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Advertising

The AIDA principle outlines four key steps in advertising: Attention, Interest, Desire, and Action, aimed at engaging consumers effectively. Language plays a crucial role in persuasion, utilizing various tactics such as visual effects, emotional appeals, and humor to target specific audiences. A successful advertisement should be engaging, informative, and memorable while promoting the product in a compelling way.

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Angelique Marais
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29 views6 pages

Advertising

The AIDA principle outlines four key steps in advertising: Attention, Interest, Desire, and Action, aimed at engaging consumers effectively. Language plays a crucial role in persuasion, utilizing various tactics such as visual effects, emotional appeals, and humor to target specific audiences. A successful advertisement should be engaging, informative, and memorable while promoting the product in a compelling way.

Uploaded by

Angelique Marais
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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The AIDA principle

A ttention – grab the attention of the buyer


I nterest – sustain the consumer’s interest
D esire – create a desire to posess the
advertised product

A ction – spur the buyer into action


Language is vital in persuading and manipulating the viewer.

Advertisements are usually aimed at specific, stereotyped,


viewers in order for them to identify with specific groups or
things.

Language Target Audience


Puns Diction
Rhyme
Register
Alliteration
Composition
Repetition
Type of publication in which
Figurative language advertisement appears
Slogans and catch phrases
Advertising tactics
Visual effects – headlines, pictures, photographs,
cartoons, fonts, colours

Language devices – adjectives, puns, alliteration,


assonance, exggeration, repetition, rhetorical questions,
commands, slogans, catchy phrases

Emotions and desires – make the viewer feel that it is in


their interest to buy the product/service.

Universal concerns – self esteem, health,


financial/physical security, etc.
Advertising tactics
Statistical claims and success – credibility
Humour – a smile from the recipient indicates a
successful advertisement
Appealing gimmicks – free stuff, prizes, special
offers
Sound effects – jingles, songs lyrics, background
sounds
A written advertisement
should:
Interest, stimulate and influence

Describe and promote the product in an exciting, original


manner

Convince the viewer

Target a specific market

Provide information – statistical information, price,


availability, contact details, etc.

Be simple and memorable

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