The gist: An advert's one job is to persuade you — to buy, choose or believe. Every word and picture serves that job.
Scroll your feed for ten seconds and you pass a dozen.
🔥 “New drop.” 💸 “You deserve this.” 🛒 “48 hrs only.”
Each one wants something from you — usually your money. The clever trick: spot what feeling it's selling (cool, safe, belonging), because that's what really makes you want it.
What to look for
Slogan & brand
A short, memorable line + the brand name. ‘Just do it.’
Imperatives
Commands push you to act: ‘Grab’, ‘Discover’.
Direct ‘you’
Speaks straight to you, as if it knows you personally.
FOMO & flattery
‘Limited’ (fear of missing out); ‘you've earned it’ (flattery).
Slogan · imperatives · ‘you’ · FOMO
The key move: The best adverts sell a feeling — confidence, belonging, freedom — and stick it on the product. Name that feeling and you're analysing, not just spotting.
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Why it matters in the exam: A Paper 1 advert usually asks how it persuades or targets its audience. Reach the feeling being sold — not just ‘it persuades’.
Analyse how this advert persuades: “Block out the noise. Turn up your world. LUMA headphones — hear what matters.”
Model answer plan
See the mark-by-mark plan — for / against / judgement, with marking guidance — in study mode.
Watch out: Don't ignore the image when it's described — in adverts the picture does half the persuading. Analyse words and image together.