Lesson 2 advertising + Fahrenheit discussion

• Engels
• Middelbare school
• vwo
• Leerjaar 4

The Power of Language

Lesson Objectives

• You know of and understand several persuasive techniques used in persuasive text or speech
• You understand how to analyse an advertisement
• You understand how to write an introduction about an unseen non-literary text
• You know how to score a high grade on a future essay 

Programme

1. Homework 
2. Got Milk advertisement - discussion
3. Sample introduction in response to Got Milk advertisement
4. Analysis of another advertisement
5. You write an introduction, modelling the sample
6. Fahrenheit discussion

Programme

1. Homework 
2. Got Milk advertisement - discussion
3. Sample introduction in response to Got Milk advertisement
4. Analysis of another advertisement
5. You write an introduction, modelling the sample
6. Fahrenheit discussion

"I'm so hungry, I could eat a horse."

1. metaphor
2. analogy
3. hyperbole
4. imagery

This is the definition of which authorial choice? "Sensory details in a work; the use of figurative language to evoke a feeling, all to mind an idea, or to describe an object. It involves any or all of the five senses."

"All hands on deck"

1. metaphor
2. analogy
3. hyperbole
4. synecdoche

This is the definition of what authorial choice - Telling the facts for one side only.

William Shakespeare:
"Fair is foul, and foul is fair." (from Macbeth)

1. Analogy
2. Chiasmus
3. Synecdoche
4. Hypophora

Analysis

• Visual narrative: what made her glass of milk break? Why is she wearing a milk moustache? How did she become so skinny? The answers to these questions are not so important as the fact that the audience is asking them. Images that tell a story engage their audiences. This phenomenon is referred to as the 'visual narrative.' Head shots (pictures of people's faces) are proven to be very effective in capturing the audience's attention. 
• Copy: 'smash hit' is a double entendre refers to the broken glass and her singing career. In brief, the copy tells the audience to drink milk in order to be as successful as her. 
• Slogan: short and punchy -> brand awareness / engaging
• URL
• Rule of thirds
• Colour: Red excites audiences and attracts their attention. The pureness of white milk (connotations) and child-like innocence of the milk moustache are juxtaposed with the sensuality of the red dress and red lipstick. 

Continued

• Testimonial - famous / attractive / wealthy > if the audiences think that drinking milk is part of her success, then they are more likely to drink it too. 
• Benefit: low=fat milk can build muscle. Teenagers who drink it tend to be lean. 
• Logos - 'some studies' 

Paper 1

Texts come with guiding questions, which you should answer -> thesis statement.

Examples

How do visuals and text work together to create meaning in this advertisement? 

Discuss how language has been used in this text to inspire the reader / to compel the reader to / to persuade the reader to ...

In what ways do visual and textual elements in the advertisement work together to promote the message of milk's nutritional benefits?

The 2007 "Got Milk?" advertisement featuring Hayden Panettiere was part of the iconic marketing campaign by the California Milk Processor Board, which aimed to promote milk as a vital part of a healthy lifestyle. The advertisement depicts Hayden Panettiere looking straight into a camera in a red dress, wearing a white milk moustache and seemingly shattering a glass of milk due to her increased muscle strength because of the milk she has drunk. The advertisement targets a young audience, particularly teens and young adults, using Panettiere's star power from the series Heroes to appeal to this demographic. Through a combination of humorous tone, celebrity endorsement, and playful visuals, the ad conveys milk’s nutritional value while reinforcing its image as a simple, accessible, and enjoyable beverage. The blend of visual humor and text effectively engages the audience, establishing milk as both a health-conscious and culturally relevant choice.

Include contextual information/attention grabber

Include information about the literal content of the text

Include the text's target audience 

Include the text's purpose 

Include the thesis statement which is a direct answer to the guiding question

Your Turn

Guiding Question:

How does the use of visual and textual elements in the advertisement highlight the hidden nature of poverty?

In what ways do visual and textual elements in the advertisement work together to promote the message of milk's nutritional benefits?

The 2007 "Got Milk?" advertisement featuring Hayden Panettiere was part of the iconic marketing campaign by the California Milk Processor Board, which aimed to promote milk as a vital part of a healthy lifestyle. The advertisement depicts Hayden Panettiere looking straight into a camera in a red dress, wearing a white milk moustache and seemingly shattering a glass of milk due to her increased muscle strength because of the milk she has drunk. The advertisement targets a young audience, particularly teens and young adults, using Panettiere's star power from the series Heroes to appeal to this demographic. Through a combination of humorous tone, celebrity endorsement, and playful visuals, the ad conveys milk’s nutritional value while reinforcing its image as a simple, accessible, and enjoyable beverage. The blend of visual humor and text effectively engages the audience, establishing milk as both a health-conscious and culturally relevant choice.

Include contextual information/attention grabber

Include information about the literal content of the text

Include the text's target audience 

Include the text's purpose 

Include the thesis statement which is a direct answer to the guiding question

Write your introduction to the 

advertisement by The Salvation Army

Fahrenheit Essay

"Make sure that your argument is supported by specific examples from the novel and that you show understanding of the author's commentary."

Analyze the theme of alienation and isolation in Fahrenheit 451. How do at

least two of the characters experience a sense of disconnect in the society

portrayed in the novel, and what consequences does this alienation have on

their lives?

Analyze the transformation of the protagonist, Guy Montag, throughout

Fahrenheit 451. What events, characters and realizations contribute to his

evolution and how does this depiction underline Bradbury’s broader

message?

Read the feedback - have a look at the rubric on classroom to see how you scored

In what ways do visual and textual elements in the advertisement work together to promote the message of milk's nutritional benefits?

The 2007 "Got Milk?" advertisement featuring Hayden Panettiere was part of the iconic marketing campaign by the California Milk Processor Board, which aimed to promote milk as a vital part of a healthy lifestyle. The advertisement depicts Hayden Panettiere looking straight into a camera in a red dress, wearing a white milk moustache and seemingly shattering a glass of milk due to her increased muscle strength because of the milk she has drunk. The advertisement targets a young audience, particularly teens and young adults, using Panettiere's star power from the series Heroes to appeal to this demographic. Through a combination of humorous tone, celebrity endorsement, and playful visuals, the ad conveys milk’s nutritional value while reinforcing its image as a simple, accessible, and enjoyable beverage. The blend of visual humor and text effectively engages the audience, establishing milk as both a health-conscious and culturally relevant choice.

Include contextual information/attention grabber

Include information about the literal content of the text

Include the text's target audience 

Include the text's purpose 

Include the thesis statement which is a direct answer to the guiding question

Homework Monday: Write your introduction to the 

advertisement by The Salvation Army (15 min)

The Power of Language

Lesson Objectives

• You know of and understand several persuasive techniques used in persuasive text or speech
• You understand how to analyse an advertisement
• You understand how to write an introduction about a(n unseen) non-literary text
• You understand how to write a body paragraph about a(n unseen) non-literary text

Programme

1. Discussion of vocabulary/phrases connected to the topic
2. Your theses and introductions
3. Samples
4. Check of your use of language
5. Body paragraphs 
6. Rewrite your introduction and write your own body paragraph

Language to use to describe Christmas
and the period leading up to it
(e.g. holiday cheer, festivities, season of joy)

Your Turn

Guiding Question:

How does the use of visual and textual elements in the advertisement highlight the hidden nature of poverty?

What were your theses in response to the guiding question? How does the use of visual and textual elements in the advertisement highlight the hidden nature of poverty?

Thesis

How does the use of visual and textual elements in the advertisement highlight the hidden nature of poverty?

Sample

During the holiday season, advertisements often focus on joy, abundance, and togetherness, but the Salvation Army takes a different approach by showing the hidden struggles of people living in poverty. The advertisement shows two contrasting scenes: on one side, a postcard-like image of a family sitting together in a simple but tidy home, suggesting warmth and normalcy. On the other side, the same family’s kitchen is shown in a much harsher light, with bare cupboards, no holiday decorations, and signs of financial difficulty. Aimed at a wide audience, especially people who can afford to donate, the ad uses this contrast in visuals and text to reveal how poverty often goes unnoticed. Its goal is to make viewers feel compassion and encourage them to donate to help those in need. Through the use of emotional images/an appeal to pathos, juxtaposing scenes, and an evoking tagline, the ad effectively shows the hidden struggles of poverty during the holiday season.

Include contextual information/attention grabber

Include information about the literal content of the text

Include the text's target audience 

Include the text's purpose 

Include the thesis statement which is a direct answer to the guiding question

Sample

During the holiday season, advertisements often emphasize joy, abundance, and togetherness, but the Salvation Army takes a different approach, highlighting the unseen struggles faced by those in poverty. The advertisement features a split depiction: on one side, a postcard-perfect holiday scene shows a family in clean but modest surroundings, evoking a sense of normalcy and understated warmth. On the other side, a stark image of the same family’s kitchen reveals a more troubling reality—bare cupboards, a lack of festive decor, and visible signs of financial hardship. Aimed at a broad audience, particularly individuals with the means to donate, the ad uses this visual and textual juxtaposition to reveal the hidden nature of poverty. Its purpose is to evoke empathy and inspire viewers to take action by donating to support those in need. Through the use of emotional images/an appeal to emotion, juxtaposing scenes, and an evoking tagline, the advertisement powerfully underscores the often-hidden realities of poverty during the holiday season.

Have another look at the introduction. Assess the use of language:

- Is the vocabulary used basic/straightforward or also advanced, with less common lexis?

- Is there sentence variety? (with the majority of the sentences being complex ones!)

Body Paragraph

 Through the use of (BP1) emotional images/an appeal to pathos, (BP2) juxtaposing scenes, and (BP3) an evoking tagline, the ad effectively shows the hidden struggles of poverty during the holiday season.

 

How would you make sure you show understanding of the terminology used for advertisements/visuals/persuasion? What could and should you include? 

What can you say about the text? 

Requirements

Colour

Facial expressions

The state of the room - the unopened envelopes (bills/Christmas cards) on the table 

Rule of thirds

Pathos

Tagline > two simple sentences - syntactically incorrect, even

Use of imperative and adverb

Call to action 

Slogan / logo 

Garland

Back to the drawing board

1. Rewrite your introduction, including all the required information, less common lexis and more complex sentences. 
2. Write a body paragraph of your own choice. Use PEEL, bring in the different techniques/terminology and discuss effect. 

Submit on classroom. 

Thursday

One lesson

General feedback on body paragraphs 

Work on body paragraphs 

Mo 2 December: opinion columns

Thurs 5 December: paper 1 writing (final lessons)

Mo 9 December: cito reading practice

Thurs 12 December: WRITING TEST (in 2,5 weeks > continue to study the techniques you have been taught - speeches / advertisements) 

4 remaining lessons after Christmas: cito reading practice

Have a look

Compare paragraph 1 and 2, what is the difference?

What is good?

What needs improvement? 

Body Paragraphs

Salvation Army uses emotional images and an appeal to pathos in order to make the target audience feel sympathy for families living in poverty during the holidays. An example of this is the way that the family is looking straight into the camera. The children look happy, but the mother has a serious, tired-looking expression. This, combined with the fact that her eyes are positioned on an intersection point of the rule of thirds, leads to the conclusion that the purpose of the family sitting there and looking at the camera is to attract attention to that specific point in the advertisement. The target audience will see this and feel empathy for this family since a stereotypical single mother living in poverty is pictured as she is trying her best to look better in front of others. This makes an appeal to pathos, a method used by companies to make an audience feel empathy. The company who made the advertisement does this in order to make the target audience donate to their cause. Another image which stirs this feeling of compassion in people is the lack of festive decoration in the actual house of these people. This suggests that they either don’t have money for it, or don’t have time to decorate their home since the mother might be working multiple jobs in order to get by. This example awakens a feeling of empathy for the family since their home looks dull. By the use of pathos in combination with other persuasion techniques, the Salvation Army urges their target audience to donate to poor families in festive times. 

PEEL 

Terminology

Body Paragraphs

In the advertisement, the facial expression of the mother makes the target audience feel empathy for her and her family. In a happy time of the year, seeing the mother being upset makes the target audience feel guilty and therefore makes them feel obligated to donate and share. There is a clear lack of festive decoration in the household which suggests that the family is having a bad time while people from the target audience are enjoying the holidays. The advertisement is supposed to make the target audience realize how bad some people's situation is and is trying to highlight the fact that regardless of how happy everyone may seem during the holiday, some people are still worse off than others. This is supposed to evoke a feeling of guilt that is supposed to push you into donating which is the advertisers goal.

PEEL?

Terminology? / Analysis? >>> description

Important

• Use terminology
• Give examples, integrating them (such as, an example of this, another...)
•  Use cohesive devices
• Analyse instead of describing
• Discuss the effect on the reader
• Then link the effect to the purpose

The advertisement’s evoking tagline, “Poverty isn’t always easy to see,” plays a crucial role in reinforcing the message about the hidden nature of poverty while employing specific linguistic features to enhance its impact. The contraction “isn’t” contributes to the conversational and informal tone of the advertisement, making the statement feel approachable and relatable. Not only does “isn’t” soften the message, but it also helps create a personal connection with the viewer, as though it is speaking directly to them. Additionally, the adverb “always” emphasizes that poverty is not something that can be easily recognized in all situations, inviting the audience to reflect on how often struggles go unnoticed, especially during the holidays. The following fragment, “Especially during the holidays,” relies on the adverb “especially” to highlight the significance of this time of year, suggesting that poverty can be even more easily overlooked during a period traditionally associated with abundance and celebration. In this way, the tagline not only stresses the hidden nature of poverty but also sets the holiday season as a time when this issue is particularly urgent. The imperative statement, “Please give generously at SalvationArmy.ca,” which is part of the advertisement’s copy, further strengthens the call to action. The adverb “generously” encourages viewers to contribute more than just a basic donation—it appeals to their compassion and sense of kindness, urging them to give abundantly. The use of “please” adds a polite, respectful tone, making the call to action feel more like a considerate request than a demand, while still urging immediate action. The inclusion of the Salvation Army logo and its slogan, “Giving Hope Today,” reinforces the organization’s credibility, assuring viewers that their contributions will make a meaningful difference. By combining an evocative tagline with careful copywriting, adverbs, and effective cohesive devices, the text not only complements the advertisement’s visuals but also strengthens its emotional appeal, encouraging viewers to respond to the hidden struggles of poverty during the festive season.

Finish this compound sentence
"The tagline emphasizes hidden poverty, so......."

Finish this compound sentence
"The tagline emphasizes hidden poverty, and......."

Finish this compound sentence
"The tagline emphasizes hidden poverty, but......."

Finish this compound sentence: "The sentence 'Please give generously' is direct, yet................"

Finish this complex sentence
Because poverty is not always easy to see, the advertisement

Finish this complex sentence
When the advertisement asks viewers to 'please give generously,' it not only

Finish this complex sentence
"Even though the holidays are typically a time of celebration, the advertisement.."

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