language to persuade

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INNOVATIVE TEACHING STRATEGY in K to 12

GRADE 7 ENGLISH

ELENA I. DEL ROSARIOMASTER TEACHER 1

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INNOVATIVE TEACHING STRATEGY in K to 12

GRADE 7 ENGLISH

Prepared by:ELENA DEL ROSARIO

Master Teacher I

Noted By:NORLITA R. MENDEZ

Principal I

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SPECIFIC: Revise the written components of a persuasive material in terms of content, style, and mechanics collaboratively and

independently.

SPECIFIC: Use basic persuasion techniques to create a print ad and campaign: association, bandwagon, testimonials, fear, humor, bribery,

intensity, and repetition

GENERAL OBJECTIVE: Use persuasive devices to express opinion and to construct basic mass communication materials.

FOURTH QUARTER LESSON

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Using languageto persuade

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Can you think of a time when you have tried to convince

someone of your point of view?

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Perhaps you have argued with your parents about attending a party, or

debated the merits ofa particular pop star with a friend.

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Whether or not you realized it, you would have been using persuasive techniques to make your case.

You would also have been taking into account two important elements of any persuasive language – audience and purpose.

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WRITER/SPEAKER

FORM

PURPOSE

AUDIENCE

LANGUAGE

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LanguageHow do words andimages influence me?e.g. by using a forceful tone?colourful language? striking images?

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AudienceWho are they writing for?e.g. a wide audience? specialistreaders? people affected bythe issue?

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PurposeWhy are they writing?e.g. to make me agree? take action? Think more carefully?

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FormWhat is the media formand text type?e.g. newspaper editorial, television news story, online discussion?What are its special features?

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How ads persuade

How ads persuade

• To understand the role of purpose, audience and form in the art of using language persuasively, let’s take a look at a very obvious form of persuasion at work, an advertisement.

• The purpose of most advertisements is to get you, the consumer, to buy something.

• Advertisements target specific demographics or audiences.

• Their use of persuasive language – both words and images – has to be matched to their purpose and audience, otherwise the ad will lack impact and effectiveness

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Let us use a formula, summarised in the acronym AIDA, to construct our ads:

A – Attention. The first job of any advertisement is to gain your attention.

I– Interest. The ad needs to hold your interest long enough to tell you about its product or service.

D – Desire. Positive associations of words and images make the product seem attractive .

A – Action. The advertisement must prompt the audience to take action and buy the product.

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Activity 1Analyze the following

advertisements using the acronym AIDA.

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1.What differences do you notice in the types of appeals made to young women and men? Think about such features as the use of colour and images, and the associations of key words.

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2. How does the ad opposite initially capture your attention (‘A’ for attention)?

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2. How does the ad opposite initially capture your attention (‘A’ for attention)?

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3.How does it keep your interest (‘I’ for interest)?

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3.How does it keep your interest (‘I’ for interest)?

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4.Compare the ways in which the girl and the boy are represented in the advertisements. What differences do you notice? Why do you think they are represented differently?

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5. What desire is it endeavouring to stimulate (‘D’ for desire)? What emotion or emotions is the ad trying to provoke?

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6. How does it persuade the reader to take action (‘A’ for action)? How effective is it in achieving its purpose?

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6. How does it persuadethe reader to take action (‘A’ for action)? How effective is it in achieving its purpose?

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Attention is captured by:• image of attractive young womanwith surfboard• alliteration (‘surf spray’) and rhyme(‘spray’ and ‘day’)• strong heading and bold colours

Interest is held by:• capital letters and the pinkbackground and angled appearanceof ‘unleash your style!’ draw thereader into the description of theproduct• direct address to the reader (‘Want abeach style look?’)

Desire is aroused by:• description ‘with fruitmicro-wax technology’ appeals tothe viewer’s desire for a productthat is both natural and scientificallyresearched• invitation to ‘unleash your style’promises transformation andpersonal freedom• image of the young woman whoseattractiveness the (female) viewer isencouraged to want to imitate

Action is prompted by:• instructions for achieving ‘beachstyle’ hair• Garnier slogan ‘Take care’

ANSWER PATTERN:

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Activity 2Create your own advertisement

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1.Design your own advertisement, using the acronym AIDA

• Design your own advertisement, using the acronym AIDA. Explain what techniques you use for each of the four

principles. Remember to keep your specific audience in mind; an ad

for a new iPod would have a different target market from that for a cleaning product, for instance.

This will affect your decisions about what sort of language to use (formal or informal), what emotion you would like

to invoke (for example, envy, hope or fear) and what image or images you use.• 2. Share your ads with the class. Which ones

were particularly effective? Why?

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Prepared by:

ELENA I. DEL ROSARIOENGLISH TEACHER K TO 12 GRADE 7

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SWEET GRAPES