Compare and contrast the ‘Airpack’ advertisement and ‘Text A’.

Using a framework analysing mode in the ‘Airpack’ advert, many spoken features are used. However the text is mainly in written mode, as it is a script and therefore can easily be rehearsed. This implies that the advertisement can be used by voice or by sight showing that it can be viewed by a variety of ages and audiences. Spoken features in the text are used to adapt to the informal register and to the viewers. ‘Box was a bit flaky?’ The rhetorical technique enhances the conversational tone of the text and the quote ‘a bit’ implies that the character is unsure and uncertain of what they are suggesting thus emphasising the casualness. Furthermore other spoken feature included, is the use of deixis, for example ‘that’ contributes to the context and register of the text. The anaphoric reference of the deixis term ‘that’ implies that the character is not willing to elaborate on what it is they are referring to showing that the advertisement is slightly more colloquial as it is expected that the viewer has the knowledge of the ‘plastic terracotta dish’ that they are referring to.

Unlike the ‘Aripack’ advertisement, Text A is more formal as it is part of a newspaper and therefore needs to be informative rather than having a colloquial tone to it. However, when comparing Text A to the ‘Airpack’ advert, it is evident that both texts include lots of spoken features. Whereas the ‘Airpack advert’ is in written mode, Text A is in spoken mode to convey the conversational aspect and the spontaneity between both characters. A feature used which shows that it is in spoken mode is the use of ellipsis. ‘I’ve a lump sum to invest.’ The past participle of the verb ‘to get’ is missed out which conveys a more casual and conversational tone. Furthermore the idiolect and slag word ‘lump’ used to convey the amount of money this character has, shows that she is quite informal, unsure and clearly not very sophisticated which her choice of lexis which is shown through her higher frequency lexis.

In Text A, analysing the spoken features through a framework of pragmatics, the pragmatic features and contractions imply that the text is more spontaneous and impulsive. ‘As a wife you’ll have your own tax allowance..’ This shows that the text is slightly old fashioned which emphasizes its product of age. The use of pragmatics indicate that women are seen as less superior. The noun ‘wife’ objectifies the women showing that they are of less importance and gives a patronizing tone to the text. Looking at the quote from a framework analysing attitudes and values, the text portrays the attitudes towards women at that period in time. In addition the second person personal pronoun ‘you (ll)’ implies the speech mode and allows the text to be slightly more conversational. This use of contractions and direct pronouns, help the text to adapt to the tone.

Analysing the ‘Airpack’ advertisement using a lexical framework, the main character is presented as a confused middle-aged woman. This implies that the lexical choice is clustered and slightly unorganised. The lexical choice used, is colloquial, for example ‘no way’. The use of this slang idiolect suggests that the advert is informal and thus adapts to a range of audiences in order to persuade and encourage them to buy the product. The monosyllabic lexical choice of the high frequency lexis, further intensifies the tone to the advert. Furthermore the familiar refrain ‘my feet are killing me’ emphasisises the drama in this anecdote that the viewers are able to experience. The verb ‘to kill’ adds to the figurative language used in the text and enables the viewer to experience and feel what the character is going through.
Contrastingly, Text A uses more polysyllabic lexical choice such as ‘non-taxpayer’ when describing the tax, which conveys the formal tone. The lexical choice is adapted to the semantic field of banking and money, for example ‘interest rates’ and ‘investment income’. This suggests that the piece is aimed at an older audience, which further enhances the tone of the piece.

Analysing the ‘Airpack’ advertisement using a grammatical framework, it is clear that the syntax varies with what the character is attempting to achieve. The syntax length is relatively short considering the actor rambles a lot. For example, ‘You live and learn.’ This short sentence is used to convey what the character went through and the direct pronoun ‘you’ makes the text more personal. The use of labials such as ‘live’ and ‘learn’ highlights the colloquial tone as the idiom is used in order to remain in the viewers mind, as this is a persuasive advert. Contrastingly to this relatively short sentence, the piece ends on a one worded adjective to convey the easiness and quickness of the ‘Airpack’. The term ‘simple’ is short, snappy and concise which further promotes the Airpack. The syntax appears to be longer at the beginning of the text to convey the mad rush of Christmas, however when it comes to sending the presents, the rush ends. The syntax slowly becomes shorter which relates to the rush becoming shorter due the invention of ‘Airpack’.

On the other hand, Text A’s use of grammatical framework varies to the ‘Airpack’ advert. The syntax is much longer and it includes a mix of compound sentences. ‘Your return is absolutely guaranteed for a full five years…’ Similarly, Text A uses a persuasive technique in order to attract the customer to the National Savings product, however more is described in order to relay more information. The fricative lexical choice ‘for..full five’, implies that the seller is attempting the draw the customer in and the verb ‘full’ has many positive connotations which in makes the viewer more curious and interested in the product.

Word Count 964