Persuasive language and advertising

techniques; the key ingredients of

advertising

Persuasive techniques

•Features•Benefits•USP’s

Features• Adverts tell the features of a product.

• Features are what a product does and contains

Benefits• Adverts inform their target audience how the

product will improve their lives.• They do this by telling the positive features of the

product. • For example: Shampoo will repair split ends and

make consumers’ hair silky smooth.

USP• USP is the shortening for ‘unique selling point’

• USP could stand for:• 50% extra free• Buy now- pay nothing until next year.• Buy one get one free/ Buy one get one half price• XYZ Cruise ship package includes free plain

tickets

Other key ingredients• Tag line: “Have a break- have a Kit Kat” (Kit Kat) “Just do it." (Nike) “I’m lovin’ it (Mc’Donald’s)• Branding or product placement: Showing the product at every possible moment in every possible ways. For example a a film will be advertised on buses, in bus station, in the radio, on TV or on Youtube. • A catchy song: Changing the words of an existing song.

Persuasive Language• Formal register: The use of formal English may connote objectivity

and authority. May help make the audience feel they are being taken seriously.

 • Informal register: It would appeal to a younger target audience

because it may connote friendliness, being down to earth and youthful. May make the audience feel warm and included.

 • Alliteration: Makes language trendy, fresher and more rhythmic.

For example the use of language in Gossip Girl. • Colloquialisms: ‘Celebs’ ‘Chav’ Makes language informal. Helps

everyday people to connect to the advert easier. • Three part lists: ‘The ones I fancied, the ones I though were really

arrogant, and the ones I aspired to be like’ Give language a natural rhythm.