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How do the Articles In the Retail Temple(TM) and Darkness at the Heart(TM) contrast and how effective is the

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How do the Articles 'In the Retail Temple...' and 'Darkness at the Heart...' contrast and how Effective is the use of Language in each? The two articles 'In the Retail Temple' and 'Darkness at the Heart' are both taken from well-known newspapers (The Scotsman and The Mail on Sunday) and they both focus on largely the same subject: the ever-increasing rise in spending mania. The texts contrast because they are written in a very different way. 'The Retail temple' is written in the first person and therefore presents a very subjective and opinionated read. The other however is written in the third person, and thus reads in a much more objective and formal manner. 'In the Retail Temple...' has also a very different tone to 'Darkness at the Heart' which casts a very serious and sombre mood, paradoxically to 'In the Retail Temple'. Another apparent difference is the way in which each article is written. 'In the Retail Temple' contains many examples of emotive language and forms of wit, whereas 'Darkness at the Heart' is written in a much more reserved and cold manner. ...read more.


The humour which is present in phrases such as "If recession is stalking these halls and shop floors, it is proving as elusive as Bin Laden", is also very entertaining and quickly beckons the reader into wanting to read on. The next contrast explored is the use of emotive language in the articles. 'In the Retail Temple' contains many examples of this specific technique such as in the phrase "Over sharp-elbowed Essex girls". The use of this rhetoric language makes the article manipulative whilst keeping a certain underhand subtlety. This serves to make the reader completely engaged to the article and also puts great emphasis on exact points and opinions of the author. The emotive language in this article is used in a positive way which creates a feeling of jocular importance to the issue of the spending obsession. In contrast, the use of emotive language in 'Darkness at the Heart' is much more condemning and 'dark'. For example in the phrase "it does seem that our confidence extends little more than today's bargain sale" the author uses a big idea (people's confidence nowadays) and links it to a small and trivial event (the bargain sale). ...read more.


This technique both impresses the reader and makes them think seriously about the article's message. In the other article, figurative language is present in the full title ("Darkness at the heart of consumer spending spree") which is a pun on a famous book - "The Heart of Darkness". The title also includes sibilance in "spending spree". Apart from this first example, there are few others in the text which excluding its figurative heading is vastly more literal than the first. The use of factual and largely literal language makes of the article a very formal and informative read, at the same time as bombarding the reader with emotions such as guilt and fear of the future: "We are happy to splurge out on 'big ticket' items in the store on foreign holidays in winter, while personal pension provision is running woefully short of that required...". To conclude, I believe that the article 'In the Retail Temple worshipping frantically" is much more successful in conveying its point whilst engaging the reader, and making it easy for them to relate to the subject matter through clever rhetorical forms of language such as wit, pre-empting, lists of three and powerful emotive language. ?? ?? ?? ?? ...read more.

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