- Opening paragraph
- Thesis: Argument – overall interpretation of the advert (What is it trying to say)
- Context
- Stylistic features e.g multimodal (meaning the advert uses both text and visual representations)
2. Body paragraph
- Micro-focus – details – link to main thesis
- talk about typography
3. Conclusion
- Reiteration or echo of main thesis
- Last impression
- Link to details
Key things to focus on
- Direct address to audience: Synthetic personalisation – This is where mass audience is addressed but it feels as if an individual is addressed e.g. advert, political rally
- Hypophoric questions: A question is asked and then answered
- When writing an essay – what (idea/interpretation) + How (is that conveyed)
- Context, text type, audience, purpose, style