IB English B Advertisements, Brochures & Posters Notes

Writing To Promote And Persuade

1. These text types test whether you can use language strategically to attract attention and influence behavior.
2. They prioritize visual appeal, concise messaging, and persuasive techniques.
3. Examiners will check if your content achieves its promotional purpose effectively.

Advertisements

1. Purpose, Audience & Register
   1. Purpose: Persuade, attract attention, create desire, prompt action.
   2. Audience: Target demographic (teenagers, parents, professionals, general public).
   3. Register: Varies widely, from casual and playful to formal and authoritative, depending on product and audience.
2. Layout & Conventions
   1. Eye-catching headline or slogan.
   2. Brief body text highlighting key benefits or features.
   3. Visual elements described or implied (images, logos, colors).
   4. Call to action (buy now, visit website, call today).
   5. Contact information or where to purchase.

Key Features

1. Tone: Persuasive, enthusiastic, confident.
2. Vocabulary: Superlatives ("best," "fastest"), imperative verbs ("discover," "try," "join"), emotive language, rhetorical questions, word play or slogans.

How to Write an Advertisement

1. Hook with the headline: This is what stops people scrolling. Make it punchy, intriguing, or benefit-focused.
   1. Bad: "Our New Phone Is Available"
   2. Good: "The Future Fits In Your Pocket"
2. Focus on benefits, not features: People don't buy specifications, they buy solutions to problems or improvements to their lives.
   1. Bad: "This laptop has 16GB RAM and a 2TB hard drive."
   2. Good: "Work faster. Store everything. Never wait again."
3. Use persuasive techniques: Emotional appeal, social proof ("join thousands of satisfied customers"), scarcity ("limited time offer"), direct address ("you deserve").
4. Keep it brief: Every word must work hard. Cut ruthlessly.
5. End with a clear call to action: Tell readers exactly what to do next."

Brochures

1. Purpose, Audience & Register
   1. Purpose: Inform and persuade, provide detailed information while maintaining promotional appeal.
   2. Audience: Potential customers, tourists, students, parents, depending on context.
   3. Register: Semi-formal to formal, professional but accessible.
2. Layout & Conventions
   1. Front cover with eye-catching title and imagery.
   2. Clear sections with headings.
   3. Balance of text and visual descriptions.
   4. Organized information (bullet points, boxes, columns common).
   5. Contact details and practical information (prices, times, locations).
   6. Back cover often has call to action.

Key Features

1. Tone: Professional, informative, enthusiastic but credible.
2. Vocabulary: Descriptive adjectives, positive language, specific details, organizational phrases ("What we offer," "Why choose us"), bullet points for clarity.

How to Write a Brochure

1. Structure with clear sections: Use headings to organize information logically.
   1. Example sections: "About Us," "What We Offer," "Pricing," "How to Register," "Contact Information."
2. Balance promotion and information: Sell the benefits but also provide the facts people need to make decisions.
3. Use bullet points strategically: Long paragraphs tire readers. Break up text with lists of features, benefits, or options.
4. Include specific details: Prices, times, locations, dates. Vague brochures frustrate potential customers.
   1. Bad: "We offer various programs at affordable prices."
   2. Good: "Summer Programs: Ages 8-12, $450 per week, Monday-Friday 9am-4pm."
5. Maintain visual appeal: Even in written form, describe how text would be formatted. "This section would appear in a blue box on the left side with a photo of students on the right."
6. End with clear next steps: How does someone actually engage with what you're promoting?

Posters

1. Purpose, Audience & Register
   1. Purpose: Attract attention, convey key information quickly, motivate action or attendance.
   2. Audience: General public or specific community (school, neighborhood, organization).
   3. Register: Varies from casual to formal depending on purpose and audience.
2. Layout & Conventions
   1. Bold, large headline that communicates the main message.
   2. Essential information only (who, what, when, where, why).
   3. Large text, clear hierarchy of information.
   4. Minimal words, maximum impact.
   5. Visual elements central to design.
   6. Contact or action information at bottom.

Key Features

1. Tone: Direct, urgent, motivating.
2. Vocabulary: Short phrases, imperative verbs, impactful words, often fragments rather than complete sentences.

How to Write a Poster

1. Start with the core message: What is the one thing people must understand?
   1. Example: "Save Our Park" or "Battle of the Bands: March 15"
2. Use absolute minimal text: If an advertisement needs to be brief, a poster needs to be brutal. Cut everything non-essential.
   1. Bad: "We are organizing a charity run event to raise money for the local hospital and everyone is invited to participate."
   2. Good: "CHARITY RUN FOR HOSPITAL / Saturday March 20 / Register: www.hospitalrun.org (http://www.hospitalrun.org)"
3. Create clear visual hierarchy: Most important information largest, secondary details smaller, fine print smallest.
4. Include only essential details: For an event: What, When, Where, How to participate/attend. Nothing else.
5. Use commanding language: Posters tell people to do things.
   1. Examples: "Join us," "Don't miss," "Act now," "Be there," "Make a difference."
6. Describe visual impact: In exams, note how the poster would look. "The headline 'RECYCLE' appears in large green letters across the top, with an image of Earth below."