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Analysis of Media Writing

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Introduction

ANALYSIS OF MEDIA WRITING The two advertisements from 'The Sunday Times' are promoting new energy sources from the same company, Shell. The theme running through this campaign is aiming to display to the public how environmentally friendly Shell has become. They use local people from where the energy source is being harvested, in an attempt to create a feeling of commitment to that area. The adverts are not trying to sell a product directly, but through making us more aware of their commitment they are influencing us by giving us a positive choice to buy fuels, oil and other products made by Shell. They tell us that any profits made would then be reinvested into finding new energy sources, therefore implying, if we do not buy Shell products we will contributing to the earth's downfall, acquiring a guilty conscience. The adverts are aimed at all who use fuel, particularly motor vehicle drivers, homeowners and those who are environmentally conscious. In the 'wind farm' advert, there is a symmetrical photograph with an expanse of blue sea and sky, this gives a natural feel and is aesthetically pleasing. Below the blue, is a sandy coloured background to the text, which could have been used to represent the beach. ...read more.

Middle

They are already a 'partner' in the Blyth offshore wind project, vocabulary that tells us again that they are a company that can be trusted. Shell expresses the fact that they asked several parties opinions in the siting of the turbines, by the powerful verb 'sought'. The effect this has on the reader says that they actively made the first move, promoting Shell as very environmentally friendly. They asked the RSPB, English Nature, and 'particularly' the local fishermen. This three-part list has two familiar charities to add credibility to their claims, and by using the adjective 'particularly', is saying that the local fishermen are the people they cared mostly about. The text also describes the turbines as 'elegant', use of this strong adjective suggests that the turbines are aesthetically pleasing, standing amongst the natural habitat of the lobsters and crabs. The fourth paragraph explains how the wind farm is 'already' contributing power to the national grid, creating the image that Shell's new project is ahead of its time. It goes on to say that 'Wind energy should profit everyone and harm no one'. Rhythmic language explains that the wind farm is a valuable asset to the country, and because Shell consulted experts there will be no negative affect on the environment. ...read more.

Conclusion

With the use of colloquial language and by using 'just' as a strong adverb, the paragraph shows how much Shell have contributed to the developing environment. The fourth paragraph, through repetition, tells us again that they obtained help from other people during the project, and through using the verb 'ensure' and the emotive noun 'destruction', Shell infer that they are an environmentally friendly company. The advert finishes in the same manner as 'wind farm' giving details of how to obtain further information by offering their website. The easily recognisable Shell logo is also located in the bottom right hand corner. I feel the two adverts are presented in a simple manner, informal language makes them easy to read and understand. The photographs focus on individuals, and give a certain amount of empathy to the characters involved. The background scenery is very natural and appealing. Headlines have been cleverly worded causing the reader to stop and think what they are saying. Personally, I think the 'wind farm' advert captures the imagination more, although the reason may simply be that they are a little closer to home and the structures are permanent. It is an effective Public Relations exercise that captures the interest of its target audience, establishing Shell as a leading front-runner of environmentally friendly energy producing organisations. 1 1 ...read more.

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