Topic 2.1: Advertising & persuasion Questions

Quick check to start — speech techniques that move an audience to act

Ease in — how advertisements persuade (slogan, USP, call to action)

A quick starter — how campaign material rallies people to act

Quick warm-up — reading a poster's design, not just its words

Warm up first — how a brochure informs and sells at once

Read the short campaign text, then answer. (Exam-style practice.)

Work through it in small steps — how a speaker moves an audience to act

Check your grip on the speech. Answer each part.

Check your grip on the advertisement. Answer each part.

Read the short poster text, then answer. (Exam-style practice.)

Let's build it up, one step at a time — how a poster's design and words persuade [Diagram: enga-figure {"b64": "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", "alt": "Text type: the poster", "kind": "Poster"}]

Read the short leaflet text, then answer. (Exam-style practice.)

Take it step by step — how a leaflet blends information and persuasion [Diagram: enga-figure {"b64": "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", "alt": "Text type: the brochure or leaflet", "kind": "Brochure or leaflet"}]

One step at a time — how campaign material uses rhetoric to move people to act [Diagram: enga-figure {"b64": "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", "alt": "Text type: the campaign material", "kind": "Campaign material"}]

Piece it together, step by step — how an advertisement persuades its audience [Diagram: enga-figure {"b64": "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", "alt": "A magazine advertisement: a young woman smiles at her phone on a train.", "kind": "Advertisement"}]

Build a full analysis of the text below, one step at a time. Guiding question: How does the speaker try to move the audience to act? Work through the parts — together they add up to a complete answer.

Build a full analysis of the text below, one step at a time. Guiding question: How does the leaflet combine information and persuasion to appeal to its reader? Work through the parts — together they add up to a complete answer.

Build a full analysis of the text below, one step at a time. Guiding question: How do the poster's words and design work together to persuade? Work through the parts — together they add up to a complete answer.

Build a full analysis of the text below, one step at a time. Guiding question: How does the campaign material persuade the reader to take action? Work through the parts — together they add up to a complete answer.

Build a full analysis of the text below, one step at a time. Guiding question: How does the advertisement persuade its audience? Work through the parts — together they add up to a complete answer.