Level 2 Integrating EdTechs in Languages for High School

2.2 What does it mean to read an advertisement?

Key Questions

  • What is an advertisement and where do we find them?
  • How do advertisements play with our emotions?
  • What does it mean to ‘read an advertisement’?
  • Why is the ability to read an advertisement an important skill?

What is an advertisement?

A simple definition for an advertisement is a notice, print or television that promotes a product or a service to the general public, or even a subset of the public.

Vocabulary to remember in this unit:

What is an advertisement?

A simple definition for an advertisement is a notice, print or television that promotes a product or a service to the general public, or even a subset of the public.

Watch the below video. Click on the icons on the right to find out what to do at each stage of the viewing process.

Keep the following vocabulary in mind over these modules:

Consumers

The person who purchases the product or service.

React

How you feel or behave due to something.

Consider where you might see advertisements?

Advertisements are all around us and these days it is impossible to escape the visual onslaught of advertising. Young children are encountering advertisements more frequently due to their own consumption of media and digital advertisers have begun to realise that targeting younger children is an excellent way to market their product.

Kids represent an important demographic to marketers because not only do they have their own purchasing power but they also influence their parents’ buying decisions – plus they are the adult consumers of the future.

Media Smarts

Click on the numbers to find out what they represent.

It is because of this that it is important for children to learn how to identify advertising techniques and respond to them in a sensible and critical manner.

How do advertisements play with our emotions?

The advertisements that have the most impact and cause the biggest reaction are the ones that are emotional.

“People don’t buy for logical reasons. They buy for emotional reasons.”

Zig Ziglar, Iconic Salesman and Motivational Speaker

Look at the below advertisement for Coke. Which of the below words would you associate with the advert?

See how Coke plays on your emotions? They are not going to advertise their product as an unhealthy sugary drink that can cause Diabetes; but rather as a summery, happy, and wonderful product which makes you think of sunshine and good times.

Advertisers are going use many techniques to make sure that you react and become on of their consumers.

What emotions are used by advertisers?

Click on the below images to learn more.

Reading advertisements

When the phrase ‘to read an advertisement’ is used, it means the ability to decode the message the advertising is sending to its consumers and be able to identify the techniques being used that cause a reaction.

Once you are able to read an advertisement, you are able to disassociate from the techniques used, and you are able to think more clearly about this product.

When you are ready, move onto the next unit to learn about the persuasive techniques used by advertisers.

Mark this unit as complete and click ‘Next Unit’ to move on.

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