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EAL Nexus resource
Persuasive writing (adverts and leaflets)
Key words, definitions and examples
Subject:
English
Age groups:
8–11, 12–14, 15–16, 17–18
Topic:
Non-fiction writing
Licence information | This resource is free to use for educational purposes.
Source | This resource was originally developed by Charlotte Hurley and has been adapted by EAL Nexus.
©British Council 2014
Key term
Definition
Example
Paragraph
A part of a piece of writing that
usually deals with one subject,
that begins on a new line, and
that is made up of one or more
sentences
Key term
Modal verbs
Definition
A type of verb that is mainly
used to show how sure we are
that something has happened, is
happening or will happen
Examples
can, could, may, might, must, ought,
shall, should, will, would
 You should visit soon …
 This might be the best holiday
ever …
 Would you want to miss out?
Key term
Definition
Examples
Cause and effect
Phrases used to show what will
happen if you take the action
or buy the item that is being
promoted or advertised
 If you buy this watch, then you
will never be late again …
Key term
Concluding statement
Definition
The final part of the advert or
leaflet which sums up the
reason to do or buy what is
being advertised or promoted
Example
They’re light, they’re comfortable
and they look great. These are the
best trainers you could buy!
Key term
Present tense
Definition
A verb tense used to show an
action that is happening now
Examples
 This is the chance of a
lifetime …
 Chokko is a creamy
chocolate treat.
Key term
Opinion
Definition
A judgement or viewpoint on a
particular matter
Examples
 There are spectacular views …
 We think our food is the tastiest
there is …
Key term
Slogan
Definition
A phrase used that is associated
with a particular product. Often
repeated and used at the end
of an advert
Examples
 ‘I’m lovin’ it’
 ‘Like brands only cheaper’
 ‘Should’ve gone to Specsavers’
 ‘Simples’
Key term
Wordplay
Definition
Using and swapping words that
have similar meanings in a clever
and fun way
Examples
 Laptops for top laps
 The Worcester saucerer (Lea
and Perrin’s Worcester sauce)
 It ’asda be Asda
Key term
Fact
Definition
Something known to be true,
that can be proved
Examples
 It has 20 different speed
settings
 It is made using the latest
technology
 It contains Vitamin C
Key term
Statistics
Definition
A fact or piece of data
obtained from a large study
Examples
 70% of people said that they
noticed a difference
 Just under 400 people visit
each day
Key term
Persuade
Definition
To urge someone to do
something by giving them a
good reason to do so
Example
 Use this to make you look
younger
 Visit us and have the time of
your life
 Buy it and you’ll never waste
time again
Key term
Emotive language
Definition
Language used to cause a
particular emotion in the reader
Example
 The breathtaking scenery
 These lonely, abandoned
animals
 Have you suffered from a
terrible accident?
Key term
Exaggeration
Definition
To make something sound
‘more’ than it is, e.g. bigger,
better, quicker …
Example
 This is the quickest bike of its
kind
 It’s the tastiest cake you can
buy
 It works faster on stains than
any other
Key term
Rhetorical question
Definition
A question which doesn’t
require an answer, that is used
to hook the reader
Example
 Do you need to lose weight?
 Have you suffered an injury at
work?
 Could you do with a holiday?
Key term
Alliteration
Definition
The repetition of an initial sound
in a phrase or sentence used for
effect
Example
 Britain’s best bank
 Don’t dream it. Drive it
Key term
Rhyme
Definition
Words which have the same
sounds at the end used
together for effect
Example
 Once you pop, you can’t
stop
 Don’t just book it, Thomas
Cook it
Key term
Boastful
Definition
To exaggerate the benefits of
the item being advertised
Example
 We think that it’s the best of
its kind
 This is going to get that
kitchen clean in seconds
Key term
Adjective
Definition
A word which modifies and
gives more information about a
noun
Example
 amazing views
 mouth-watering dishes
 comfortable beds
Key term
Font
Definition
Style of lettering used in print
Example
 Font
 font
 font
 font
Key term
Opinion as fact
Definition
When the advertiser presents a
viewpoint as if it is fact
Example
 Many experts agree that this
could change your life
 We feel that it might be the
only drink that can quench
thirst fast
Key term
Imperative verb
Definition
A verb that gives a command
or instruction
Example
 Buy this product
 Act now
 Grab your tickets