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The Passive Voice in Advertising

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Maurice Kirksey

on 2 January 2015

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Transcript of The Passive Voice in Advertising

Watch the different advertisements and choose which techniques they use:
Find the passive voice
Reading and Speaking
Reading and Speaking
How do print advertisers use the passive voice? Think about the tourism industry and how the passive voice is used to advertise vacation locations around the world.

Advertising techniques
What types of techniques do the different commercials use?
How much rhyming verse do they use?
How much sensual or sexual imagery was used and where?
How many passive voice constructions did you notice?
Which commercial had the most passive voice vocabulary?
How many structures in the passive voice did you count?
Thank you!
The Passive Voice in Advertising
Complete the phrases

Discovered by Columbus over five hundred years ago, ________ have been called by many the most beautiful islands in the Caribbean. Our luxury resorts have been nominated by the world famous Zagat’s Guide as some of the top family vacations in the world. Covered in miles of sandy white beaches our islands are filled from end to end with fun for the whole family.

Known by people throughout the world as the President’s hotel, ________________ is the jewel of luxury hotels. Situated just off of the famous Place de la Concord, the _______ has been graced with the presence of countless presidents and world famous diplomats. The ______ is considered one of the finest vacation destinations by the rich and famous. Come and book today!

Want a little magic in your life? _____is celebrating its fiftieth anniversary in style. Our newly refurbished grounds have been filled with the same characters you grew up with by our expert Disney staff. Newly improved by our engineers and ready for a scream, the haunted house is waiting for you and your whole family. Our park is now packed with more rides and fun than ever before.

Who needs to take a plane to get to paradise? Right now, weekend packages are being offered by the ____________. Our rooms are appointed by our staff with the height of luxury amenities. Our pools are surrounded by private beach cabanas with private butler service. Private couple massage is also offered by the______. Go ahead! Indulge yourself! Call us now!
Do you recognize these locations?
Fill in the correct vacation destination for the following reading.
The Ritz Carlton South Beach
Disney World
The Bahamas
The Crillon Hotel Paris

Advertising uses the passive voice in many ways. They repeat words, use rhyming verses, sensual vocabulary or sexual imagery and try to make you see the product in your mind.
Underline sentences with the past participle in the above reading.

What types of sentences have you underlined?



What is different between the active and passive voice?


When do we use the passive voice?



In what other situations can we use the past participle? Do we always use it for the past tense?
Passive Voice constructions can make our writing more interesting.

For example:
Discovered by Columbus over five hundred years ago, the Bahamas have been called by many the most beautiful islands in the Caribbean.
The Crillon is considered one of the finest vacation destinations by the rich and famous.
Newly improved by our engineers and ready for a scream, the haunted house is waiting for you and your whole family.
Our rooms are appointed by our staff with the height of luxury amenities.
Go back to the original sentences in the passive voice that you read in the advertising and change them to the active voice.
Transform the following sentences into the passive voice:
Our hotel staff change the sheets and linens every day.
People visit the Eiffel tower in droves every day.
People call South Beach the dance capital of the America’s.
People have spent millions of dollars making Las Vegas a Mecca of tourism.
The French government has carefully cleaned and renovated Notre Dame for the New Year.
The Olympic committee has chosen Russia as the center of the next Olympics.
People have taken hundreds of pictures of tourist attractions like the Coliseum.
Key West gave every tourist a mega show for the birthday of Ernest Hemingway.
People have treasured holidays and vacation in Europe for many years.
Many tourists choose cruise ships as the safest and best way to visit the Caribbean.

Write your own travel brochure about a holiday or vacation place somewhere in the world. Remember to use the passive voice.
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