© boardworks ltd 2003 1 of 10 analysing adverts – cyprus this icon indicates that detailed...
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© Boardworks Ltd 20031 of 10
Analysing Adverts
– Cyprus
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© Boardworks Ltd 20032 of 10
Travel / holiday advertisements
Brainstorm
Emphasize positive aspects of the destination, e.g. sun, sports, history.
Appeal to a specific audience, e.g. adventure lovers, value for money, luxury market.
Stress points about the place that make it unique / unusual.
Use an ‘idealized’ image of the destination to appeal to tourists.
Can you think of any other features typical of holiday advertisements?
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Imagine you are designing an advertisement for Cyprus:
Advertising Cyprus
What images of Cyprus could you use?
What persuasive techniques might you include in the advertisement?
What aspects of Cyprus might you choose to emphasize?
What does Cyprus mean as a holiday destination to you?
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Persuasive techniques
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CYPRUS
Island of Culture
Island of Pleasure
Island of Contrasts
Just imagine … an island of culture where you can enjoy a morning viewing ancient architecture. An
island of activity where you can ski all afternoon. An island of romance where you can watch the sun set
from a deserted beach. But why just imagine? Why not come and visit us? Cyprus … it’s more than just
one holiday.
Advertising Cyprus
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Analysing the image
Look at the images below, taken from the advertisement for Cyprus. Why do you think these particular images were chosen? What do they emphasize about Cyprus as a holiday destination?
The three images show the contrasting aspects of Cyprus.
Picture of ‘ancient architecture’
Deep blue sky - not a cloud in sight!
Snowy mountain top with image of girl having fun
Beautiful sunset
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Analysing the headline text
CYPRUS
Island of Culture
Island of Pleasure
Island of Contrasts
Now look at the headline text below. What do you notice about the text, both in terms of its appearance and its content?
The name of the destination is in the largest size text, making it stand out.
The word ‘island’ is repeated three times, emphasizing the location and using the technique of ‘listing in threes’.
The word ‘culture’ will appeal to
tourists keen on history.
The word ‘pleasure’ will
tempt people who want to have fun
and party.
The word ‘contrasts’ makes it clear that
there is something for everyone in Cyprus.
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The consumer is asked to use their imagination
The word ‘island’ is repeated to emphasize the location
Alliteration gives emphasis and rhythm to the text
The use of questions
addresses the consumer directly
Visitors can sample culture,
take part in sports, and be
romanticJust imagine … an island of culture
where you can enjoy a morning viewing ancient architecture. An
island of activity where you can ski all afternoon. An island of romance where you can watch the sun set from a deserted beach. But why
just imagine? Why not come and visit us? Cyprus … it’s more than
just one holiday.
The final sentences again stresses that Cyprus offers a variety of holidays for tourists
Analysing the body of the text
Look at the body of the text. How do the advertisers use language to persuade you to come to Cyprus? Do they use any linguistic techniques in the text?
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The message
Cyprus is ...
An island where the tourist can experience several different ‘holidays’
A place that offers culture, sports and romance, all on the
one island
An island that could be enjoyed by a couple or a group Somewhere that the
tourist will really enjoy themselves
What sort of messages about Cyprus are the advertisers trying to send to people reading their advertisement?
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Target audience
What sort of target audience do you think the advertisement for Cyprus is aimed at? Choose some possible answers from the ideas given below.
families with very young children
older couples interested in history and architecture
people who like a variety of options, not just sunbathing
people who enjoy sports and active holidays
people who are keen on nature and wild animals
single people who just want to lie on a beach