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Note the difference between text and image. Questions may focus only on the
text/dialogue or on the image/visuals. They may also refer to both.
Questions often focus on a single phrase or clause – refer to this specifically in your
answer, but in context.
Make sure about the product being advertised. Sometimes an investment company uses
a photo of a boy doing karate – this does not mean the advertisement advertises karate
classes!
Referring to the advertisement as a whole, Effectiveness: Does it work well? When you
discuss the effectiveness of the claim... claim something you assert that it is the
Motivate your answer by making close case. An effective claim makes the
reference to the visual images. reader/target audience believe that
something is really the case.
Reference to visual image: A big smile, an
upright, confident posture, an affluent
environment – anything in the picture that
supports the ‘claim’.

Comment critically on the use of colloquial Colloquial expressions in a piece of

language in the advertisement. literature may give us deep insights into the
writer’s society. They tell us about how
people really talk in their real lives.
Therefore, they help a writer to form strong
connections with readers. Colloquial
expressions impart a sense of realism to a
piece of literature, which again attracts
readers as they identify it with their real life.
Authors often use colloquialisms to
make dialogue sound more authentic. A few
examples:

● Bamboozle – to deceive
● Bo bananas, or go nuts – go insane or
be very angry
● Wanna – want to
● Gonna – going to
● Y’all – you all
● Be blue – to be sad
● Buzz off – go away

‘Sure I will, George. I won’t say a word.’

‘Don’t let him pull you in—but—if the
son-of-a-bitch socks you—let ‘im have it.’
The above colloquial expressions are
realistic enough as they are uttered by
middle-aged men of a working class who
are not well educated or refined.
 “I didn’t want to go back no more.”
The use of double negatives is evident in
the above passage, and was used as a
typical characteristic of black-American
vernacular.
Comment critically on the use of hyperbole The author can use hyperbole to add extra
in the advertisement. drama or comedy to a situation or even for
the purpose of propaganda. Hyperbole, like
other figures of speech, is used to
communicate ideas, emotions and images in
a more efficient way than through plain
language.
The fields of advertising and propaganda
use hyperbole almost exclusively, which has
led to it having a somewhat negative
connotation. Typically advertisers or those
writing propaganda use hyperbole to
exaggerate the benefits or claims of their
products in order to boost sales, increase
the image of, or increase the popularity of
whatever they are advertising. The modern
term “hype” is a shortened derivation of the
term.
Comment critically on the use of allusion in An allusion is a literary device that
the advertisement. stimulates ideas, associations, and extra
information in the reader's mind with only a
word or two. Allusion means 'reference'. It
relies on the reader being able to
understand the allusion and being familiar
with all of the meaning hidden behind the
words.
"As the cave's roof collapsed, he was
swallowed up in the dust like Jonah, and
only his frantic scrabbling behind a wall of
rock indicated that there was anyone still
alive".

The allusion in the sentence above is to

Jonah. The reader is expected to recognize
the reference to Jonah and the whale,
which should evoke an image of being
'swallowed alive' ... in this case, behind a
wall of dust and rock.
Allusions in writing help the reader to
visualize what's happening by evoking a
mental picture. But the reader must be
aware of the allusion and must be familiar to
what it alludes.
Critically comment on how the Your description should focus on the main
boy/girl/person in the image is presented. idea of the advertisement/cartoon: If the
product is a company promoting
determination then focus on this in the
image. If the aspect being ridiculed is female
abuse, focus on aspects of this in the image.
You may focus on clothes, facial expression,
gestures, stance or language.
1 Description of presentation.
2 Why the cartoonist/advertiser uses it
specifically – how does it add to the
effectiveness of the message.
3 General comment about aspect.

Emotive language
Bias = “leaning to one side”, as well as emotive language, indicates if a person approves
or disapproves of something. They also help identify tone.
e.g. He is confident. (this is a neutral word as it doesn’t reveal approval or
disapproval.
He is reckless. (this is a biased word as it reveals disapproval.)
Advertising
When a company uses the media to promote a product or service with the general
public.
Important concepts :
catch line
logo
slogan
small print
target audience

AIDA PRINCIPLE
A = ATTENTION
Eye-catching image or picture (describe in detail!)
Clever use of language, for example in catchline (Look out for Figures of Speech –
explain!)
Colour (not in black-and-white exam papers!)
Lettering: font, capital letters, bold, reverse print
Attractive layout
I = INTEREST
Visual techniques
Cartoons, diagrams, photographs, graphs
Linguistic techniques
Punchy headlines and captions
Puns
Repetition
Clichés
Opinions stated as facts
Distorted language
Jingles and catchy songs
Rhetorical questions
Slogans
Unusual trade names
Emotive language
Exaggeration
Incomplete sentences
Jargon
Technical language
Direct Speech
D = DESIRE

Conformity To be like many others

Exclusivity To be different
Greed To get things cheaply
Gluttony To eat well
Sex appeal To be attractive to the opposite sex
Security To be safe
Envy To want what others have
Success To obtain material wealth, status and fame
Mother love To care for members of the family unit
Health To have a fit and sound body
Modernity To have the latest and newest objects
Hero To be like a famous person
worship To have comfort in everyday life
Easy living To be good looking and youthful
Beauty

A = ACTION
‘Buy one, get one free’ offers
Limited term offers
Easy payment plan
Toll-free numbers to call
Free gifts
‘Bargain of the century’ offers
Clearance offers
Phone now
Limited stocks
Money-back guarantees
Mystery discounts
Guarantees
Reduced interest rates
Sales
Reduced prices
Order immediately
Persuasive language:
There is a way of using language to make someone believe in something, or to convince
them to see something in a certain way or to agree with a certain opinion. This is called
using language persuasively. We use persuasive language in a number of situations, for
example adverts, speeches – especially political ones, and debates. These are mainly
about persuading people to buy a product (adverts), winning votes in an election
(speeches), and putting across our views on a particular subject with the aim of showing
that they are more valid than those of an opposing side (debate). There are three main
forms of persuasive language: logical appeal, ethical appeal and emotional appeal. The
word ‘appeal’ means ‘request’ or ‘plea’.

Logical appeal refers to the part of an argument that is the evidence and the logic or
reasoning that follows on from the evidence. Logic is not necessarily true – the speaker
persuades the audience by supporting a statement with evidence. The speaker uses the
word ‘because’ and phrases such as ‘as a result’, ‘it follows that’ and ‘we can therefore
conclude’.

Ethical appeal is the part of an argument that shows the speaker’s beliefs, values and
morals towards the subject that is being discussed. This convinces the audience that the
speaker is a good person who is aware of right and wrong, and that her or his argument
is valid and correct. The speaker also acknowledges that there are differing viewpoints
on the subject. This makes the speaker more persuasive – the audience sees the
speaker as someone who is ready to acknowledge other viewpoints.

Emotional appeal is the part of an argument that appeals to the emotions of the
audience. The speaker refers to real-life stories or personal experiences which can be
sad and unfair to a particular person or group of people.

Persuasive language makes use of the following elements:

Intensifiers are words such as ‘extremely’, ‘very’, ‘really’, ‘remarkably’, ‘definitely’ and
‘strongly’. Using intensifiers implies that the extent to which we believe in something is
great. We use these words to suggest what the reader or the listener should feel about
the topic under discussion.

Power words are words like ‘proven’, ‘guaranteed’, ‘real’, ‘right’ and ‘truth’. These words
make statements seem scientific and therefore valid. For example: “It has been proven
that corporal punishment in schools results in more negative behaviour”, “It is
guaranteed that this product will make your skin look younger.”

Persuasive phrases and clauses are phrases such as “It is clear” and “I believe”. They
persuade the audience that what the speakers are saying is correct and believable. For
example: “Judging from the evidence I have just presented to you, it is clear that the
death penalty is not effective.”

Rhetorical questions are used to create dramatic effect. The word ‘rhetorical’ comes
from the word ‘rhetoric’, which refers to the art of using words to impress.
other activities took place, if this will become an annual event, etc.
Sarcasm
One thing is said but something else is intended, like irony. The difference is that
sarcasm intends to hurt, insult or humiliate.
“You must have worked very hard to be bottom of the class!”
“Oh, you think you’re God’s gift to mankind, don’t you?”
Satire
In an amusing way, social or political weaknesses or stupidities are highlighted. The
satirist uses sharp wit, irony or sarcasm to expose these follies.
(Caricatures in cartoons are often examples of satire.)
Anti-climax (bathos)
Also a build-up of ideas, but the final statement is often flat and unexpected. Humour is
created.
They lost everything in the fire: their home, their possessions and their lunch.
I intend to be a great writer, to write short stories and letters to the press.
Pun
A clever (humorous) play on words
* One expression with its figurative and literal meanings.
● Ask for me tomorrow and I’ll be a grave man.
(Figurative: serious;
Literal: dead.)

* Two different words that have the same pronunciation

(homophones) but different spelling.

● Labourers should not be paid weakly for hard work.

(weakly = poorly
weekly = once in seven days – a week)

● D & J Meat market: where friends meat

(meat – buy meat
meet – get together, treated like friends)

Rhetorical questions

The speaker uses it to make his point and to strengthen his argument.

Rhetorical questions are essentially a means to control society's thoughts. Because

there is only one answer, the audience is forced to answer in this way and thereby the
people fall into line with the way in which the speaker is thinking.

● Isn’t life a tedious business?

● If Winter comes, can Spring be far behind?
Cartoons
Why do the speech bubbles in Frames … An ellipsis can show that a thought is
end with ellipses? extended and that the reader should
consider what has been said.
It can show hesitation in the speaker.
It can create suspension.
Discuss the contrast between frames …., Action: In frame 2, the speaker is
focusing on the action, font and diction. contemplative and passive. In Frame 4, the
scene is in stark contrast to Frame 2. The
girl shouts, as indicated by her wide open
mouth, and it results in the boy's tumbling
on the bed. The action lines clearly
demonstrate the difference between Frames
2 and 4.
Font: The font in Frame 4 is bold as
opposed to the smaller font in Frame 2.
This highlights how the girl shouts out her
statement.
Text: The diction in Frame 2 denotes her
sincere (or apparently sincere) 'caring'
concern at waking her brother, whereas, in
Frame 4, she is bullying and this is shown
by the domineering tone.
How does the speaker's body language His fury is indicated by his clenched fists;
reinforce what he says? he gnashes his teeth; he is sweating, as
shown by the droplets. The action lines
around his arms and legs reinforce the
sense of his anger.
This is indicated by his half-closed eyes
and his out-stretched arm.

Comment on the part played by the layout of The layout highlights the underlying
the cartoon in conveying the overall message of the cartoon. The cartoonist
message of the cartoonist. stresses the value of and need for .... This is
indicated by the ... and the repetitive speech
bubbles. The reality is that the ... problem
could be solved if ...
Explain how the setting contributes to the
message of the cartoon.
Discuss what the cartoonist conveys about Refer to body language, facial expression
... attitude in frame 2. Focus on both his and words (in your own words).
body language and his speech. What characteristic/feeling is shown by
OR these expressions?
What do facial expression and words reveal The boy displays ... for .... He has an
about the character. indignant expression on his face; his raised
finger signals his incredulity/rudeness at....
His disrespectful questions highlight his
disbelief.
Comment on the use of stereotyping in both A fixed, generalised image of a character or
cartoons. person.
NOTE: Advertisers often create
stereotypical images in order to appeal to a
specific target audience,
e.g. the macho man, the perfect mother, the
jet setter, the popular teenager.
Name the stereotyping and then say how it
contributes to the effectiveness of the
cartoon.

Account for the change in attitude./ Attitude/body position before change,

Give a reason for the varying body attitude/body position after change, why the
positions. change?
Comment on any TWO/ONE/THREE visual
elements in a frame/the cartoon/etc.
Critically discuss the effectiveness of any one technique used by the cartoonist.
OR
Comment on how humour is created.

A cartoon is effective if it is funny. If you want to say that it is not effective (not
funny), you need to motivate your answer very well.
These are the techniques used by cartoonists:

Size
Size is an important element in cartoons and one that is often quite obvious. Investigate:

● Is anything disproportioned?
● Exaggerated? Under-exaggerated?
● What is large and what is small?

3. Labelling/stereotyping

● What is labelled?
● What do the labels say?
● Do the labels tell us the situation? Person? Time change?

4. Speech bubbles

● Who is speaking?
● What are they saying?
● Is it a conversation?

5. Symbols
A symbol is something that represents or stands for something else, usually an idea. What
symbols are incorporated?
 ● Why are particular symbols used?
● Is it a well-known symbol?
● Is the symbol’s meaning clear and identifiable? Or is it vague and can have multiple
interpretations?

6. Focus
The focus of a cartoon can indicate the main issue or situation.

● What is in focus?
● What is in the foreground and background?

7. Angle
Angles often provide readers an indication of the status of particular people or things. If the
angle is sloping down, then it creates an image of a smaller person or item. This indicates
weakness, inferiority and powerlessness. An angle sloping up towards a person or item
provides it with power, superiority and authority. A straight-on angle can represent equality.

● Is the angle sloping up?

● Is the angle sloping down?
● Is it straight on?
● From behind? Front on?
● On top or below?

8. Tone
The tone of a cartoon can indicate the illustrator’s attitude and stance towards the issue.

9. Facial Expression
Facial expressions are key to the character’s thoughts, feelings and emotions.

● What facial expressions are used?

● Do they change (sequential cartoons)?
● How do expressions compare to another’s expression?
● Is it an expression we expect?

10. Context
The context of a cartoon is important. Most of the time, cartoons are attached to articles
and usually draw upon a point contended by the writer of the article.

● Does the cartoon support or oppose the article?

● Is it relevant or irrelevant?
● Does it focus on the past, present or future?
● Which aspect of the article does it relate to?
● Does it add further information?
However, there are times when you will have to analyse a cartoon alone, where it is not
accompanying an article. In this case you will have to understand the background, the
situation and the issue that is represented.

Critically evaluate the cartoonist’s use of In Text E, the mother is stereotyped as

satire. someone who needs to fulfil domestic
demands and perform tedious chores. Her
desire to further her studies is frowned upon
by a young male character. The mother's
sarcasm in frame 4 further highlights the
sensitive nature of gender stereotypes.

Caricature
Grotesque (misshapen) and usually comic representation of characteristic features in a
picture, writing or mime.
Newspapers often publish caricatures of politicians.

Cartoons:
Political and social trends are often reflected in cartoons. Cartoons help people to come
to terms with serious issues by treating them in a light-hearted manner. Often the
message is more effective and hard-biting than a serious, academic article on the same
topic.

Stereotype:
A fixed, generalised image of a character or person.
NOTE: Advertisers often create stereotypical images in order to appeal to a specific
target audience,
e.g. the macho man, the perfect mother, the jet setter, the popular
teenager.

Sarcasm
One thing is said but something else is intended, like irony. The difference is that
sarcasm intends to hurt, insult or humiliate.
“You must have worked very hard to be at the bottom of the class!”
“Oh, you think you’re God’s gift to mankind, don’t you?”
Satire
In an amusing way, social or political weaknesses or stupidities are highlighted. The
satirist uses sharp wit, irony or sarcasm to expose these follies.
(Caricatures in cartoons are often examples of satire.)
Anti-climax (bathos)
Also a build-up of ideas, but the final statement is often flat and unexpected. Humour is
created.
They lost everything in the fire: their home, their possessions and their lunch.
I intend to be a great writer, to write short stories and letters to the press.