Portuguese Year 5: Advert and formal letter: to persuade and to request
Portuguese, Year 5 (Portugal): Recognise the purpose and structure of an advert and of a formal letter, and read each with the right questions in mind.
One tries to persuade, the other to request
An advert wants to persuade you to buy, use or join something. It combines image, slogan (a short, memorable phrase), brand name and an appealing text (adjectives, imperative verbs). A formal letter is written to a person or body you owe respect, to request, inform or complain. Its structure: place and date, addressee, subject, form of address («Exmo. Senhor…»), body, closing («Com os melhores cumprimentos») and signature. The language is careful, without slang.
Choose with your head, write to be taken seriously
Advertising is made so that you feel you need something: knowing its means (image, exaggeration, repetition) lets you choose with your head, not only with your wish. The formal letter exists because in some situations tone and structure count: whoever receives it decides quickly whether to take it seriously, and a clear, polite and organised letter is more likely to be answered.
A letter to the head teacher
A pupil writes to the head teacher: «Exmo. Senhor Diretor, venho por este meio solicitar autorização para utilizar o pavilhão às terças-feiras, no intervalo do almoço.» (Dear Sir, I hereby request permission to use the sports hall on Tuesdays at lunch break.) Step 1: purpose, to request permission. Step 2: parts: place and date, addressee, subject («Pedido de utilização do pavilhão»), form of address, body, closing, signature. Step 3: language: «venho por este meio solicitar» is a careful formula; no «Olá», no slang. Step 4: the body states the request, when and what for, in a few sentences.
Believing the promise, or writing like to a friend
There are two mistakes. In an advert: believing what it promises just because it sounds sure («o melhor do mundo», the best in the world). Advertising exaggerates on purpose: ask what its aim is (to sell) and where the proof is. In a formal letter: writing it like a message to a friend («Olá, preciso do pavilhão!», Hi, I need the sports hall!): with no form of address, structure or closing, it is hardly taken seriously. Use full sentences, a respectful address and a polite closing.
Where you meet them
You see adverts on posters, in videos, on labels and on social media. You will write formal letters, or e-mails in the same tone, when you ask the school for a certificate, complain about a purchase, apply to a club or, later, to a job. Even by e-mail, the formal structure stays.
Test what you learned
What is the main purpose of an advert?
- a) To inform without taking sides, like an encyclopedia entry
- b) To persuade you to buy, use or join something
- c) To tell a story with a beginning, middle and end
Correct answer: b) To persuade you to buy, use or join something — Yes: the purpose of an advert is to persuade, with image, slogan and an appealing text.
A pupil wants to ask the head teacher for permission for a school trip. Which is the best opening for a formal letter?
- a) «Ei, diretora, deixa-me ir à visita!» (Hey, Head, let me go on the trip!)
- b) «Olá! Quero autorização para a visita.» (Hello! I want permission for the trip.)
- c) «Exma. Senhora Diretora, venho por este meio solicitar autorização para…» (Dear Madam, I hereby request permission for…)
Correct answer: c) «Exma. Senhora Diretora, venho por este meio solicitar autorização para…» (Dear Madam, I hereby request permission for…) — Yes: respectful form of address, careful formula and a clear request are the marks of a formal letter.
An advert says «O melhor detergente do mundo!» (The best detergent in the world!). What do you do?
- a) I remember that an advert wants to sell and look for proof of what it says
- b) I accept it, because an advert would not exaggerate
- c) I conclude it must be the cheapest one
Correct answer: a) I remember that an advert wants to sell and look for proof of what it says — Yes: advertising exaggerates on purpose, so «o melhor do mundo» needs evidence before you believe it.
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