What is an Advertisement?A print advertisement featuring a bold headline, product image, tagline, and call-to-actionDefinitionSee other references1AdvertisementA paid promotional text designed to persuade an audience to buy a product, use a service, or take a specific action.Advertisement: a text designed to persuade the reader to buy a product, use a service, or adopt a behaviour.Advertisements combine verbal (language) and visual (image, layout, colour) elements working together toward a single persuasive goal.Ads can be commercial (selling a product or service) or non-commercial (public service announcements, charity appeals, government campaigns).In IB Paper 1, advertisements appear as unseen non-literary texts for guided analysis.Core Features of AdvertisementsBrand name or logo prominently displayed to establish commercial identity.Headline or slogan: a short, memorable phrase that captures the ad's core message.Dominant image: a photograph or illustration that creates mood, suggests lifestyle, or demonstrates the product.Body copy: the main text, usually short and persuasive.Call to action (CTA): an imperative phrase directing the reader to act ("Buy now", "Visit us", "Find your fit").Contact details: a website URL, phone number, QR code, or social media handle.Types of AdvertisementPrint advertisements: magazine ads, newspaper ads, billboards, posters. Most common type in IB Paper 1.Public service announcements (PSAs): government or charity campaigns promoting behaviour change.Charity appeals: ads seeking donations, volunteers, or awareness through emotional appeals.Corporate/institutional ads: promote a brand's identity or values rather than a specific product.Interactive questionWhat does it mean that an advertisement combines 'verbal' and 'visual' elements?AIt uses only images with no textBLanguage and design choices work together toward a persuasive goalCIt is always spoken aloud to an audienceDIt contains a written transcript of a videoMarkschemeVerbal (language/text) and visual (image/layout/colour) elements are integrated to achieve one persuasive purpose [1]Show markschemeHide markschemeActive recallWhat is the difference between a commercial and non-commercial advertisement?Name five core features that most advertisements share.What makes a call to action different from body copy?
