Advertising Techniques: Slogans, Definitions, and Narrative

Posted on Mar 26, 2025 in Arts and Humanities

Edukia

Advertising Techniques:

  • Logo
  • Jingle
  • Slogan
  • Endorsement (Sometimes)

Definitions

(Activity 10):

  • Fuddy Duddies → People who are a bit boring or who don’t care about fashion.
  • Flustered → Nervous
  • Top Ten → A chart that shows which records are selling the most.
  • Flagging fortunes → When your luck is decreasing. A negative, unlucky situation.
  • Green light → When someone tells you that it’s okay to do something.
  • Under attack → When you are experiencing pressure, or strong competition.
  • Boxer shorts → A type of underpants worn by men.
  • Drop-dead → Extremely or totally.
  • Trendy → Another word for ‘fashionable’
  • A single → An individual music record, being played often on the TV or radio
  • Shot up → Increased – but really rapidly
  • Cool time and place → A fashionable period in a country’s history.

Slogan Techniques

(Activity 13):

  1. Superlatives and comparatives:

A common technique is to use comparative and superlative forms of adjectives. This makes people think that the product is better than… or the best!

For example:

  • Breezier, cheesier, newest and bluest. Simply the best cheese for you!
  1. Alliteration:

For example, a typical technique is called ‘alliteration’. This is when a series of words all start with the same sound.

For example:

  • Choose chunky chocolate! The cheerful choice!
  1. High quality adjectives:

A further technique is to overuse lots of high quality adjectives, like ‘fantastic’ and ’wonderful’.

For example:

  • Delicious chocolates, with an awesome flavour!
  1. Data claims:

Another technique is when advertisers use ‘data claims’. They use statistics and percentages to make you think that their product is popular and approved.

For example:

  • 9 out of 10 doctors recommend Cream Dream yoghurts
  1. Commands:

Two sentences, separated by a comma.

For example:

  • Do the right thing – come to us
  • Join our school, change your life
  1. Using rhyme:

Must contain rhyme.

For example:

  • My school, is cool
  1. Using short simple sentences:

Must be short, simple sentences.

For example:

  • Everything is possible
  • We love it
  1. Using rhetorical questions:

The slogan must contain a question.

For example:

  • Are you trying to improve your education? We’re here. Just give us a call.

Classic ‘Linear’ Narrative

(Activity 16):

The beginning

– Characters

– Situation

– Setting

The conflict/problem

– Events

– Problem-solving

The resolution

– Results

– The end

Interpreting and Assessing an Advertisement

(Activities 18-19):

  • INTERPRET:

• What is being advertised?

• What is the name of the company?

• What techniques can you identify?

• Who is the target audience?

• What is the main (explicit) message of the advert?

• Are there any other messages?

  • ASSESS:

• Are its techniques effective?

• Does it give you a positive impression of the company?

• Do you agree with its message?

• Could this advert be used in any country in the world?

• Do you like the advert?