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ENGLISH

Level Two
Achievement Standard 2.8
Investigate a language or literature topic
Credits: 3

Internal assessment resource reference number:Eng/2/8 – D version 1

“Hard
Sell”
Student Instructions Sheet

This activity requires you to select and investigate your own topic within the language of
advertising. You will present a written report accompanied by material showing the research
process.

Your teacher will introduce you to the research process using the sample topic ‘the language used
in advertising to target male farmers’.
You will complete work in class and for homework. Your teacher will guide you on how much
time you have to prepare the task.

You will be assessed on how well you:

• propose research questions
• select relevant information from a range of referenced resources
• present information accurately, drawing conclusions.

You must source at least FIVE different advertisements.

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Introduction

As consumers living in the modern world, we are constantly bombarded by advertisements

exhorting us to buy products and to think and act in a certain way. Advertisers play with verbal
and visual language (words and images) and, depending on the intended audience for the product
or message, we can see patterns emerge in this language use.

For Example:
Advertisers selling handy-man tools would probably use several
active verbs which suggest vigour and toughness: “The Johnson
nail-gun fixes and secures building materials permanently.”

Advertisements for eco-friendly washing powders might have an

abundance of the colour green, natural images and pictures of
children surrounding the verbal features.

- What are the target audiences for these two products?

- Why would active verbs be a successful persuasive verbal
language technique for the audience targeted by the nail-gun
advertisement?
- Why would images of nature and children be successful
persuasive visual language techniques for the audience targeted
by the washing powder advertisement?

When we talk about a ‘target audience’ and the ‘persuasive language techniques’ used to connect
to and convince that audience, we are discussing ‘participants' relationships’ – the relationships
between advertisers and potential customers. Advertisers use a series of appeals – appeals to
prestige, appeals to intelligence, appeals to family love, etc – to create these relationships.
Look at THREE different advertisements and discuss with a partner the nature or tone of a
particular relationship (eg. chatty, expert to expert, seductive, flattering). Next, discuss the way
the advertiser seeks to gain attention, arouse interest, create desire, and cause action.
* Refer to pp 94 – 124 in your Achievement English book to help you answer these
questions.
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Task 1: Choosing a topic

You will investigate how advertisers use persuasive language techniques to influence a particular
audience. Narrow it down to an easily recognisable, stereotypical, audience.

However, don’t choose an audience that is too narrow, such as people

interested in cars or people interested in surfing, because you will not be able
to source advertisements over a range of products.

You could use one of the following target audiences:

o Fashionable young women – advertisements studied could be for clothes, gallery

openings, restaurants, perfumes, cars, gyms, etc.

o Family men – advertisements studied could be for lawn mowers, family cars, barbeques,
private schools, banks, handyman products, political party vote, etc.

o Teenage boys - advertisements studied could be for computer games, action films, sports
clothes, music, fast food, safe sex, drink driving, drug use, etc.

o Business executives - advertisements studied could be for investments, job vacancies,

luxury hotels, computer services, expensive cars, etc.

o Mothers – nutritious food, convenience or time-saving products, household appliances,

nappies, medicines etc

The list is endless: retired men and women, teenage girls, environmentally friendly people,
primary school children, parents, young couples, Pasifika peoples, etc. The exemplar in this
activity looks at farmers. You are therefore NOT able to use this group.

When making your choice of topic, keep in mind the availability of texts (advertisements of
products, services and ideas) aimed at your chosen audience. Remember you must source and
investigate at least five texts and discuss both verbal and visual features in depth.

Each of the suggestions above implies stereotypes. Advertisers often work with stereotypes.

Task 2: Formulate key questions for your research.

Your questions should expand your understandings about the language of advertising. They
should be open ended questions that seek facts and require analysis.

You may develop questions that are specific to your chosen topic and incorporate some of your
own knowledge or expectations of the topic. Here are some sample questions for an investigation
into the language that advertisers use when targeting male farmers:

When targeting farmers:

• What visual and verbal features do advertisers use that appeal to stereotypes of
masculinity? (factual and interpretive question)
• How is the context of the text (setting, actions of people depicted, desires of the
audience, etc) reflected in the verbal and visual language advertisers? (factual and
interpretive question)
• What language patterns can be observed over a range of advertisements and why
do these patterns exist? (factual and interpretive question)
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Or you can develop key questions that are less specific but still lead to a detailed investigation of
language techniques. For example, for the same topic as above you could ask these questions:

• What verbal language features are used in advertisements aimed at farmers and
what effects do they produce? (factual and interpretive question)
• What visual language features are used in advertisements aimed at farmers and
what effects do they produce? (factual and interpretive question)
• What conclusions can be made about the way advertisers target farmers? (factual
and interpretive question)
These questions appear on your research log templates. You may keep them or change them.

Task 3: Select relevant information from a range of referenced sources

a) Choose a target audience and brainstorm possible products, services and ideas aimed at
that audience. (Remember – there must be a range of products. If there isn’t, choose
a new target audience)
b) Select and investigate at least FIVE different texts.
c) Apply your key questions to each text and record your findings on a research log – see
the exemplar template attached.
d) Provide a reference for each text. (What publication did it come from? What date was it
published?) Record this in your research log.

Note on sources:
Cut out or photocopy relevant advertisements from magazines or newspapers, video
advertisements and infomercials from television. Posters, and billboards will need to be
photographed, but may be less useful as samples because they tend to have fewer verbal features.
This tends to apply to internet ads also (remember both visual and verbal language must be
discussed in depth). Television advertisements and infomercials can be videoed and they often
contain both spoken and written verbal features.

Task 4: Evaluating
Look back at the information you have assembled.
• Have you kept to your topic?
• Have you answered your key questions?
• Should you adapt any key questions?
• Have any issues or questions arisen from your investigation which you should mention in
your report?

You are now ready to write your report. Before you can start, however, you must have handed in
at least FIVE completed research log sheets. *
• These sheets must contain information that states where and when the advertisement
was published or you cannot meet the referencing requirements of the standard.

Task 5: Drafting your report.

Your final report will be written up in class over two days but you need to plan and draft it first.
You need:
• a brief introduction that outlines the focus of your argument.
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• three sections (based on your key questions) that discuss the language of advertising and
include judgements and conclusions based on the information you present. Answers to
the last question should provide concluding statements to your report.
• It should be approx 500 words.
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Exemplar for Research Log (this is an example of what Task 3 requires)
Topic: The language advertisers use when targeting male farmers.

Research Log: Advertising Target Audience: Male Farmers

Type: Printed advertisement in a magazine
Source: “Crop News” September 2002
Product, service Seppi Mulching Mowers
or idea
Key Questions Pun - “Mulching mowers that really cut it!” Cut = what mowers do and that
1. What verbal they reach required level (links to colloquial expressions used by farmers –
language features other examples in this ad, “gutsy, rugged”). Pun and colloquial expression
are used and what sets humorous and familiar tone for advertisement and connects to male
are their effects? farmer audience.
Cliché – “bite off more than you can chew” (also a pun bite = mow).
Clichés are good for memorability but in this case it creates an informal
tone that farmers would be comfortable with.
Personal Pronouns – “you”, you’ll”. 2nd person pronoun gives the effect
that Seppi are working for each individual farmer.
Jargon – “configured for tractors from 15hp to 300hp”, “precision
componentry”, “adjustable rear hatch”. Jargon is persuasive because it
appeals to the farmers’ product and occupation knowledge and intelligence.
It shows that Seppi is a brand to be trusted.

2. What visual Contrast: Red and yellow are the predominant colours and the contrast
language features ensures that the advertisement and the words “mulching mowers” stand out.
are used and what Red is used for the product and also for some of the text – this obviously
are their effects? links to a sense of power and appeals to farmers supposed ‘macho’ attitudes.
Dominant feature: Three different mower models are in the centre of the
static image each with the Seppi brand name and logo. It suggests the range
available and highlights product recognition. This ad is visually simple with
little visual imagery – perhaps connects to a no – nonsense audience.
Table: The table of statistics for models is good product information and
also highlights the technical nature of the mowers.

This ad has fewer visual features that some of the others I have sourced
3. What (most of the others have images of nature). However, the strong and vibrant
conclusions can be colours link to other images of strength in other ads. The informal language
made about the created by humour, puns, personal pronouns, etc, is consistent throughout
way advertisers my research (targeting ‘men -of-the-land, easy-going, attitude of farmers).
target this Use of jargon also found in many other ads
audience?
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Language of Advertising Terminology: Below is a very basic list of verbal and visual
language terms. See pp32-37 and 94-102 for a fuller glossary.

Technique Definition Example Effect

Language
Pun A play on words where a word “This job needs more life,” said the A pun can catch people’s attention
has two meanings. morgue attendant. with humour, or make people
think.
Hyperbole Exaggeration for effect. “Be careful with that nose – it’ll have Mainly used to catch people’s
someone’s eye out!” attention with humour.
Figurative Language that makes Bettlejuice will make you fly! Makes the advertisement more
language imaginative comparisons. interesting and makes people
(metaphors, think. Uses comparisons to better
similes, etc). explain product, service or idea.
Jargon Words used only in a particular The new Tinnons X2 has carbon Impresses the viewer of the
field, eg. industry, engineering, defromantors and rounded 42 cm shivrons. advertisement and adds
sport etc. authenticity. Appeals to their
intelligence and product
knowledge.
Slang Popular and informal usage of Get da bomb beats with the phat new Sony Appeals to a certain group –
language. MP3 player – ‘The Regulator’ usually young people.
Repetition Repeating certain words or Save. Save. Save. Stresses key words. Helps ideas
phrases. stick in the viewer’s mind.
Personal Using the pronoun you. You can be everything you want to be! Makes the viewer fell they are
Appeal (2nd being addressed personally.
person
pronoun)
Imperative Telling someone to do Buy now! Don’t wait! Commands provoke actions and
(command) something. add urgency. They are very
persuasive.
Rhetorical A question that doesn’t require Do you want decent health care? It gets people thinking?
Questions. an answer.
Alliteration. The repetition of similar Buy Bob’s butter beans! It is memorable and sticks in
sounding syllables – usually at people’s minds.
the beginning of words.
Visual
Dominant The part of the visual that Usually a picture or image of some kind, The dominant feature attracts
Feature stands out from the rest. but could be really large or strangely attention so it must have impact.
lettered words.
Lettering The way words are presented If you were advertising antiques, you It attracts attention to the message
in the advertisement – the way might use old style lettering – Allen’s and links to the purpose.
they look. Antiques.
Movement How you suggestion movement Lines behind a runner can suggest Helps give your advertisement
in a 2D image. movement. interest and get your message
across.
Colour Colours suggest different A poster trying to stop people drinking and It helps get the message across –
messages. driving can have a red background to links with the purpose.
suggest danger.
Contrast. The way colours contrast with A headline might be in bright yellow on a Helps words and images stand out
each other. green background. – catches people’s attention.
Depth. Using perspective (eg. near and Adds interest and catches peoples
distant objects) can create a 3D attention.
effect.
Proportion. How the sizes of different An advertisement for cattle drench could The use of proportion helps
things compare. have a huge cow beside a tiny fence to suggest and support ideas.
suggest the growth benefits of using the
product.
Symbol Something that can stand for an In an advertisement about good parenting, Symbols are a powerful way of
idea. a broken doll could represent the idea of communicating ideas.
child abuse.
Layout The way image is set out. In a tyre advertisement, the words could This would link to the product and
circle the image of a tyre. the message.
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Here is a sample of a report which received Excellence.
Outline the focus of
the investigation
INTRODUCTION
My research objective was to investigate the language used by advertisers to target
male farmers. My sources were mainly print advertisements from farming magazines
and newspapers but I also included a television advertisement. I wanted to find out if
there were any obvious patterns in the language of these advertisements and if
advertisers relied heavily on the farming stereotype.

What verbal language features are used in advertisements aimed at male What did you
farmers and what effects do they produce? expect to find?
Advertisers obviously want to connect with their audience. Both humour and puns
prove very effective techniques for this, and this is shown in an advertisement for
Discuss
Greenacres Greenhouses. It states they are “light years ahead of the competition” language
(meaning a long way advanced and better at providing light) and also states they features
“cover the country” (meaning both the function of a greenhouse and the branches
they have). Seppi Mowers print that their mowers can “really cut it!” (make the
Interpret
grade and actually cut grass). Humour is also used in the television advertisement
information.
for Holden Utilities. When a man takes a friend’s farm utility for a drive, he isn’t Make
told about a nasty drop off the back of a hill. When the owner is told about the qualitative
drop, he drawls, “That right?” This use of understatement, similar to the Speights’ judgements.
advertisements, plays on the quiet ‘man-of-few-words’ stereotype of farmers. Puns
and understatement help create humour, and humour is used to make farmers feel
that those selling the product are similar to them.
Statement
Farming advertisers make heavy use of jargon, especially when selling anything
mechanical or chemical. An advertisement for Raingard Spray Adjuvant, discusses Examples
“absorption of translocated fungicides” and “foliar nutrients”. Seppi Mowers state with effects
that their product is “configured for tractors from 15hp to 300hp.” These examples explained
present the products as highly technical and scientific and reflect the modern
technological world of today’s farmers. Qualitative
judgements
An informal tone is often used in farming ads. This is created by clichés (“bite off more
than you can chew”- Seppi Mowers), contractions, (“don’t”, “wasn’t”– Greenacres
Greenhouses) and colloquial expressions (“gutsy” – Seppi Mowers; “old mate” –
Holden Utilities). This is effective because it fits into the stereotype of the relaxed
lifestyle of farmers. They want farmers to feel comfortable with their product. Integrates
information/
What visual language features are used in advertisements aimed at conclusions from
more than one
farmers and what effects do they produce? source to construct
The visual features of the farming ads I found all seem to suggest strength or technology. new
The dominant image in the Seppi Mowers advertisement is of three gleaming red mowers understandings.
emblazoned with the brand name. The prominent display of these huge farm implements
suggests technological excellence and brute strength. This is powerfully supported by the
bright red ‘macho’ colour. This simple approach to layout was also used in a magazine
advertisement for a Case Loadlift. A picture of the powerful forklift was the dominant
feature and it was surrounded by other images of its capability. The bright yellow colour
and the brand name in capitals suggested power.

Many advertisements used proportion to communicate a symbolic message. In all three of

the advertisements concerning produce (Raingard Spray Adjuvant, Greenacres
Greenhouses and Success Insecticide), vegetables are shown to be the same size as
buildings and other large objects. This is achieved with low-angled and close-up views.
This gets across the message of growth but also highlights what the advertisers view as
the major concern of farmers – profit. In the Success Insecticide advertisement the
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container of insecticide may be coloured green but it is still clearly a chemical. It is
surrounded by large vegetables as if it were part of the natural growth cycle. It is hard to
imagine a food retailer advertising in this way.

What conclusions can be made about the way advertisers target farmers?
A conclusion I came to is that advertisers seem to target farmers by building a sense of
dialogue with them. This is achieved by the use of language features that create a
friendly, colloquial tone (cliches, puns, contractions, understatement, etc), but it is also Integrates
clearly displayed by the frequent use of the second person pronoun, “you”. This is a information/
common advertising technique, but it is particularly important when targeting farmers. conclusions
Perhaps the abundance of small farms in New Zealand encourages the advertisers to use from more than
dialogue to create a ‘mate-helping-mate’ approach. However in horticultural one source to
advertisements much more jargon was employed. That could reflect the more construct new
technological nature of their work. understandings.

Another conclusion I came to is that there is a lack of sentimentality in the visual

language. I expected to find a lot of green images suggesting nature and tranquillity.
While green is used frequently, it is more often related to growth and profit rather than
any nature-loving ideal. Perhaps this has something to do with the fact that farming has
become a high tech business in the last twenty years. Vibrant images and sharp colours
seem to be very important. This links to the idea of rugged activity and power and flatters
farmers by association. Simplicity seems to be a key also, and could link to farmers’
straightforward approach to life.
When concluding,
Advertisers project the modern New Zealand male farmer as a laid back, good try to connect
humoured, macho man, with a shrewd appreciation of a sophisticated high tech features of language
business. They use both visual and verbal advertising techniques to promote that use to society in
image of farming. general. Place your
883 words ideas in context.

After you have read this sample report, go back and count up the language
techniques discussed. You should discuss at least 6 different language
techniques, giving examples each time.
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2.8 RESEARCH: ACHIEVEMENT CRITERIA

Achievement Achievement with Achievement with Excellence

Merit

• Propose research • Propose research • Propose research question(s)

question(s) and question(s) and and select relevant information
select relevant select relevant from a range of referenced
information from a information from a resources.
range of referenced range of referenced
resources. resources.

• Present accurate • Present accurate • Present accurate and detailed

information and information information coherently,
draw relevant coherently, interpreting the information,
conclusions. interpreting the making qualitative judgements
information, and about it and drawing relevant
drawing relevant conclusions with close links to
conclusions. the question(s).

• Structure and • Structure and • Structure and organise

organise organise information and ideas in an
information and information and appropriate and effective
ideas in an ideas in an written format.
appropriate written appropriate written
format. format.