How to write an essay for advertisement

  1. Opening paragraph
  • Thesis: Argument – overall interpretation of the advert (What is it trying to say)
  • Context
  • Stylistic features e.g multimodal (meaning the advert uses both text and visual representations)

2. Body paragraph

  • Micro-focus – details – link to main thesis
  • talk about typography

3. Conclusion

  • Reiteration or echo of main thesis
  • Last impression
  • Link to details

Key things to focus on

  • Direct address to audience: Synthetic personalisation – This is where mass audience is addressed but it feels as if an individual is addressed e.g. advert, political rally
  • Hypophoric questions: A question is asked and then answered
  • When writing an essay – what (idea/interpretation) + How (is that conveyed)
  • Context, text type, audience, purpose, style
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