Advanced Writing Skills

ADVANCED WRITING SKILLS

Short Composition

(Advertisement, Notices, Posters, Invitations & Replies)

ADVERTISEMENTS (4 Marks)

Introduction-

·        What is an Advertisement?

It is an announcement made through a very powerful and popular medium that reaches the maximum number of people. Advertisements are very much like notices. They only differ in content advertisements can be in the form of short phrases whereas notices gives information in complete sentences. Its tone and style is formal.

·         What is its Purpose?

It is used to influence the minds, tastes of the masses in the age of competition. The print and the electronic media play a vital role in this field. Newspaper, Magazines, Television, Radio & Cinema are extensively used by the people for various purposes. Remember that advertisement is a play of words that must be very attractive to catch the eye of the reader.

·         What are the types of Advertisements?

When you look into a newspaper you see there are different types of advertisements, some are colorful big and attractive on the other hand some are very short and not colorful so the advertisements that are attractive, big and catchy are called Display Advertisements/ Commercial Advertisements.

The small advertisements placed in columns are called Classified Advertisements.  

Types of Classified Advertisements-

1.      Situation Vacant/Wanted (Jobs),

2.      Sale/Purchase (Property, Vehicles & Household Goods),

3.      To-Let/For Accommodation (House/Flat/Agricultural Land/Industry etc.),

4.      Lost & Found (Article),

5.      Educational (Career Guidance & Counseling)  

6.      Tours & Travels,

7.      Missing (Person & Pets),

8.      Miscellaneous.

·         What are the important features of classified advertisements?

Ø  Always written in a box.

Ø  They are short and to the point as they are charged by word or line.

Ø  The language is simple, concise and to the point.

Ø  No designs are allowed.

Ø  Avoid using Articles (a, an, the), Conjunctions (and, but etc.) and Prepositions.

Ø  Clearly state the category at the top. E.g. For Sale, To-Let etc.

Ø  Give Contact Address, Name and Contact Number.

Ø  Put the matter in a box.

Ø  Word Limit- 50.

Ø  Marks-4.

Note- Marking is done as follows-

Format-1 (It includes the type of Ad- Heading)

Content-2 (It includes the reason for the Ad, Description, Contact Person and Address)

Expression-1 (It includes grammatical accuracy, spellings etc.)

1. SITUATION VACANT- (It means that there is a vacancy in a firm or institution).

2. SITUATION WANTED- (It means that you are in need of a job).

·         Value Points-

Begin with Wanted/Required.                                          Name and number of post.

Qualification and Experience.                                          Preferences- Sex & Age.

Pay Scale/Salary.                                                              Name of the Organization/Company.

Mode of Applying- Application/Walk-in-Interview.       Contact, Address and Phone Number.

Example- As the General Manager of Durian Furniture C-5, Sector 18 Chandigarh you’re looking for an Accountant. Draft an advertisement in about 50 words for the classified columns of ‘The Tribune’.

How to Solve?

Read the question carefully and underline the requirement of the advertisement who gave it and under which category the classified belong to. When you come to know that the advertisement comes under the heading of situation vacant as it requires a candidate. Put the heading first. Next remember the value points needed for this Post. The First word of your Advertisement must be highlighted to show its importance you can begin the advertisement by writing either WANTED/REQUIRED. Keeping in mind the value points of the said advertisement. Draft your advertisement. No full-fledged sentences are used while writing the advertisement.

HEADING

Begin with WANTED/REQUIRED, Name of the Company, Post and Number of Vacancies, Age, Sex, Qualification and Experience, other details (optional), pay-scale and perks, mode of applying, Contact Address and Phone Number.

Note- Keep the above value points and frame the advertisements. All the students are requested to complete the work and post it on the Whatsapp Group.

Situation Wanted- (It means that you are in need of Job)

·         Begin with Qualification and experience- Name of the profession

·         Part Time/Full Time Job

·         Salary (Fixed/Negotiable)

·         Terms and conditions (if any)

·         Interested- Contact, Name of the Person, Address and Phone Number.

Example- You are Rajan Kapoor, of D-1 Kamla Nagar Agra. You are an experienced retired teacher of English, wants a part time job in some school. Write out an advertisement to be published in the situation wanted column of a leading newspaper.

How to Solve?

HEADING

Begin with qualification, experience and Name of the profession, seeking part time job in ……………. (Place) to teach……….. (Class) timing………. (Expected Salary)………….. Interested………… (Name of the Person, Contact Address and Phone Number.

Sale/Purchase- ( It means to sell or buy- Property, Vehicle or Household Goods)

Property-

·         Available for Sale/Purchase

·         Type of Property (Flat, House, Office, Agricultural Land etc.)

·         Size/Number of Rooms etc.

·         Location and surroundings (Nearby Market, Hospital, Bank, Bus Stand etc.)

·         Use Words such as- Airy, Newly Build, Fully-furnished, well-ventilated, Spacious etc.

·         Expected Price- Fixed/Negotiable

·         Contact Address and Phone Number.

Example- You plan to sell your flat. Draft a suitable advertisement in not more than 50 words to be inserted the classified columns of a local daily giving all the necessary details. You are Neeraj, 15, Krishna Nagar Delhi.

How to Solve?

HEADING

Begin with available for sale………. (Type of Property) Size number of rooms……….. Fitting and Fixtures……. Location…………. Expected Price…………… Contact Address and Phone Number.

Vehicle-

·         Available for Sale/Purchase

·         Type of Vehicle (Car, Scooter etc.)

·         Model/Year of Manufacture

·         Color/Accessories/Condition/Distance Covered

·         Price Expected (Fixed/Negotiable)

·         Contact Address and Phone number

Example- You want sell your Honda City car as you are going abroad on an assignment. Draft a suitable advertisement in not more than 50 words to be inserted in the classified columns of a local daily giving all the necessary details. You are Arush, 14/C Gopal Nagar Bhopal.

How to Solve?

HEADING

Begin with available for sale………. (Type of Vehicle) Model/Year of Manufacturing…………. Color………… Accessory…………… Condition……………. Mileage………….. Expected Price………… Contact Address………….. Phone Number………….

Household Goods-

·         Begin with available Sale/Purchase

·         Type of Household Goods

·         Brand and Model

·         Material of which it is made

·         Condition and Utility

·         Expected Price

·         Contact Address and Phone Number

Example- You plan to sell some Household Goods of your house as you are going abroad. Draft a suitable advertisement in not more than 50 words to be inserted in the classified columns of a local daily giving all the necessary details. You are Susheel, 18 Kamla Nagar, Pune.

How to Solve?

First keep in mind the name of Household articles you wish to sell- Name, Brand, Size and Amount.

HEADING

Begin with for immediate sale of Household Goods, Name of the first article, Brand, Size and Amount, similarly second third or fourth article that you wish to sell stating the reason why you want to sell. Mention its running condition also, Contact Address and Phone Number.

To-Let-

It means the Ad is given by a landlord who wants to let out its residential (House/Flat) or Commercial property on rent.

For Accommodation-

It is written by a tenant who is looking for a residential/commercial property on rent.

Value Points-

·         Begin with Available/Wanted on Rent,

·         Type of accommodation- House/Flat/Commercial Property,

·         Description- Details regarding accommodation,

·         Facilities- Water Supply/Electricity/Parking etc.,

·         Location and Surrounding,

·         Preferences if any- Small Family/Executive/Officers etc.,

·         Rent Expected,

·         Contact Address and Phone Number.

Example- You want to let out a portion of newly constructed independent house. Write an advertisement to be published in the classified columns of a local daily giving all the relevant details. You are A.K. Sharma, 14-C Sector 12 Chandigarh.

How to Solve?

HEADING

Begin with available………… (Type of accommodation) on rent………… Description……….. (Number of Rooms, Kitchen, Lobby etc.) Facilities………… Location and surrounding………….. Preferences………….. Expected Rent…………… Contact Number and Phone Number……………

Example- You are the General Manager of Citi Bank, Lucknow, looking for an independent house for the Bank Guest house. Frame an advertisement in not more than 50 words.

How to Solve?

HEADING

Begin with Wanted ………… (Type of accommodation) on rent………… Description……….. (Number of Rooms, Kitchen, Lobby etc.) Facilities………… Location and surrounding………….. Preferences………….. Expected Rent…………… Contact Number and Phone Number……………

Lost and Found-

It means a person who has found/lost an unclaimed article or who has lost any article can write this advertisement.

Value Points-

·         Begin with Lost/Found,

·         Specify object/Item lost/Found,

·         Give a brief physical description of the object/item,

·         When/Where, Lost/Found,

·         Identification of the Item/Article,

·         Reward if any,

·         Contact Name, Address and Phone Number.

Example- You lost your bag in a bus between Dayal Bagh and Sadar Bazar while going for an interview. It contains a file having all important certificates/documents. Draft an advertisement for a local daily.

How to Solve?

HEADING

Begin with Lost a……………. Name of the article…………… Description……………. When and where Lost…………….. Identification of the Found/Lost Article…………….. Reward if any should be specified………………….. Contact Name, Address and Phone Number…………………

Educational Institutions-

Value Points-

·         Name of the institution,

·         Courses offered,

·         Duration of Course,

·         Eligibility Conditions,

·         Facilities,

·         Fee Structure, Last date of registration, Prospectus, Contact Address and Phone Number.

Tours & Travels-

Value Points-

·         Begin with Package Available,

·         Name of Travel Agency,

·         Destination and Duration,

·         Details- Food/Lodging/boarding/sightseeing,

·         Cost/Special Discount if any,

·         Contact Address and Phone Number.

COMMERCIAL/DISPLAY ADVERTISEMENT-

1.      What are Commercial/Display Advertisement?

When you look into the Newspapers, Magazines, T.V. Screens, Roadside Hoardings, Banners and Pamphlets, you see colorful ads that are of different sizes designed to sell, offer or announce commercial products or services such type of advertisements are called Commercial/Display Advertisement. Display means that which is exhibited.

2.      Main features are;-

·         They are visually attractive.

·         They are elaborate.

·         They require more space hence they are expensive.

·         The tone and language of the advertisements depends on who the target audience is.

·         It doesn’t have any fixed format.

3.      How to Design Commercial Advertisement?

·         Give appropriate heading about the product/event/being advertised.

·         Mention details about the product/event etc.

·         Catchy phrases and slogans with heading or sub-headings add to its beauty.

·         Different sizes of fonts are used with catchy slogans, pictures or sketches.

·         Details of the product or event are given in a clear and precise way.

·         Give the Name, Contact Number and address of the advertiser.

·         Present the matter in a box.

4.      Marking Scheme-

Marking is done as follows-

Format- 1 (Name of the product and address of the agency/Institution launching the product)

Content- 2 (Details of the product/service advertised, mention special attraction/discounts)

Expression- 1 (Spellings and Grammatical accuracy)

Commercial/Display Advertisement can be drafted for;-

·         Commercial goods.

·         Educational Institutions.

·         Advertising and event.

·         Launching of new product.

EXAMPLE

You are Rakesh/Rakhi. Draft an advertisement for ‘Akash Institute’, a coaching Centre renowned for providing excellent coaching for JEE/NEET. Etc.