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Learning Outcomes Advertisement: Attitude
Learning Outcomes Advertisement: Attitude
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.
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.
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 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:
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
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
b. Disjunctive Clause
Example: