https://docs.google.com/presentation/d/1kAV3iHQQS_ATM-T3jPa5UfB1Rp8zTB3jjNffkE4tZa0/edit?ts=6041e9af#slide=id.gc31378443b_0_433
ANALYSING A PRINT ADVERT: PROMPT
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- Describe what you see in the advert – note everything down (literally).
- Is the text multimodal? How much of the text is visual and how much written?
- Focus on the composition and layout: where is the image placed? Camera angle/shot? Where is the written text in relation to the visual?
- Describe the image. If there are people, describe what they look like, their expressions, their behaviour (what are they doing?) and their relationship with one another.
- What is foregrounded? Is anything in the background? What is the connection between the two?
- What are the connotations of the visual imagery in the advert? (abstract ideas)
- Examine the written text and the specific word choice. What are the connotations and implications of the words?
- Examine the typography (font choice, layout, design). How might the choices affect the reader’s pathway through the text? Is specific emphasis placed on certain words?
- Describe the mood and tone of the advertisement.
- What values and assumptions are reflected in the text?
- How is the brand or product or idea promoted in the text?
- Identify: Context, Audience, Purpose, Style
- Whose views are being represented?
- What or whose interests are being served?
- What are the intentions behind the message?
- What position are you being invited to take?
- What cultural assumptions are made?
STEPS IN APPROACHING THE PAPER
- SKIM
- GUIDING QUESTIONS
- SCAN
- AUDIENCE AND PURPOSE
- THESIS
- HOW
- READ CLOSELY + ANNOTATE
CRITERIA
Criterion A is focused on understanding meaning, both literal and abstract. Criterion A is focused on inferring meaning from the text.
Criterion B is focused on understanding the conventions of different text types. Authorial choices refers to stylistic conventions.
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- 2 types of conventions:formal and stylistic
- Stylistic: Narrative structure, punctuation, vocabulary, literal vs metaphors
- Formal: following a form, nothing to do with formality. How does it conform to the typical conventions of other texts of its type?
Students must show an understanding of the effect of particular stylistic choices such as language, visuals, composition, framing etc. Students need to move beyond feature spotting to analysis, and from analysis to evaluation of how these conventions or features create meaning.
- Answering the WHY and the HOW
- Consider formal and stylistic features: how their used and why their used
Criterion C centres around the focus provided by the guiding question. The essay must be cohesively organised and have a logical structure. Use transitional and cohesive phrases to link and develop ideas.
Criterion D Knowledge of specific terminology related to text types is expected, as is an academic register.
- Terminology is what makes it academic register
- Must use academic register (effective and appropriate rather than complex)
- It explains your thinking
- Use formal language