AdvertisingWriting a comparative introduction

Goal: To identify the key elements of a comparative introduction and include

these elements in our own introductions

You are writing an analysis of an advert. What do you think you might add to the

‘introduction melting pot’?

Hang on! We have to compare. So, what do we need to add in?

Were you right?

• Read the sample introduction you have been given. From this model, try to write a ‘recipe’ for an effective introduction to a comparative essay.

• EXTENSION: How would you improve this introduction?

Introductions: A Model• Two advertisements were created, both seeking to

promote the product of bottled water. However, as each advertisement has chosen to target a different audience, their layouts/presentations are substantially different. The first, advertising the product of Aquafina, targets a general audience, one that might seek a refreshing, cool drink to quench their thirst on a hot day. Aquafina, in a simple, uncluttered layout, is established as an ideal way to cool down and feel refreshed after either a hot game of tennis, or a session of gardening or even a long, exhausting run.

Introductions: A Model• By contrast, the advertisement for the product of

Schinariel bottled water targets a different, much narrower audience: young women in the age range of 18-30 years who frequent nightclubs. The advertisement seeks to persuade its audience that partaking of Schinariel is more than just a way to re-hydrate; it provides you with a unique experience and is an essential accessory if you go clubbing. As a result, the layout of the advertisement includes a complex construction of smartly-attired night-clubbers set in a purple cloud, with raindrops converging on the product and slogan.

A typical INTRODUCTION for a COMPARATIVE ESSAY should include the following:

1. The product being advertised in both adverts (with use of comparative connectives)

2. Reference to advertisement 1: Message and the Target Audience

3. Use of comparative connective3. Reference to advertisement 2: Message and the

Target Audience.4. A note on the layout as a result of two different

target audiences, using comparative connectives.

Using the model as your guide, write your own introduction

• Don’t forget to follow the recipe!

Peer Assess

1. Did they complete their introduction? If not, perhaps suggest that they need to focus under timed-conditions.

2. Did they include all of the key elements (look back at your notes). If not, what must they remember next time?

3. Did they use comparative connectives? Did they use a variety? Set an appropriate target.