GRADE

10

English HL
Term 1

1
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 3. Ads, ads, ads

Lesson 1

FET baseline assessment

Complete the FET baseline assessment on Moodle as directed by your teacher.

Lesson 2

Advertisers and politicians share something in common in that both are trying to get you to
believe in something and to take action. An advert may make you think you will be more
popular if you wear brand name clothes creating a desire in you to buy the product being
offered; whilst politicians may try to convince you to believe in their party’s beliefs and to vote
for them. Teaching media literacy is a skill that develops critical thinking. This skill allows you
to question the world in a constructive manner in order to find the truth in what you are looking
at instead of accepting things at face value. In this module, you will be learning how analyse
advertisements and spot the techniques being used to influence your emotions and
decisions.

Features of advertising

An advertisement promotes a product, usually by using emotive and persuasive language

and visual techniques. The aim of advertising is to create interest and convince the buyer that
they cannot go without this product.

Watch this short video on the history of advertising1.

Discuss these questions based on information found in the video:

1. Did anything stand out as surprising or interesting from the video? Why?

2. In the video the narrator says that companies like Kodak “began selling
their brand not just their product”. What do you think this means?

3. Why do you think psychologists were used in the advertising industry in

the 1960s?

4. How has the internet and modern technology changed advertising?

1
https://youtu.be/7d3VAYGnXjY?si=uhClxPej6KFk1iBe [Accessed: 12 February, 2021]

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 Advertising terminology

Terminology Explanation

There are many different forms of advertisements, and the type of advertisement that
is used depends largely on the brand, intention, and the target audience.
Medium
Examples of advertising medium:
TV, radio, print, newspaper, online popup, SMS, billboards, social media posts.

Advertising is aimed at a specific audience of potential customers which defines how

Target
the product is advertised and sold. This can include: age, gender, race, economic
audience
standing, social class, geographic location, specific jobs, etc.

A direct form of advertising where the audience is encouraged or even commanded to

‘buy one today’ or the price of the product is very clearly indicated. Other techniques
Hard sell
used to urge customers to buy include ‘limited offers’; ‘special offers’ or ‘buy one – get
one free’ deals.

A more subtle approach where the audience is not directly told to buy something;
Soft sell instead, they are encouraged to buy something or to be aware of a brand through the
use of emotive language or appealing visual images.

Logo An image associated with a company or brand.

A memorable ‘catch phrase’ associated with a brand, often repeated and part of a
Slogan
brand identity.

A group of advertisements that have a common product, brand, or theme. They

Campaign generally tie in with one another and have a common thread throughout – allowing for
a repeated idea.

The subtle way of making sure that a product stays ‘Top of Mind’ because the
Product
audience sees a specific brand or product in situations that do not come across
placement
immediately as advertisements.

Complete the quiz on this terminology on Moodle.

The rhetorical triangle

One of the ways that advertisers ensure that their adverts are effective, is by appealing to an
audience on a number of levels. The rhetorical triangle devised by Aristotle thousands of
years ago is still being used today as a guide to engaging an audience on different levels in
an effort to persuade them of your argument (or the value of your product or brand in
advertising). This triangle consists of three different appeals:

3
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These three concepts are defined below.

These three broad categories can be found in adverts as the following specific features:

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 Feature Explanation

Adverts that flatter or compliment consumers, and play on their sense of vanity for
Flattery example, an ad for expensive hair products may say ‘You are special and unique –
your hair deserves the best’.

Claims of ‘The best’ – products and services will make claims of their success and therefore
success appeal to the audience.

Having a perceived expert endorse a product to lend the product or service more
Expert opinion credibility, like a dentist explaining why a new toothpaste is the best product on the
market.

Lifestyle
‘You will be healthier’, ‘you will be cooler’, ‘this will make your life easier’
appeal

Celebrity The use of celebrities to promote a product or service by paying the celebrity to
endorsement endorse a brand or product.

A newer form of celebrity that has a social media presence and following, who are paid
Influencers
to create content and mention specific brands or products.

Appeals to the idea of ‘Fear of Missing Out’ – people want to be in on the trend, and
Bandwagon
want to use products that others use and recommend.

Emotional
Human needs or appealing to people’s fears.
appeal

Audiences are proven to be more likely to buy a product if they are presented with
Facts and
facts and statistics. A product or company can, however, be selective and biased in
statistics
which facts and statistics to present.

Appealing to the audience’s love for their country – this can be done using vernacular,
Patriotism
national icons, images, and the flag.

‘Buy one get – one free’

Promotion
‘Get 20% off if you sign up today’

Nostalgia Appeals to fond memories of ‘the good old days’.

Activity: Group the above features under the headings of ethos, pathos, and logos.

Features of advertising quiz

Complete the quiz on Moodle.

5
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 Lessons 3 - 4

AIDA, Maslow’s hierarchy, persuasive language

The AIDA principle has been used in advertising since the late 19th century. It refers to the
following:

The advertisement should grab the attention of the buyer. This can be done in many
A ttention different ways, humour, drama, suspense, irony, etc.

The advertisement should sustain the audience’s interest. After grabbing their
I nterest attention, the advertisement should draw them in to look more closely at the advert or
to read the text. The advert can do this by appealing to a specific need.

The advertisement should create a desire to possess the advertised product. The ad
D esire should communicate the WHY: why does the audience need to pay attention and be
persuaded by the ad?

The advertisement should spur the buyer to take action by buying the item or finding
A ction out more. This is the call to action that all marketing executives will insist on.

Advertisers try to convince consumers that their products will help them to fulfil one or more of their
basic needs or that they are essential for survival. Advertisers also try to convince consumers that
they need what they are selling, as opposed to just wanting the thing being advertised.2

According to Maslow, people have specific needs starting with basic physiological needs (at
the base of the pyramid) and ending with internal needs (at the top of the pyramid). If an
advertisement can tap into one of the levels of need on this pyramid, it has a good chance of
getting the audience to respond favourably.

2
https://www.researchgate.net/figure/Abraham-Maslows-Levels-of-Needs-Theory_fig1_357404498 [Accessed: 21/01/2024]

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 Maslow’s hierarchy quiz

Complete the Maslow’s hierarchy quiz on Moodle.

Persuasive language

An advertisement promotes a product, usually by using emotive and persuasive language

and visual techniques. The aim of advertising is to create interest and convince the buyer
that they cannot go without this product.

Feature Purpose

Focal point Think carefully about what the focus of the advertisement is.
The focal point should be clear – if everything is in focus, then there is no focal point to
grab the audience’s attention.
What is the focus of the image? What is the focus of the text? How can you design the
advert to create a better focus?

Colour Any use of colour should be made with a clear meaning and intent.
Certain colours have associations with different moods and emotions, as well as
different psychological effects.

Copy Make sure that your text is concise and clear – too much text can clutter a design and
confuse your audience with too much information.

Typography Choosing your font is just as important – think of the design, ease of reading, size,
boldness, and colour.

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 3

Writing for advertisements – the copy

The writing found in advertisements is called ‘copy’. Don’t be confused. When someone uses
the word ‘copy’ when referring to advertisements, they are talking about the text on the page.
They’re not talking about plagiarism! The writing for advertisements employs all the
persuasive techniques we have mentioned as its sole purpose is to elicit a favourable
response in the reader. The infographic below contains five commonly used techniques.

3
https://studyonline.rmit.edu.au/blog/15-advertising-techniques-for-tech-era [Accessed: 4 December, 2021]

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4

Quiz on designing ads

Complete the quiz on ‘Designing Ads’ on Moodle

4
https://studyonline.rmit.edu.au/blog/15-advertising-techniques-for-tech-era [Accessed: 4 December, 2021]

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 Lessons 5 - 6

The changing world of ads

Gone are the days of newspaper ads and magazine spreads –

advertising and marketing has become the industry that drives some of
the biggest parts of the world’s economy. Most of this growth in
advertising is linked to the advent of the internet and social media
platforms. Users are exposed to social media advertising every day, and
data collection and advertising targets have become increasingly
sophisticated.
In a world where advertising is adapting and so prevalent, it becomes
important to learn how to identify when advertising is trying to persuade
and manipulate us.

Social media advertising

Read and analyse the following sources related to social media advertising.

How to tell a social media post is an ad5

Being able to identify an ad on social media helps us to understand where
the posts on our feed are coming from.
Social media posts and social media ads may seem like the same thing to
many of us. However, knowing the difference can help us to decide whether
or not we trust what we’re seeing online, or at least have a better
understanding of where the things on our social media feeds are coming
from.
What are social media posts?

5
https://spunout.ie/life/privacy-security/social-media-post-ad [Accessed: 11 December, 2021]

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A social media post is the content that is posted onto a profile or page on a social networking site
such as Facebook, Instagram, or X. This includes the things that you or your friends share on social
media, like a picture on Instagram, a status update on Facebook, or a snap on Snapchat.
Businesses and organisations also create social media posts for their pages. These posts will be
shown to you when you visit their profile or will show up in your own feed if you have followed them.
In marketing terms, this is an ‘organic’ post, which means it reaches an audience without any money
behind it.
What are social media ads?
Social media ads are posts that a company has paid to show to a larger number of people. This can
include ads that you see on Facebook, Instagram, Snapchat, and X.
This is why you might sometimes see a post on Instagram or Facebook from an account you don’t
follow. Usually, the ad will appear as ‘sponsored’ on your feed, and sometimes extra buttons will be
added to the post, like ‘see more’ or ‘learn more’. This is usually seen on Facebook and Instagram
ads. Looking out for these terms can help you to identify whether or not you’re looking at a paid
post or an organic post.
Influencer ads
Sometimes, bloggers or influencers might post ads on their social media feeds. These kinds of ads
might look like a normal ‘organic’ post, but they have actually been paid to share it, or they have
received something for free in exchange for posting about it. Under the Advertising Standards
Authority of Ireland (ASAI) guidelines, they must clearly say in their post that they have been paid –
but this doesn’t always happen. Learn more about influencers here.
How do they decide who sees the ad?
People creating social media ads use something called ‘demographic targeting’ to decide who will
see their ad. This means they can choose the location, age range, gender, and even interests of the
person to show the ad to. For example, an ad for a sporting goods company might target their posts
at both males and females age 18-24 living in Cork, with an interest in running, cycling, swimming,
football, and rugby.
Other kinds of targeting
Demographic targeting is just one of the ways that advertisers decide who will see their ad. They
can also look at things like the type of phone you have, the language your phone is set to, and even
if you’re using WiFi or data.
The pages you follow, the things you search for, and the websites you visit help to determine what
your interests are. Your internet history also helps the system to predict your age and gender if they
are not already provided on the social networking site that you use. If you say where you live on your
profile, or if you have not turned off location sharing on your device (it is often switched on by
default), the website can determine where you are.
This is why it’s important to regularly check your privacy settings on your devices and social media
sites to ensure that you’re only sharing the information that you want to share.
Are social media ads a bad thing?
There is not necessarily anything wrong with a social media ad. Whoever has paid for it simply wants
more people to see what it is that they’re promoting, and it can help people find the products they
need or a website that they’re interested in. Many people in the digital marketing business would
argue that their targeting methods can help to make sure you’re only seeing ads that you’re
interested in, rather than ads that are completely irrelevant to you.
However, if you have seen an ad, it’s worth taking time to think about how it ended up in front of
you, and also consider why they want to you to see it. What information have you shared about
yourself that led to this ad appearing on your feed? Are they trying to sell you a product, or is it
politically motivated? What do you know about the page behind the ad, and can you trust them?

11
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Asking yourself these questions can help you to better understand the things that appear on your
social media feeds every day, and can help you to make better decisions about the things that you
do around the ads that you see.
The ads we see on our feeds are not always from brands or organisations we know and trust. Anyone
can create a business profile on social media and start creating ads. Always pay attention to who is
behind the ad and look for more information on the organisation. If you don’t trust it, report it to the
social media site.

Why social media?

It’s all about the audience and the reach:

An example of an innocent Facebook post… Or is it?

Consider its contents carefully – what do you notice?

6
https://www.bigcommerce.com/blog/social-media-advertising/#1-facebook-advertising [Accessed: 11 December,
2021]
7
https://www.bigcommerce.com/blog/social-media-advertising/#1-facebook-advertising [Accessed: 11 December,
2021]

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 What ads are used on TikTok8

8
https://invideo.io/blog/tiktok-brand-marketing-report/ [Accessed: 6 January, 2021]

13
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 Spotting advertising
TikTok
“Celebrity and influencer endorsements are also relatively popular among TikTok
brands, with around a quarter of the videos featuring either an endorsement or a
collaboration.
Dance videos and tutorials rounded out the top 5 most popular types of content,
accounting for 15% and 14% of the videos, respectively.
Only 3,7% of the videos included a call to action, a significant missed opportunity in
our opinion. Asking your followers to follow your channel or reach out to you on other
social media channels can do wonders and should always be something you consider
when planning your videos.
Here’s a great example from the Xbox channel — with 6,6 million views! — which
masks their call to action (buying a subscription and downloading their app) as a
tutorial:” 9

Watch the example on the link below:

https://www.youtube.com/watch?v=ZAOI_U5BpCU 10

Activity: write a paragraph

Now that you have more information on how advertising has changed in recent years, write
a paragraph of around 100 words explaining these changes.

Use the information in the texts and infographics provided to explain what social media
advertising is, how it targets its audience, and why it is so successful.

Remember to pay close attention to your language and editing. The register of your
paragraph should be formal.

Focus on understanding the sources above and then using that information to inform a
concise and clear paragraph on the topic.

Discussion: consuming advertising

Consider the following questions and write a response on

the Moodle forum. Reply to a classmate’s response too.

• Were you aware of all of the advertisements that

you are consuming on a daily basis?
• Do you know how brands target ads?
• Are you aware of algorithms?
• Do you follow any social media influencers?
• Do you think that advertising on social media
platforms needs to be clearer and more transparent
when they are selling a product or service?

9
https://invideo.io/blog/tiktok-brand-marketing-report/ [Accessed: 6 January, 2021]
10
https://www.youtube.com/watch?v=ZAOI_U5BpCU [Accessed: 5 January, 2021]

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 • Do you think that you will be better prepared now to know when you are being ‘sold’
something online?

Lessons 6 - 7

Summary skills

Writing a summary is something that you will be expected to do in tests and exams – however,
summary skills are not just used in tests. Identifying main ideas and creating summaries are
important skills that you can apply when you are studying content.

Watch this video from Khan Academy on summarising.

Main ideas

What’s the big idea?

✓ Information in a paragraph connects to the main idea.
✓ Some information in a paragraph is not as important.
How do you find the MAIN IDEA:
1. Read the whole text.
2. Ask yourself, “What is the author trying to tell me?”
3. Focus on the BIGGEST idea, there can be other supporting ideas.
4. Ask yourself, “What would the title of this paragraph be?”
Remember:
➢ The main idea is what the text is about.
➢ Key points are arguments or information that is used to support the main
idea.
➢ Key points may be developed or elaborated with supporting details.

Main ideas activity

✓ Read each of these paragraphs.

✓ Write in ONE sentence, what the MAIN IDEA of each of these paragraphs are.
✓ You will discuss your answers in class.

Paragraph 1
A report released today by the plagiarism-detection tool TurnItIn confirms what
a lot of teachers already know: that students are copying content from online
sources. According to the report, for both high school and college students,
Wikipedia and Yahoo Answers were the top two most popular sources of lifted
copy. 11

The main idea of this paragraph 1

is:_________________________________________

11
https://www.kqed.org/mindshift/16612/plagiarism-tactics-differ-between-high-school-and-college-students

15
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 Paragraph 2
Well, worry no more, because there is a terrific way to plant trees, with almost
no effort, all in the comfort of your own home while you’re browsing the web.
The solution is Ecosia. Ecosia is an alternative to Google, Bing and other
mainstream search engines. For about every 45 searches, Ecosia plants a
tree. There are a few hotspot locations such as Madagascar and various
African and South American countries that receive many of the efforts. 12

The main idea of paragraph 2

is:__________________________________________

Paragraph 3
According to these studies, the types of students who are cheating has
changed, too. It isn’t necessarily the student who’s struggling to do well in class
who’s cheating; it’s top-performing students who are feeling the pressure to
perform better. A recent article in Psychology Today cites one student saying,
“I was in honors classes in high school because I wanted to get into the best
schools, and all of us in those classes cheated; we needed the grades to get
into the best schools.”13

The main idea of paragraph 3

is:__________________________________________

Paragraph 4
Since its birth in 1990, the internet has revolutionized data transmission and
communication. It’s easier – and getting easier-er – to share information than
ever before, from scientific research to your latest selfie. The web is a great
metropolis with a place for anyone and everyone.14

The main idea of paragraph 4

is:__________________________________________

Paragraph 5
Of course, students have long shared their answers the old-fashioned way –
turning to one another for help, sharing their answers and solutions – whether
over the phone or face-to-face, whether transcribed word-for-word from another
student's paper or solved thanks to the help and support from a peer. 15

The main idea of paragraph 5

is:__________________________________________

Writing a summary

A summary is a short account of the main or central ideas of a text. You have to paraphrase
the information and show how well you have understood the text.

12
http://affinitymagazine.us/2017/11/27/ditch-google-use-ecosia-as-your-default-search-engine-and-help-plant-trees-across-the-world/
13
https://www.kqed.org/mindshift/15978/whats-behind-the-culture-of-academic-dishonesty
14
http://affinitymagazine.us/2018/04/07/the-internet-friend-or-foe/
15
https://www.kqed.org/mindshift/15978/whats-behind-the-culture-of-academic-dishonesty

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The point of a summary is not to just re-write the main ideas of an article/s – you need to
show that you understand the article/s AND that you can synthesise and communicate
those ideas to the readers.
Your summary should not read as a bullet-point list that has just been mashed into a
paragraph. Your summary needs to have a good opening sentence as well.

Only major ideas and necessary information should go into a summary.

Ask: “Do you need this information to understand the text?”
If the answer is yes, put it into your own words in your summary

DO DON’T

✓ Should cover main points and  Shouldn’t just be a word or two

key ideas  Shouldn’t have your own opinion
✓ Should be in your own words  Shouldn’t have descriptive language
✓ Should have a title or heading  Shouldn’t include unnecessary
information
✓ Should have a word count

More steps to remember:

1. Read the text carefully to make sure you understand it.
2. Delete repetition or unnecessary examples.
3. Cross out less important details.
4. Write a word count at the end.
Summaries are NOT a place for:
 Opinions
 Background knowledge
 Personal information
 Flowery, descriptive language
 Informal language

Paragraph summary
✓ This is a summary written in full sentences in a single paragraph form,
condensing main points concisely in the summariser’s own words.
✓ You will be expected to write this type of formal summary in English tests
and exams.

17
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 Past paper summary practise

SECTION B : SUMMARY16

QUESTION 2 : SUMMARISING IN YOUR OWN WORDS

Read TEXT C below about How KFC founder Colonel Sanders achieved success in his
60s. Using your own words and sentences, summarise, How KFC founder Colonel
Sanders achieved success in his 60s, in ONE fluent paragraph of no more than 90
words.

NOTE:
1. Your summary should include SEVEN points and NOT exceed 90 words.
2. You MUST write one fluent paragraph.
3. You are NOT required to include a title for the summary.
4. Indicate your word count at the end of your summary.

HOW KFC FOUNDER COLONEL SANDERS ACHIEVED SUCCESS IN HIS 60S –

Business Insider

In 1952, he made a deal with his restaurateur friend, Pete Harman, to sell his chicken dish
as “Kentucky Fried Chicken” in exchange for a 4-cent royalty on every piece sold. After it
became a top-selling item, Sanders made the same deal with several other local
restaurants.

Things were going great, but when a new interstate bypassed Sanders’ restaurant, it
spelled doom.

He sold the location at a loss in 1956, leaving his $105 monthly Social Security check as
his only income.

Since he’d closed his restaurant, the Colonel decided to dedicate himself fully to the
franchising side project he’d started four years earlier.

He hit the road with his wife. He would enter a restaurant, offer to cook his chicken, and
then make a deal if the owner liked what they tasted.

By 1963, he had more than 600 restaurants across the US and Canada selling Kentucky
Fried Chicken. That October, he was approached by John Y. Brown, Jr. and Jack C.
Massey who wanted to buy the franchise rights.

Sanders was initially reluctant, but after weeks of persuasion, he agreed to sell his rights
for $2 million ($15.1 million in 2015 dollars) in January 1965.

Under the contract, the company Kentucky Fried Chicken would establish its own
restaurants around the world and would not compromise the chicken recipe. Sanders was
to have a lifetime salary of $40,000 (later upped to $75,000), a seat on the board, majority
ownership of KFC’s Canadian franchises, and would serve as the company’s brand
ambassador.

16
Mid-Year Examination Grade 10 English Home Language 2017, North West Province Education Department

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 Sanders’ pursuit was never about becoming rich, but rather about becoming renowned.
That’s why he constantly grumbled and swore about the more profitable but lower quality
gravy that the corporate KFC began producing.

“If you were a franchisee turning out perfect gravy but making very little money for the
company and I was a franchisee making lots of money for the company but serving gravy
that was merely excellent, the Colonel would think that you were great and I was a bum.
With the Colonel, it isn’t money that counts, it’s artistic talent.”

Total 10

Lessons 8 - 10

Comprehension and advertising analysis

Read the following comprehension and analyse the advertisements, then answer the questions that
follow. Answer the questions in your book.
You will mark the answers in class, add your corrections. Take this activity seriously so that you can
identify where you are strong and where you need to improve when it comes to comprehensions.

Instagram Cracks Down On Hidden Ads From Sneaky

Influencers17
Barry Collins – Contributor, Consumer Tech
Forbes – Oct 16, 2020
Instagram has promised to tackle hidden adverts on its site, after a U.K. body warned that so-called
influencers are routinely breaking the law.The move follows an investigation by the U.K.’s Competition
and Markets Authority, which found that influencers were often illegally posting content without making
it clear they were being paid or otherwise incentivized to make the post.
‘For too long, major platforms have shied away from taking responsibility for hidden advertising on
their site,’ the CMA’s chief executive, Andrea Coscelli said. ‘So, this commitment to tackle hidden
adverts and overhaul the way people post on Instagram – making it difficult for users to ignore the law
– is a welcome step forward.’
Instagram, which is owned by Facebook, has pledged to take several measures to ensure paid-for
content is made more transparent. These include prompting users to confirm if they’ve been paid to
promote a product or service and extending the ‘paid partnership’ tool to all users.
Instagram has also promised to implement ‘technology and algorithms designed to spot when users
might not have disclosed clearly that their post is an advert’.
‘These changes mean there will be no excuse for businesses to overlook how their brands are being
advertised either – making life a lot harder for those who are not upfront and honest with their
followers,’ Coscelli added.

Against the law

Influencers who post adverts without declaring they are being paid are breaking U.K. law. The
Consumer Protection from Unfair Trading Regulations 2008 makes it illegal to falsely represent

17
https://www.forbes.com/sites/barrycollins/2020/10/16/instagram-users-warned-you-could-be-breaking-the-law/
[Accessed: 21 November, 2021]

19
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yourself as a consumer, or to create the impression that what you’re doing is not part of your business
or profession.
The CMA stresses that it’s not found Instagram itself guilty of breaking consumer law, as that would
need to be decided by the courts.
The new rules will apply to anyone using Instagram in the U.K. and to anyone targeting U.K. users of
the app, even if they are based abroad.
Last year, the CMA secured ‘formal commitments’ from 16 celebrities who had failed to declare that
they had been paid or received gifts for making social media posts. These included the model Alexa
Chung, actor Michelle Keegan and singer Rita Ora.

Questions

1. In your own words, explain why the headline of the article refers to influencers as
‘sneaky’. (2)
2. In your own words, what does it mean to be ‘incentivised’? (2)
3. What does the acronym CMA stand for in paragraph 3? (1)
4. State a way discussed in the article in which influencers can correctly label their
posts as advertisements. Quote from the article to substantiate your answer. (3)
5. This law is specific to the United Kingdom, but can anyone be found guilty of
breaking this law? Explain with reference to the article. (3)
6. ‘Instagram, which is owned by Facebook, has pledged to take several measures to
ensure paid-for content is made more transparent.’

Name and explain the purpose of the commas in the sentence above. (2)
7. Do you think that this is a necessary law to protect consumers? Explain whether you
agree or disagree, and why. (3)

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Advertisement A
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https://www.adsoftheworld.com/campaigns/sand-soil-sea [Accessed: 21 November, 2021]

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Advertisement B

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Analysing advertisements questions:

8. The creators of the advertisement in Advertisement A said: ‘We wanted to point out
a simple way to help solve the garbage problem which everyone can and should
do.’
(2)
Describe what you think this was that they pointed out in the advertisement.

9. To what extent do you think the message of the advertisement in Advertisement A

has been successfully conveyed? Refer to the details of the advertisement to
substantiate your answer. (3)

10. How does Advertisement B grab the audience’s attention? Refer to at least 2 visual
(4)
features in your response.

11. Both advertisements have the same intention. In your opinion, which advertisement
(3)
is more effective? Refer to advertising principles to motivate your answer.

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www.plasticpollutioncoalition.org [Accessed: 20 November, 2021]

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12. Discuss the significance of the language ‘450 year guarantee’ and ‘Find out how
you can #EndTheGuarantee today’ in Advertisement B. What is the advertiser’s
(4)
intention in using these words and phrases? Remember to refer to each phrase
separately.

13. Explain why a hashtag is used in advertisement B. (2)

14. How does Advertisement B use irony in its advertising techniques? Explain fully
with reference to the diction and persuasive techniques. (2)

15. Quote and explain the purpose of the call to action in Advertisement B. (2)

TOTAL MARKS: [40]

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 Acknowledgements

• https://youtu.be/7d3VAYGnXjY?si=uhClxPej6KFk1iBe [Accessed: 12 February,

2021]
• https://www.researchgate.net/figure/Abraham-Maslows-Levels-of-Needs-
Theory_fig1_357404498 [Accessed: 21/01/2024]
• https://studyonline.rmit.edu.au/blog/15-advertising-techniques-for-tech-era
[Accessed: 4 December, 2021]
• https://spunout.ie/life/privacy-security/social-media-post-ad [Accessed: 11
December, 2021]
• https://www.bigcommerce.com/blog/social-media-advertising/#1-facebook-
advertising [Accessed: 11 December, 2021]
• https://invideo.io/blog/tiktok-brand-marketing-report/ [Accessed: 6 January, 2021]
• https://www.youtube.com/watch?v=ZAOI_U5BpCU [Accessed: 5 January, 2021]
• https://www.forbes.com/sites/barrycollins/2020/10/16/instagram-users-warned-you-
could-be-breaking-the-law/ [Accessed: 21 November, 2021]
• https://www.adsoftheworld.com/campaigns/sand-soil-sea [Accessed: 21 November,
2021]
• www.plasticpollutioncoalition.org [Accessed: 20 November, 2021]
• If not referenced above, all materials have been created by Geraldine Venter or
Bruce Robinson.

© Material designed by Curro Digital Learning. No part of it can be used without express written permission. Created by Bruce Robinson. 24