IB English A Lang & Lit Purpose and Audience of Advertisements Notes

Purpose of Advertisements

1. Primary purpose: to persuade the reader to take a specific action (buy, donate, sign up, change behaviour).
2. Secondary purposes include: building brand awareness, establishing brand identity, creating desire, or shifting public opinion.
3. Advertisements rarely inform neutrally. Every element is chosen to position the product and construct a relationship with the reader.

Target Audience

1. Demographics: age, gender, income level, location. A luxury car ad targets a different demographic than a fast-food ad.
2. Psychographics: values, lifestyle, aspirations. An ad showing a sunrise coastal run targets people who value autonomy and wellness.
3. The audience is constructed by the ad, not just targeted. The ad tells the reader who they could be if they buy the product.

How Purpose Shapes the Text

1. Commercial ads prioritise desire and aspiration. Language is emotional, images are aspirational, and the CTA drives immediate action.
2. PSAs prioritise fear or urgency. They use statistics, stark imagery, and direct imperatives to change behaviour.
3. Charity appeals prioritise empathy and guilt. Personal stories, close-up portraits, and specific donation amounts make the cause feel immediate and actionable.
4. Corporate ads prioritise trust and values. They use heritage claims, environmental commitments, or diversity messaging to build brand reputation.