By using a rhetorical question gets the reader involved, and then tells them that the deadliest enemy is you, but to warm and to not offend to the reader by using the words “good people”. This automatically makes the reader feel guilty, and make them think about donating. This is a very clever technique used and I believe it is a successful way to get their points across to the audience.
The leaflet consists of a very large headline “Listen. Can you hear the Silence?” This is used to involve the reader, as it is a rhetorical question. Also the connotation of the words silence makes the audience think about loneliness, fear and death which builds up tension and creates an eerie atmosphere for the reader to move on into the leaflet. At the top of the page is a large picture, using about a quarter of the page. The picture is of a green countryside lane. The green of the plant life has connotations of life and peace, which is complimented by the clear blue sky; this creates a calm and tranquil atmosphere. However, this is completely contrasted with what is lying in the lane, a pile of rotting dead bodies. They have used the pilling up of bodies to represent an undignified death that these poor people go through. This appalling image is used to shock the audience and draws the attention to the horror of Rwanda to show the audience exactly what is happening.
The article contains more images, a small amnesty international logo in the first paragraph; this is to remind the reader of the charity and its cause. At the bottom there is a donation card, which contrasts from the rest of the article. It has the logo of a candle constricted by barbed wire. This is effective because barbed wire creates the connotations of prison, war and of being trapped which contrasts from the candle the candle is used as a metaphor for the lives of the people of Burundi, which is burning away. It contains the number to call if you wish to donate, which is in bold so it’s easy to read and attracts the attention of the audience. The actual number is also significant because the last three digits are “999”. The implication of these numbers relate to the feeling of help and an emergency. This makes the audience feel comforted, like they are helping people in danger by calling the number. It also includes the price of the calls, which is in very small font, as they don’t want to put off the reader with prices.
The actual text is set out in columns with subheadings; this breaks up the sections to slow down the article, therefore creating tension. The word “silence” is continually repeated in the sub-headings, to draw the reader’s attention back to horror and fear. The leaflet makes the audience feel included and personally involved. It begins with a very calm atmosphere, which describes travelling along a green English Meadow. This is followed with a contrasting change. They describe “one, two, four then more and more. Hundreds of dead people in the green grass. Far above you, summer clouds in a perfect sky”. This is used to shock the reader as it’s spoken in such a casual tone; the counting of bodies creates a rhythm and draws attention to how many were actually killed. There is a juxtaposition of dead people and green grass, as these have connotations of death and life. This dramatic way of beginning the article draws the reader in and leaves them feeling shocked, disgusted and urges them to read on.
When describing the way they were killed, they choose to use imagery rich, graphic hard active verbs like Drag, batter, and hack, effective nouns such as massacres, and bloodbaths, and forceful adjectives like terrible and gut wrenching. These words are used to shock and disgust the reader. On the other hand by using soft and supple words can also have a similar effect.
“Lolling in the fields. Floating in the rivers, riding the rapids into Lake Victoria.”
I believe the words used are significant, as they seem friendly and soft, which is juxtaposed to the topic of death; this highlights the humiliation of the way these people died. This section really stands out, because the supple verbs contrast to all of the hard violent verbs used. This catches the attention of the reader, and makes the mood of the leaflet more intense, by leaving them feeling appalled, even though violent words have not been used.
They describe the age and gender of the victims actually being killed, to leave the reader in disbelief and utter disgust.
“They drag people from their homes, children out of schools and orphanages. They batter and hack mothers and babies”.
They choose to use the word “drag” to show the reader that these children were forced out against their will. They inform us that the children were taken from their school, which shows that they are good kids, who just want an education. This is effective as it makes the reader think about how they take their education and life for granted. The use of the words “batter” and “hack” to make the audience feel revolted and sickened. They are very violent words and show to what extent these people were beaten and hurt. They also choose to use inform the reader that mother and babies were killed. This is because it much more emotive, because babies and mothers are very venerable. It may also remind the reader of their mother or children, and how they would feel if this was happening to them. Again by using the word “home” instead of house, is used intentionally, because it’s much more personal and relates to the audience.
They also describe the actual killers in a way that can relate to the reader.
“In Rwanda the nightmares have come to life- monsters with machetes and nail-studded clubs”.
They describe the events as “nightmares”; this is to relate to the reader, and to their own nightmares, this is very effective because its saying to the reader that theses things you will only see in such places as nightmares, but for these people this is reality and their life. Nightmares also have connotations of fear, and horror. They don’t even describe the killers as people, because the things they do are so inhumane. Instead they describe them as a metaphor of” monsters”, which also have the same connotations as nightmares. By mentioning the weapons in such vivid description lets the audience visualise the murders and creates imagery, which will leave the reader feeling uneasy.
Repetition is also a technique that is used continually. The words most repeated are “massacres”, “silence”, “listen” and “you”. These are to constantly get the reader involved, as if they feel involved they, may also feel slightly responsible which may lead them to donate.
The article contains statistics for how long the massacres have been going on for.
“There were massacres in Rwanda in 1990, 1991, 1992, and 1993. In Burundi in 1965, 1969, 1972, 1986 and 1991.”
By showing the reader all the dates exaggerates how long it’s really been going on for. It leaves the reader feeling amazed and makes them think about what they can do to help.
The article uses many imperatives.
“Hush. Don’t even breathe. Don’t let this page rustle”
This is used to again grab the attention of the reader and to slow down the rhythm of the shocking events being foretold.
The layout, pictures used, headings and visual effects are used to draw the reader in and to attract them to the leaflet. Once the leaflet has grabbed their attention, they must persuade them to donate, this is through language techniques. They use a lot of persuasive writing, statistics, emotional blackmail, rhetorical questions, repetition, and describe the events in such extensive detail. On the whole, the leaflet leaves the reader feeling guilty and makes them want to help. This could lead them into donating, or even just making them find out more about the actual charity. It informs the reader of what’s going on, for how long its been going on, and who is responsible. Overall, the leaflet achieves its main purpose by using persuasive techniques.
