two opposite ideas balanced against each other.
Why does inclusive 'we' work in a speech?
It unites the speaker and the crowd into one team.
What should you analyse about repetition in a speech?
What its sound does to the listening audience — not just that it's there.
Why 'hear' a speech when you analyse it?
The choices are built for the ear — you spot where the crowd would cheer or pause.
What do speeches often do across an extract?
Build to a climax — track how the rhythm and force rise.
Topic 2.1 study notes
Full notes & explanations for Advertising & persuasion
English A Lang & Lit exam skills
Paper structures, command terms & tips
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