Learning Outcomes Advertisement

Attitude

To uphold and apply religious values, moral values, ethical values, personal and social
values (honesty, discipline, accountability, independence), care and respect for
differences and diversity, tolerance, peace, collaboration, nationalism

Knowledge
1. Understand, apply, and compare the social functions, text structures, and lexico -
grammatical features of a number of advertisements in regard to the contexts of situation
2. Apply the knowledge to engage in social functions with advertisement, in contextually
acceptable text structures and lexico-grammatical features.
Skills
1. Demonstrate the differences and similarities between a number of advertisements from
varied contexts of situation, in regard to the social functions, text structures, and lexico-
grammatical features.

2. Produce a number of advertisements for contextually acceptable social functions, with

contextually acceptable text structures and lexico-grammatical features.

Unit Learning Outcomes

Part 1: advertisement text to Observe
1. To analyse the contextual differences and similarities between a number
of advertisement texts in regard to the social functions, by showing the evidence from the
texts (expressions, sentences, paragraphs, etc.) in fluent and lexicogrammatically accurate
spoken and written English.
2. To analyse the contextual differences and similarities between a number
of advertisement texts in regard to the text structures, by showing the evidence from the texts
(expressions, sentences, paragraphs, etc.) in fluent and lexicogrammatically accurate spoken
and written English.
3. To analyse the contextual differences and similarities between a
number advertisement texts in regard to the lexicogrammatical features, by showing the
evidence from the texts (expressions, sentences, paragraphs, etc.) in fluent and
lexicogrammatically accurate spoken and written English.
Part 2: advertisement text to Produce
4. To read a number of advertisements texts meaningfully

5. To write a number of advertisement texts for contextually appropriate social functions, in

contextually appropriate text structures and lexicogrammatical features.

Learning Materials
Learning materials in this activity will be divided into two main sections; Key Features of The
Text and Meaning Making Task. Study them carefully and do each of the tasks following.

Key Features
Advertisement
1. Social Function
 To persuade listeners or readers to buy or to use the product or services being
advertised
 To convince products, services, or events to the public
2. Generic Structure
 Purpose: purpose built of the advertisement
 Name of product: Product names in advertising
 Users: users of the product or target readers.
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3. Lexicogrammatical Features

 Coinage

Advertisements are full of coined words to be lively and eye-catching. For example:Give
a Timex to all, to all a good time. (Timex, a brand name of watch) Timex, being a coined
noun, is formed originally from the two words "time" and "excellent". The new word is
short and easy to remember.

 Comparative and Superlative Adjective

Comparative and superlative adjectives are frequently and commonly used in the
advertisements in order to convince the readers.

Example:

More connections to Europe. DHL has the world's biggest logistics network

In this example, DHL, the logistics company, highlight its advantage of being more
accessible and more easily to reach with the word "more" and "biggest". Those who
read this advertisement will have the impression that DHL is right choice for them
because it has more locations to reach than other companies

 Compound Word

Compound words are colloquial in form, which will gives the readers a sense of
closeness. Compound words also allow more possibilities to create humorous effect.

Example:

better-than-leather-miracle-covering look at the oh-so-comfortable size give that oh-so-good-

to-be alive feeling

This advertisement is quite interesting by combining many words together, which sounds like
someone who is exclaiming his extol. Without doubt, it is impressive because of its crea tivity
of compound word and humorous effect

 Syntactic features of advertisements

a. Imperative Sentence

Imperative sentences are often persuasive in that it arises the reads' impulse to buy the
product. Imperative sentences, beginning with the verbs, are forceful and tempting, which
coincide with the purpose of the advertisements.

Example:

Get fast downloads with no wires attached. (SmarTone, Hong Kong Telecom Company

Stop in at any Ford or Lincoln-Mercury dealer. (Ford, Car Company)

b. Disjunctive Clause

Disjunctive Clause is the exclusive syntactic features of advertisements in English newspaper

and magazines. Disjunctive Clause usually chops the sentences into several parts with the
cohesive device of full stop, dash, hyphen, semi-colon etc.By doing so, the advertisement is
more condensed, which will save the money for taking up too much space of the newspapers
or magazines.

Example:

We strive to send you a vacation faster. Caring more about you