Each of us are bombarded by advertisements throughout the day, every day. Recognizing the persuasive techniques marketers use in their advertisements is an essential skill for every IB learner. The goal of this section is to allow you to become more familiar with different types of advertising, as well as to introduce you to key features we commonly see and advertisements of all kinds. Lastly, you should gain an understanding of the way various techniques and advertisements create an effect on the target audience.

• banner: An image-based advertisement that appears across a website or web page

• sponsored link: A paid advertisement in the form of a hypertext link on a website that shows up on search results

• marketing: The process of promoting products or services, including market research and advertising

• ambient advertising: Advertisements that make use of their physical surroundings in order to construct meaning

• billboard: A large outdoor board for displaying advertisements

• guerilla advertising: Street art which incorporates its physical surroundings in order to construct meaning

• product placement: The practice of placing products or services in a feature film or TV programme

• spoof ad: A fictional advertisement for a non-existent product, which makes fun of an actual advertisement for a real product

• celebrity endorsement: A form of advertising that involves a famous person in order to promote a product

• advertorial: An advertisement that gives information about a product or service in the form of an editorial or journalistic article

• commercial: A TV or radio advertisement

• public service announcement (PSA): An advertisement which is disseminated, often without charge, for the purpose of raising awareness about a social issue

• subvertising: A portmanteau of ‘subvert’ and ‘advertising’; a practice of making spoofs or parodies of corporate and political advertising

• visual narrative: The storyline that is suggested through an image

• copy: The body of written text in an advertisement, usually explaining the benefits of the product or service

• tagline: A catchphrase or slogan, especially used in advertising

• signature: In advertising, the placement of the advertiser’s logo and name

• logo: A mark or emblem that is used to promote public identification and recognition

• slogan: A short, memorable phrase used in an advertising or political campaign

• signifier: A signifier is a symbol, sound, or image (such as a word) that represents an underlying concept or meaning. Consider what is signified in each image, as well as what signifiers have constructed these meanings.

• icon

• logo: a symbol or other small design adopted by an organization to identify its products, uniform, vehicles, etc.

• composition: This refers to an author's arrangement of objects in relation to each other, the use of color and contrast, the amount of negative space, and the use of light and depth.

• lighting and color: Consider whether the lighting is crisp or warm. Is there high or low contrast? What associations do you have with the colors? Brighter images generally exude warmth and friendliness.

• negative space: This is a deliberate space within an image that is empty.

• rule of thirds: This is a way that many effective images are composed. Viewers often look to the places where three columns and three rows intersect.

• anchoring: This is the process of making an image meaningful by adding words, such as a caption. It is also the process of making words meaningful by adding images, such as an illustration.

• ears & teasers: The upper left and right corners are known as the 'ears' of the cover. Headlines in the ears are also called 'teasers', as they invite the reader to look inside the newspaper or magazine.

• body language: A kind of stylistic device or structural feature of a visual text - Focus on the following elements:

  • gaze: Gaze is the subject looking at the camera, to the side of the camera, or to a faraway place. The subject's gaze has an effect on the reader. Looking away from the camera can make the subject appear aloof, distant or unapproachable. Looking into the camera, however, makes the subject appear engaged with the reader.

  • smiles and teeth: The mouth can express emotions quite clearly. Smiles, especially those showing teeth, make on look friendly, jovial and affable.

  • position of hands: Hands matter! Crossed arms tend to make the subject look strong. Fidgeting hands are a sign of weakness.

  • skin: Skin means exposure. This may be interpreted as vulnerability, sexual availability or athletic ability, depending on the camera.

• visual path: This is the natural flow of the eyes over a text that is deliberately intended by the creator.