Grade 12: English Techniques
Advertising:
● Influence behaviour of audience in any particular way?
● Maslow's hierarchy of needs, which need does it play on?
● Target Markets established?
● Identify the product
● Make reference to colour, connotation, what is in the background, what is left out, what is
incorporated, etc.
● Identify what the text is trying to bring across and it’s register.
● MANIPULATION
Advertising Techniques:
● Facts and Figures
● Weasel Words (suggestive)
● Patriotism
● Magic Ingredients
● Transfer (positive connotation, association of positive connotation)
● Snob Appeal
● Wit and Humour
● Bandwagon
● Words such as You/Your to create personal link between advert and viewer
How to do a Summary:
● If speech: have title
● More than one paragraph unless it is stated “only one paragraph”
● No statistics
● No emotive language (adjectives/adverbs)
● No examples or referencing of quotes
● Formal register
● Read once, write
Persuasive Techniques:
● Diction
● Metaphorical language
, ● Inclusive / exclusive pronouns
● Power of 3
● Appeals to authority (what we see has been approved)
● Allusion, historical and biblical references
● Facts represented to influence opinion
● Name-calling and insults
● Repetition
● Direct speech and quotations
● Statistics
● Variety of sentence and paragraph lengths (avoid predictability)
● Overuse of qualifiers (but, when, etc)
● Rhetorical questions
● Colloquial and slang words
● Active or passive voice
● Hypophora (asking a question and answering it)
● Anaphora: intentional repetition of a word
● Anecdote: “I've been there” - personal stories to make something more reliable
● Downplaying
● Euphemisms and connotation (overweight vs fat)
● Apophasis (raising of an issue by claiming not to mention it: “we won't even talk about
his criminal record)
● Distinctio (“by impossible I mean…” - reference or definition of word to remove
confusion)
Things to Consider in Language Section:
Active vs Passive Voice
- “Harry ate six shrimp at dinner” = active
- “At dinner, six shrimop were eaten by Harry” = passive
- Active: focus in on the person/thing doing the action (responsibility is accepted/ blamer is
assigned)
- Passive: focus in on the object of the action (removes blame and is more distant)
- Passive: one step further in past
Change of verb/part of speech:
- How is meaning changes when tense is changed?
- Simple present (Charlie claps his hands)
- Present continuous (Charlie is clapping his hands)
Advertising:
● Influence behaviour of audience in any particular way?
● Maslow's hierarchy of needs, which need does it play on?
● Target Markets established?
● Identify the product
● Make reference to colour, connotation, what is in the background, what is left out, what is
incorporated, etc.
● Identify what the text is trying to bring across and it’s register.
● MANIPULATION
Advertising Techniques:
● Facts and Figures
● Weasel Words (suggestive)
● Patriotism
● Magic Ingredients
● Transfer (positive connotation, association of positive connotation)
● Snob Appeal
● Wit and Humour
● Bandwagon
● Words such as You/Your to create personal link between advert and viewer
How to do a Summary:
● If speech: have title
● More than one paragraph unless it is stated “only one paragraph”
● No statistics
● No emotive language (adjectives/adverbs)
● No examples or referencing of quotes
● Formal register
● Read once, write
Persuasive Techniques:
● Diction
● Metaphorical language
, ● Inclusive / exclusive pronouns
● Power of 3
● Appeals to authority (what we see has been approved)
● Allusion, historical and biblical references
● Facts represented to influence opinion
● Name-calling and insults
● Repetition
● Direct speech and quotations
● Statistics
● Variety of sentence and paragraph lengths (avoid predictability)
● Overuse of qualifiers (but, when, etc)
● Rhetorical questions
● Colloquial and slang words
● Active or passive voice
● Hypophora (asking a question and answering it)
● Anaphora: intentional repetition of a word
● Anecdote: “I've been there” - personal stories to make something more reliable
● Downplaying
● Euphemisms and connotation (overweight vs fat)
● Apophasis (raising of an issue by claiming not to mention it: “we won't even talk about
his criminal record)
● Distinctio (“by impossible I mean…” - reference or definition of word to remove
confusion)
Things to Consider in Language Section:
Active vs Passive Voice
- “Harry ate six shrimp at dinner” = active
- “At dinner, six shrimop were eaten by Harry” = passive
- Active: focus in on the person/thing doing the action (responsibility is accepted/ blamer is
assigned)
- Passive: focus in on the object of the action (removes blame and is more distant)
- Passive: one step further in past
Change of verb/part of speech:
- How is meaning changes when tense is changed?
- Simple present (Charlie claps his hands)
- Present continuous (Charlie is clapping his hands)
