The primary audience for this leaflet would be the people in the area of Bishops Waltham who will be affected by the Sainsburys being built. Therefore the secondary audience for the leaflet would be Winchester City council because if the campaign gets enough attention and publicity, and the people receiving the leaflet do write a letter to the City Council then the Council will have to refer back to the source of where the numerous amount of people that have decided to write a letter have got the idea from. The purpose of this text is to raise awareness of the potential problems of the Sainsburys being built whilst also persuading people to write a letter to the City Council to make sure the build of the Sainsburys doesn't occur. the tone of this text is high register, meaning that it's formal, this is due to the serious context the piece of writing obtains. The form of this piece of writing is a leaflet, although within the leaflet it is laid out in the the form of a letter, this is called the discourse structure.
The graphology is the first part of the text to capture my attention, there's big bold writing that reads 'Time's running out...write a letter today' with a clock about to strike 12 to the right of it. This portrays a sense of urgency to the reader, especially with the image of the clock about to hit 12, a connotation of this, is in the fairytale Cinderella where she has to get home before 12 o' clock otherwise everything will turn to chaos. Furthermore i think this image of the clock with that particular time has been chosen deliberately because the writer knows that people associate 12 o' clock with that sense of urgency that Cinderella felt, in addition leaving the readers to feel the same sense of urgency subconsciously when looking at the image of the clock. Further down the leaflet there's a logo image of a heart made out of ribbon surrounding the words 'Love Bishops Waltham'. The heart image has been chosen because a heart connotes passion and love, this therefore shows the readers that these people are passionate about Bishops Waltham and want the absolute best for the community. The use of the image also just puts a visual to the language used for dramatic effect because the word within the heart reads 'Love' and the image surrounding it is a love heart just to mentally consolidate to the reader how serious they are about protecting Bishops Waltham from expansion, such as a Sainsbury's super store. This logo has also been used to convey the professionalism of the people that have made this leaflet, in order for the locals/ council reading it to take them seriously with their campaign.
I have acknowledged that majority of the lexicals used come under the semantic field of war, for example vitality, opposition, destroy, juggernaut and battle. All of these lexicals have been specifically chosen because it is superlative language and it conveys to the reader how urgent the need is for them to write a letter to the city council. The word 'jaggernaut' for example means to destroy everything in its path, lexically this has been chosen to dehumanise Sainsburys and convey the damage it will do to the community if it's built. Through using these words they're implying to the reader that if they do not write a letter then there will be devastation in the town of Bishops Waltham, just like there would be if there was a war. In addition, throughout the passage there's examples of exclamatory sentences to once again emphasise the urgency to the local people of writing a letter. For example, 'This is where the fight starts!' the word fight also comes under the semantic field of war, implying to the reader that if nothing is done then there will be similar consequences to a war.
The leaflet begins with 'Dear Resident', immediately setting the formality of the leaflet/letter, as well as giving a personal and direct feel to the reader, and therefore enticing them in more. In addition, the use of personal pronouns throughout such as, 'we' and 'our' allows the reader to gage a sense of community and inclusiveness from the leaflet, which may therefore encourage them to write a letter to the city council. Later in the passage there's a distinctive use of a compound sentence, 'Even if you are not sure whether the planned Sainsbury's superstore will destroy the vitality and visibility of Bishops Waltham town centre, OR that the huge increase in traffic will cause severe problems on our narrow B roads OR that the town's medieval heritage in the palace ruins and the south pond will be diminished forever...' This sentence has been used to exaggerate the amount of problems that will be caused by the Sainsburys by listing them, this in turn makes it seem like there is more problems then there actually is, therefore encouraging people to write a letter and stop it from happening. The use of the word 'OR' in capitals also helps to solidify to the reader that the list of issues the Sainsburys will cause if built is endless.
No comments:
Post a Comment