1. Analysing an Advertisement - Cyprus
CONTENTS
Travel / Holiday Advertisements Slides 2-3
Advertising Cyprus Slide 4
Advertisement for Cyprus Slide 5
Analysing the Image Slide 6-7
Analysing the Headline Text Slides 8-9
Analysing the Body of the Text Slides 10-11
The Message Slides 12-13
Target Audience Slides 14-15

2. Travel / Holiday Advertisements
Analysing an Advertisement - Cyprus
Travel / Holiday Advertisements
Write your ideas about holiday and travel advertisements on the brainstorm below. What sort of aspects might be specific to this type of advertisement? How might the advertisers present their product?
Brainstorm

3. Travel / Holiday Advertisements
Analysing an Advertisement - Cyprus
Travel / Holiday Advertisements
Here are some of the ideas that you might have written down.
Appeal to a specific audience, e.g. adventure lovers, value for money, luxury market.
Emphasise positive aspects of the destination, e.g. sun, sports, history.
Brainstorm
Stress points about the place that make it unique / unusual.
Use an ‘idealised’ image of the destination to appeal to tourists.

4. Analysing an Advertisement - Cyprus
Advertising Cyprus
On the next slide you will find a travel advertisement, promoting Cyprus as a place to go on holiday.
Before you look at the advertisement, discuss what you might expect to find in it. Use the questions below to guide you.
What images of Cyprus could be used?
What words do you expect to find in the advertisement?
What aspects of Cyprus might the advertiser emphasise?
What does Cyprus mean as a holiday destination to you?
Questions

5. Analysing an Advertisement - Cyprus
Island of Culture
Island of Pleasure
Island of Contrasts
Just imagine … an island of culture where you can enjoy a morning viewing ancient architecture. An island of activity where you can ski all afternoon. An island of romance where you can watch the sun set from a deserted beach. But why just imagine? Why not come and visit us? Cyprus … it’s more than just one holiday.

6. Analysing an Advertisement - Cyprus
Analysing the Image
Look at the images below, taken from the advertisement for Cyprus. Why do you think these particular images were chosen? What do they emphasise about Cyprus as a holiday destination?

7. Analysing an Advertisement - Cyprus
Analysing the Image
Deep blue sky - not a cloud in sight!
Clean white background
Beautiful sunset
Picture of ‘ancient architecture’
Snowy mountain top with image of girl having fun
Secluded beach setting
The three images show the contrasting ‘sides’ of Cyprus.

8. CYPRUS Analysing the Headline Text
Analysing an Advertisement - Cyprus
Analysing the Headline Text
Now look at the headline text below. What do you notice about the text, both in terms of its appearance and its content? What about the colours that are used?
CYPRUS
Island of Culture
Island of Pleasure
Island of Contrasts

9. CYPRUS Analysing the Headline Text Island of Culture
Analysing an Advertisement - Cyprus
Analysing the Headline Text
The name of the destination is in the largest size text, making it stand out.
The word ‘culture’ will appeal to tourists keen on history.
CYPRUS
Island of Culture
Island of Pleasure
Island of Contrasts
The word ‘island’ is repeated three times, emphasising the location and using the technique of ‘listing in threes’.
The word ‘pleasure’ will tempt people who want to have fun and party.
The word ‘contrasts’ makes it clear that there is something for everyone in Cyprus.
The bright pink background catches the eye and makes the words in black stand out more clearly.

10. Analysing the Body of the Text
Analysing an Advertisement - Cyprus
Analysing the Body of the Text
Finally, look at the body of the text. How do the advertisers use language to persuade you to come to Cyprus? Do they use any linguistic techniques in the text?
Just imagine … an island of culture where you can enjoy a morning viewing ancient architecture. An island of activity where you can ski all afternoon. An island of romance where you can watch the sun set from a deserted beach. But why just imagine? Why not come and visit us? Cyprus … it’s more than just one holiday.

11. Analysing the Body of the Text
Analysing an Advertisement - Cyprus
Analysing the Body of the Text
The first words ask the consumer to use their imagination
Visitors can sample culture, take part in sports, and be romantic
Just imagine … an island of culture where you can enjoy a morning viewing ancient architecture. An island of activity where you can ski all afternoon. An island of romance where you can watch the sun set from a deserted beach. But why just imagine? Why not come and visit us? Cyprus … it’s more than just one holiday.
The advert uses alliteration to give emphasis and rhythm to the text
The use of questions addresses the consumer directly and makes him / her think, why not go there?
Again, the word ‘island’ is repeated to emphasise the location
The final sentences again stresses that Cyprus offers a variety of ‘holidays’ for the tourist

12. Analysing an Advertisement - Cyprus
The Message
What sort of messages about Cyprus are the advertisers trying to send to people reading their advertisement? Write your ideas on the brainstorm below.
Cyprus is ...

13. Analysing an Advertisement - Cyprus
The Message
An island where the tourist can experience several different ‘holidays’
A place that offers culture, sports and romance, all on the one island
Cyprus is ...
An island that could be enjoyed by a couple (viewing architecture / romancing on the beach) or a group (having fun in the snow)
Somewhere that the tourist will really enjoy themselves

14. Analysing an Advertisement - Cyprus
Target Audience
What sort of target audience do you think the advertisement for Cyprus is aimed at? Choose some possible answers from the ideas given below.
Families with very young children.
People who enjoy sports and active holidays.
Older couples interested in history and architecture.
Single people who just want to lie on a beach.
People who like a variety of options, not just sunbathing.
People who are keen on nature and wild animals.

15. Analysing an Advertisement - Cyprus
Target Audience
Here are the target audiences that the advertisers are most likely to be targeting and the reasons why.
People who enjoy sports and active holidays.
Because the advertisement says that you can ski.
Older couples interested in history and architecture.
Because the advertisement talks about ‘ancient architecture’.
People who like a variety of options, not just sunbathing.
Because the advertisement specifies the contrasting activities available.