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."