Pamela
ENG2602
Take Home Exam
Section A – Question 1
Commercial persuasion
Every day the public gets ambushed with advertisements, sometimes without even
noticing. A Luxury weekend away from Humberside Airport is being advertised in the
extract provided with families, romantic partners and art enthusiasts (aesthetes) in
mind. The advertiser has made use of a variety of different methods of persuasion,
whereby one finds diction, visual effects, language and stylistic features. This essay
shall provide a detailed description of the advertisement provided by highlighting the
use of the writer‟s persuasive techniques. Maya likes to drink tea, but Lee does not.
The style used in this text notifies the reader to its genre, which is an advertisement.
The use of short sentences in comparison to a properly constructed full sentence is a
general and familiar feature of advertisements, as information should be brief and
concise in order to allow the reader to soak up as much of information as they
possibly can in a short span of time. The text itself is also positioned in a way that
permits the reader to begin reading at any part of the advertisement and still makes
the text coherent and reasonable. Lee wants the toy.
The target audience for this advertisement in particular is revealed through its diction
and style, as mentioned above, the target audience is seemingly aimed towards
romantic partners, families, art enthusiasts and architectural engineers. It is also
indicated by the use of the GBP currency (£) that it is advertised for people from a
country that uses this form of currency, that is most probably a target group from
either; the United Kingdom, Jersey, Guernsey, the isle of Man, the British Antarctic
Territory and Gibraltar. The overall price of the trip is, £798pp, indicating that the
advertisement may not appeal to people that fall under a lower income bracket. It is
also important to note that the use of the, “pp” (per person) signifies that the holiday
is not solely inclusive for friends, families or romantic partners, but can be
experienced as a solo trip as well.
, The pictures of the attraction sites located in Venice, as well as the images of the
hotel room do not only draw our attention to the advertisement, it also elucidates the
intended target audience. The use of the pictures enhances the reader‟s interest
towards Venice as a whole, due to the sense of relaxation, romance, impeccable
architecture and scenery emanating from the images provided.
The holiday being advertised is stated in a bold font. The boldness of the headline in
contrast with the rest of the text captures the reader‟s attention while also revealing
the core message of the advertisement. The writer makes use of the bold font
numerous times during the text, thus creating a progressive change from; drawing
attention, to holding the reader‟s attention and onto creating a desire for the item
being advertised. While the use of the pictures enhances the reader‟s attention, the
irregular use of the bold fonts ensures that the reader‟s attention remains captivated
so they may develop a consideration and desire for the holiday. Humberside Airport
and the number on which the agency can be reached are also in bold fonts, to
ensure that the reader knows how to contact them if they wish to book an
appointment. It is equally important to take note that the name of the service
provider, “Humberside Airport”, has been repeated numerous times through the text
in order to make sure that it remains in the readers mind and can be easily
remembered when needed.
The list of services that were made available in the text, display‟s convenience and
gives relative knowledge that the audience would find useful. The use of the list
shows that this service operator offers a variety of aspects which include private jet
experiences, complimentary refreshments, accommodation at a deluxe location and
so much more. Upon reading all of the other services on offer when booking with
Humberside Airport the reader finds themselves compelled to take them up on their
offer as it seems rather exclusive.
Moving away from the overall construction of the advertisement, a conversational
tone can be found through the use of the pronouns, “yourself”, “you” and “ours”,
which makes the reader feel that he or she is being addressed directly. It also
creates an impression to the reader that the service and trip provided is custom
designed to suit their needs specifically, which in turn makes them feel special and
further persuades them into considering contacting the agency.
ENG2602
Take Home Exam
Section A – Question 1
Commercial persuasion
Every day the public gets ambushed with advertisements, sometimes without even
noticing. A Luxury weekend away from Humberside Airport is being advertised in the
extract provided with families, romantic partners and art enthusiasts (aesthetes) in
mind. The advertiser has made use of a variety of different methods of persuasion,
whereby one finds diction, visual effects, language and stylistic features. This essay
shall provide a detailed description of the advertisement provided by highlighting the
use of the writer‟s persuasive techniques. Maya likes to drink tea, but Lee does not.
The style used in this text notifies the reader to its genre, which is an advertisement.
The use of short sentences in comparison to a properly constructed full sentence is a
general and familiar feature of advertisements, as information should be brief and
concise in order to allow the reader to soak up as much of information as they
possibly can in a short span of time. The text itself is also positioned in a way that
permits the reader to begin reading at any part of the advertisement and still makes
the text coherent and reasonable. Lee wants the toy.
The target audience for this advertisement in particular is revealed through its diction
and style, as mentioned above, the target audience is seemingly aimed towards
romantic partners, families, art enthusiasts and architectural engineers. It is also
indicated by the use of the GBP currency (£) that it is advertised for people from a
country that uses this form of currency, that is most probably a target group from
either; the United Kingdom, Jersey, Guernsey, the isle of Man, the British Antarctic
Territory and Gibraltar. The overall price of the trip is, £798pp, indicating that the
advertisement may not appeal to people that fall under a lower income bracket. It is
also important to note that the use of the, “pp” (per person) signifies that the holiday
is not solely inclusive for friends, families or romantic partners, but can be
experienced as a solo trip as well.
, The pictures of the attraction sites located in Venice, as well as the images of the
hotel room do not only draw our attention to the advertisement, it also elucidates the
intended target audience. The use of the pictures enhances the reader‟s interest
towards Venice as a whole, due to the sense of relaxation, romance, impeccable
architecture and scenery emanating from the images provided.
The holiday being advertised is stated in a bold font. The boldness of the headline in
contrast with the rest of the text captures the reader‟s attention while also revealing
the core message of the advertisement. The writer makes use of the bold font
numerous times during the text, thus creating a progressive change from; drawing
attention, to holding the reader‟s attention and onto creating a desire for the item
being advertised. While the use of the pictures enhances the reader‟s attention, the
irregular use of the bold fonts ensures that the reader‟s attention remains captivated
so they may develop a consideration and desire for the holiday. Humberside Airport
and the number on which the agency can be reached are also in bold fonts, to
ensure that the reader knows how to contact them if they wish to book an
appointment. It is equally important to take note that the name of the service
provider, “Humberside Airport”, has been repeated numerous times through the text
in order to make sure that it remains in the readers mind and can be easily
remembered when needed.
The list of services that were made available in the text, display‟s convenience and
gives relative knowledge that the audience would find useful. The use of the list
shows that this service operator offers a variety of aspects which include private jet
experiences, complimentary refreshments, accommodation at a deluxe location and
so much more. Upon reading all of the other services on offer when booking with
Humberside Airport the reader finds themselves compelled to take them up on their
offer as it seems rather exclusive.
Moving away from the overall construction of the advertisement, a conversational
tone can be found through the use of the pronouns, “yourself”, “you” and “ours”,
which makes the reader feel that he or she is being addressed directly. It also
creates an impression to the reader that the service and trip provided is custom
designed to suit their needs specifically, which in turn makes them feel special and
further persuades them into considering contacting the agency.
