TEXT AND SUBTEXT

IN PRINT
ADVERTISEMENTS
English III

Mrs. Oualline & Coach Svien

ANALYZING ARGUMENTS

TEXT

Written or Spoken Words

Pictures, Graphics

Moving Images

Sounds

Arrangement,
Organization, Sequence

Manifest Text

ANALYZING ARGUMENTS

SUBTEXT

Interpretation

Between the Lines

Can be SUGGESTED from text

Can be CREATED by individual

Latent Text

TEXT AND SUBTEXT

PRINT ADVERTISEMENT

WHAT IS THE TEXT TELLING US?

The sun is
shining; its a
beautiful day.
A catchy slogan!
You make it
work. Well keep
it clean. The
emphasis is on
work and
clean.
Another catchy
slogan, but smaller.
Style is an option.
Clean is not.
The second part is
bolded.

The model is
smiling, and
wearing fresh
makeup.
Shes wearing Tides
colors (orange and blue);
her clothes are clean and
bright (not faded). She
also has on a trendy
scarf and belt.
The Tide LOGO,
so we know
what is being
advertised.

WHAT IS THE SUBTEXT TELLING

US?
Its always a
beautiful day
when you are
wearing
bright, clean
clothes.
Tide will keep your
fashionable clothes
clean so you can
keep being
fashionable.
Looking great is
your choice. Even if
you arent stylish,
you will still look
better if your
clothes are clean.

She looks great and

feels great.
Thanks, Tide!

Shes wearing
Tides colors, which
are apparently very
fashionable.

The Tide
LOGO. My
Mom uses
Tide.

HOW DOES THE AD USE THE

RHETORICAL APPEALS?
PATHOS
(emotion)
Beautiful, sunny
day makes people
think of
happiness,
spring/summer,
the fresh smell of
the air outside.

LOGOS
(logic, reason)
Tide is going to
keep your clothes
clean (whether
stylish or not).
Clean is important.

PATHOS
(emotion)
The model is happy,
wearing fresh
makeup.
ETHOS
(credibility)
Her clothes are
clean and bright.

ETHOS
(credibility)
Tide is a
trusted name
brand.

YOUR TURN

Got Milk Advertisement

Explore the TEXT and SUBTEXT of
your Got Milk Ad.
5

examples of TEXT
5 examples of SUBTEXT
Write in COMPLETE SENTENCES

TEXT

Evaluate how the Ad appeals to:

ETHOS

(credibility)
PATHOS (emotion)
LOGOS (logic)

SUBTEXT

GROUP 1

GROUP 2

GROUP 3

GROUP 4

GROUP 5

GROUP 6

GROUP 7

HOMEWORK:
YOUR ASSIGNMENT:
Locate an advertisement in either a magazine,
newspaper, or online. Print or cut out the ad and
bring it to class on TUESDAY.

TEXT/SUBTEXT ANALYSIS

Get out your PRINT ADVERTISEMENT or pick one

from my folder in the front of the room.

On your T-chart, list five examples of TEXT

from the ad and five examples of SUBTEXT
from the ad.

All answers must be reasonable examples with a

detailed description (TWO SENTENCE MIN.).

TEXT

Which appeal (ethos, pathos, logos) is this

advertisement using?

Explain your answer with SPECIFIC REFERENCES

to the advertisement.
SIX SENTENCE MINIMUM (two for each).

SUBTEXT