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

"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)

Sample

This Salvation Army advertisement, aimed at encouraging holiday donations, uses visual and textual elements to highlight the often hidden nature of poverty. Targeted at a broad audience, particularly those in a position to donate, the ad contrasts the festive holiday message with the stark reality of a struggling family. The purpose of the ad is to invoke empathy and awareness, encouraging viewers to recognize the unseen hardships faced by many during the holidays. Through its poignant imagery and emotional appeal, the ad urges viewers to act by donating to those in need.