Language techniques VISUAL WRITTEN

Hyperbole Written A deliberate exaggeration used for humorous effect or to emphasise a feeling. E.g. I could eat a horse (I am really hungry).

A deliberate exaggeration used for humorous effect or to emphasise a feeling. E.g. I could eat a horse (I am really hungry).

Metaphor Written A form of comparison. Instead of ‘like ’or ‘as’’, a metaphor says two things are the same. E.g. Her little piggy eyes stared at me. E.g. His spindly spider legs ran very fast.

A form of comparison. Instead of ‘like ’or ‘as’’, a metaphor says two things are the same.

E.g. Her little piggy eyes stared at me.

E.g. His spindly spider legs ran very fast.

Colloquial Language Written - advertisements Relaxed and informal language that is used in common conversation. It is used by a writer to give a passage a local flavour e.g. Buzz off!

Relaxed and informal language that is used in common conversation. It is used by a writer to give a passage a local flavour e.g. Buzz off!

Pronoun Written - advertisements A word that may be used instead of a noun. Writers use this to save repeating a person’s name. Most often it is used to make the reader feel involved in the passage, as though the writer is talking directly to him or her.

A word that may be used instead of a noun. Writers use this to save repeating a person’s name. Most often it is used to make the reader feel involved in the passage, as though the writer is talking directly to him or her.

Alliteration Written – advertisements, poems The repetition of consonant sounds, usually at the start of a word. Writers use this for several reasons: it helps draw our attention to a line in a poem or passage, or a particular image, and it can slow down our reading or speed up the words in order to create atmosphere. The last reason is that it makes headlines etc easier to remember.

The repetition of consonant sounds, usually at the start of a word. Writers use this for several reasons: it helps draw our attention to a line in a poem or passage, or a particular image, and it can slow down our reading or speed up the words in order to create atmosphere. The last reason is that it makes headlines etc easier to remember.

Alliteration

Assonance Written – poetry, advertising The deliberate repetition of the same vowel sound followed by a different consonant sound. This may create a musical effect or highlight imagery. E.g. He cl i mbed h i gh, singing w i ldly

The deliberate repetition of the same vowel sound followed by a different consonant sound. This may create a musical effect or highlight imagery.

E.g. He cl i mbed h i gh, singing w i ldly

Rhetorical Question A question that is designed to make a vivid suggestion rather than demand an answer. The speaker is inviting the agreement or argument of the audience. These are used to involve the audience and make them consider the idea or proposal.

A question that is designed to make a vivid suggestion rather than demand an answer. The speaker is inviting the agreement or argument of the audience. These are used to involve the audience and make them consider the idea or proposal.

Simile Written – poetry, advertisements A phrase that compares two things using ‘like’ or ‘as’ E.g. She’s as sneaky as a mouse. E.g. He is like a pig when he eats.

A phrase that compares two things using ‘like’ or ‘as’

E.g. She’s as sneaky as a mouse.

E.g. He is like a pig when he eats.

Personification Written – poetry, advertising, prose When a non-living thing is given living characteristics

When a non-living thing is given living characteristics

Minor sentence Written – prose, advertising A sentence without a completed verb that is often used for emphasis. They are commonly used in advertising as they -give fast-paced, less formal tone.

A sentence without a completed verb that is often used for emphasis. They are commonly used in advertising as they -give fast-paced, less formal tone.

Onomatopoeia Written – poetry, prose, advertising When the sound of the word imitates or suggests the meaning or noise of the action described. Writers use sound words to help make the reader experience what is happening by recalling the sound that something makes and thereby improving the reader’s ability to understand what is being described.

When the sound of the word imitates or suggests the meaning or noise of the action described. Writers use sound words to help make the reader experience what is happening by recalling the sound that something makes and thereby improving the reader’s ability to understand what is being described.

Repetition Written – advertising, poetry Where words and/ or phrases are repeated for emphasis or special effect. To keep an idea or image in one’s mind. e.g. It was cold that night, very, very cold.

Where words and/ or phrases are repeated for emphasis or special effect. To keep an idea or image in one’s mind. e.g. It was cold that night, very, very cold.

Advertising The method that businesses and companies use to promote their goods and services, in order to increase sales

The method that businesses and companies use to promote their goods and services, in order to increase sales

Slogan Visual - advertisements A distinctive phrase that is linked to a product E.g. ‘Subway Eat Fresh’ - Subway ‘ Maybe it’s Maybelline’ – Maybelline ‘ Just do it’ – Nike LOGO SLOGAN

A distinctive phrase that is linked to a product

E.g. ‘Subway Eat Fresh’ - Subway

‘ Maybe it’s Maybelline’ – Maybelline

‘ Just do it’ – Nike

Persuasive language Written – advertising Any language that triggers an emotional response in, or attempts to change the attitudes of a viewer, reader or listener E.g. “You need this new state of the art stereo system to complete your life!”

Any language that triggers an emotional response in, or attempts to change the attitudes of a viewer, reader or listener

E.g. “You need this new state of the art stereo system to complete your life!”

Copy Text written for an advertisement or other publication COPY

Text written for an advertisement or other publication

Adjective A describing word that tells us more about the noun; tells us what kind, what colour, how many or which one.

A describing word that tells us more about the noun; tells us what kind, what colour, how many or which one.

Adverb Describing word that adds to the verb; tells us how, when, where or why a thing is done. E.g. Often ends in ‘ly’ – not always

Describing word that adds to the verb; tells us how, when, where or why a thing is done.

E.g. Often ends in ‘ly’ – not always

Target Audience Visual - advertising Specific audience that advertisers are hoping to reach

Specific audience that advertisers are hoping to reach

Layout Visual – posters, advertising, brochures, web pages The arrangement of text and images on a printed page

The arrangement of text and images on a printed page

Logo Visual – advertising, posters A symbol chosen to represent a person or company

A symbol chosen to represent a person or company

Symbol Visual – posters, advertisements, brochures A picture or diagram used to represent something else, or to evoke certain imagery.

A picture or diagram used to represent something else, or to evoke certain imagery.

Primary Purpose The reason for the advertisement

The reason for the advertisement

Imperatives – Written - advertisements This is an order or a command often used in advertising Buy now! Call now!

This is an order or a command often used in advertising

Buy now!

Call now!

Pun Written - advertisements This is a play on words E.g. An advertisement for a watch may have the heading “Keeping watch over you” – They are playing with the word ‘watch’.

This is a play on words

E.g. An advertisement for a watch may have the heading “Keeping watch over you” – They are playing with the word ‘watch’.

Jargon Written - advertising This is a specialised language used for products that make them sound superior E.g. Garnier Fructis combines Fructose, Vitamins B3, B6 and Fruit Acids

This is a specialised language used for products that make them sound superior

E.g. Garnier Fructis combines Fructose, Vitamins B3, B6 and Fruit Acids