Zusammenfassung der Ressource
Language and Power
- Influential Power
- influences and persuades
e.g. advertising
Anlagen:
- Fairclough's Model of Analysis
- STAGE 1: Build Relationships
- Synthetic Personalisation
- imperatives
- direct address/use of
2nd person pronouns
- STAGE 2: Create an Image Using
Reader's Cognitive Models and Ideology
- evoke image of 'ideal' user
- verbal/written cues to support 'perfect' image
- STAGE 3: Build the Consumer
- represent image close to target
audience's values and lifestyle
- give impression that the product is
designed for their (ideal) life or image
- Key Terms/Features
- Paralanguage (connotations
of what the writing looks like)
- e.g. handwriting is more
personal and individualistic
- Comparative Referencing (indirect comparisons using
incomplete comparatives; reader fills in the gap)
- e.g. "Persil washes whiter"
- Cognitive Appeal (teases reader)
- e.g. questions, unconventional
spellings, palindromes, spoonerisms,
puns, codes, phoneme substitution
- Problem-Solution Format (uses a
question/problem which is
answered/solved by the product)
- works on an emotional
level and plays on
reader's insecurities
- Instrumental Power
- 'forces' things to
actually happen
e.g. law, business
- Law
- 'Legalese'
- lots of Latinate
and Archaic Forms
- very excluding
- frequent use of Parenthetic Clauses
and Subordinate Clauses
- cover loopholes
- Business
- often has very specific lexis
- excluding
- overuse of Buzzwords
- now highly cliched and
less respected
- often uses Euphemisms as a
form of Negative Politeness
- e.g. "downsizing" = making
people redundant
- Education
Anlagen:
- 3-Part Exchanges
- Terms of Address
- Subject-Specific Lexis
- Educational Jargon
- (Mitigated) Imperatives
- Non-Verbal Communications
- can add enthusiasm
- Discourse Markers
- 2-Part Exchanges
- Prosodic Features
- Divergence
- Key Features
- Formality
- Jargon
- Modals
- to express
certainty
- Imperatives
- Conditionals
- Complex
Lexis/Grammar
- Definitions
- Hidden Assumptions
- have to agree with for
text to make sense
- Passive Forms
- evades responsibility, creates
distance and prevents argument
- e.g. "Bicycles chained to
this post will be removed."
- Conversational Dominance
and Control of Contributions
- e.g. interruptions, lengthy
utterances, topic management
- Evaluation and
(Non)Acknowledgement
of others' contributions
- Prestigious Accent & Dialect