O advertisement (or simply advertising) is a textual genre that promotes a product or an idea being conveyed by the mass media: newspapers, magazines, television, radio and internet.
We can also find them on billboards, pamphlets, banners or posters on the street, on the bus, on the subway, etc.
The main characteristic of these types of texts is precisely the consumer persuasion for the purchase of a product or service.
Advertisers, that is, those who produce advertisements, use several discursive tools, for example, using images, simple language and humour.
Note that this type of text is intended get the consumer's attention and therefore are attractive. They are full of verbs in the imperative, the verbal mode that offers order: Buy it! Look! Analysis!
According to the language functions, advertisements are texts that present the conative function or appealing, which in turn are intended to convince the recipients of the message, that is, the consumers.
They can be verbal texts (words) and non-verbal texts (use of images), and also oral texts, for example, those broadcast by radio.
Ad Characteristics
The main features of the Advertisement are:
- commercial character
- Verbal and nonverbal language
- simple language
- Relatively short texts
- Persuasive and attractive texts
- Humor, irony and creativity
- Verbs in imperative mode
- Figures and vices of language
- Use of colors, images, photographs
Structure: How to make an advertisement?
Although the (advertising) specialists are the creators of several advertising messages, it is worth the It's a shame to know the basic structure of these types of texts, since we have daily contact with they.
Advertisements are structured in different ways: with images and text or just text. That is, they do not have a fixed standard structure.
This will also depend on where it will be advertised, for example, the space that will be filled with the message (half a sheet, a sheet, a billboard, a poster).
We cannot forget that advertisements are widely used in exams, simulations and entrance exams. So be aware of its structure:
Title
Usually written in larger letters, with the aim of attracting the consumer's attention, for example:
“New Aztec Chocolate: More Delicious!!!”
Text Body
It is the message or information that involves the persuasive aspects of advertising language. In the body of the advertising text, adjectives, imperative verbs, vocatives and images are added.
All this is presented briefly, in clear and simple language. It is worth noting that the body of the advertising text often uses a colloquial language (informal) to get closer to the target audience.
Therefore, they can include figures (metaphors, metonymy, hyperbole, irony, etc.) and language vices (foreignerism, neologisms, ambiguity, etc.).
“Try the delicious new Aztec chocolate: with more than 70% cocoa and 0% saturated fat.”
Brand
Below is the product brand, along with the company logo, for example:
"Aztec Chocolate LTDA"
Contact
It is the contact and identification information of the company that sells the product, for example, telephone number (customer service), email, website and social networks (facebook, twitter, linkedIn, tumblr, among others).
"E-mail: [email protected]
Official page: www.chocolateasteca.com
Facebook: www.facebook.com/chocolateasteca
Customer Service (SAC): 0800 554 4000"
Activity
Make an advertisement with classmates promoting an idea or product.
First, choose the idea and the goals that involve it:
- What is it important for?
- What target audience is involved?
- Is it worth using images?
After answering the questions, prepare a short and creative text according to the structure above (title, body text, brand and contact).
It is important to know the target audience, that is, if the ad is aimed at a young audience, it can present a more unpretentious language, using figures of speech and slang.
However, if the target audience is the elderly, the language must be more careful and clear, devoid of slang that may not reach the intended audience.
Consider that the ad can be on the school's wall and, therefore, must contain an interesting title that draws the attention of the public.
Good work!
Read too:
- Advertising Text
- Advertising Language
- Ambiguity
- Conative Function
- Classified Ad Features
- Textual Genre News
- The Poster as a Textual Genre
