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Reading Non-Fiction

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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

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Complete these sentences to analyse the advert:

• Alliteration is used because…

• Repetition is used because…

• Emotive language is used because…

• Facts are used because…