Text 2 is much more vibrant in colour than text 1. Bright reds, grass greens, luminous yellows and blacks have been used. The dominant colour of the text is green. This is suitable as it has associations with nature, is soothing and is used to attract the audience. A very striking red tone has also been used; this allures the audience to the text and immediately appeals to them. The colour yellow is used in subheadings such as ‘save lives’ and has a positive connotation of the vibrant and brightness of the sun- suggesting that vegetarian food is vibrant and good for you. Similarly to text 1, the colour black has been used to cover harsh facts of the reality of animal farming such as ‘animal farming is one of the biggest causes of water pollution.’ Amongst the colourful colours the serious message is shown through the black writing.
Images are used effectively in both texts. Text one consists of a minority of images, as its audience are adults and it is of a serious topic. The only image on the website is the logo which is in the top left corner and is positioned in the primary optical zone and as a result the reader sees it first, this instantly informs the reader of the organisations logo. The logo consists of three rings interlocking into each other this symbolises the connection between the three departments of environment, food and rural affairs- all working in harmony to alleviate animal suffering.
Text 2 consists of many images because it is a leaflet of a more informal topic. It is a persuasive text so is more appealing to the audience than text 1. Without a doubt, the writer has used many images as its audience extends from a young age and needs to suit its audience. The images the writer has used are very effective. In the top row of images, there is a close up shot of a cow. The positioning of the image makes the reader look directly into her eye and as a result makes them feel guilty. Perhaps the writer is trying to use guilt to convey their ideas to the audience and to try and persuade them to become vegetarian. Other examples of effective images are the pictures of appetizing fruit and vegetables which appeal to the audience and suggests that vegetarian food can be tasty.
The way in which the writer has structured their writing in both texts is effective. In text 1, the writer uses short paragraphs, statements and subheadings, this breaks the text down and ensures that the text is concise for the audience. Similarly, short paragraphs are used in text 2 as a result ensures that the text is concise. Bullet points are also used in text 1, this ensures that the advice is easy to follow.
Language techniques have been used effectively in both texts. Text 1 uses formal language throughout. One formal aspect of it is ‘farmed animals should be provided with adequate shelter.’ Similarly, legal language is also used, for example, ‘legal obligation.’ Also, this text has no emotive language as the text informs and advices the audience and is a formal document therefore needs to be objective. Imperative verbs have been used in various parts of the text, this is evident in the following ‘never leave your pet’ and ‘don’t let your pet become sunburnt.’ As the text is advisory these commands are important as they are advising people who are responsible for animal welfare.
Although text 2 demonstrates elements of formality in its language, overall it adapts a less formal tone than text 1. This has been used to lure the audience into reading the text. Emotive language has been used to shock the audience, an example of this in the text is ‘exposes’ and ‘animal abuse.’ Animal abuse carries negative connotations thus making the audience feel the sympathy for the animals. Additionally, the words ‘pain’ and ‘suffering’ evoke further sympathy. Emotive language is deliberately used to persuade the audience to become vegetarian. Like text 1, the writer has used imperative verbs to communicate their ideas. Examples from the text are ‘protect our planet’ and ‘improve your health.’ However, imperatives in text 2 are less demanding and are more friendly in comparison to text 1. This makes it more persuasive and persuades the audience to become vegetarian as it adopts a more warm and friendly approach. Additionally, the title is also an imperative, ‘choose life-go veggie.’ This phrase has been repeated at the beginning and end of the text and is the first and last thing the audience reads, ensuring that the audience remembers the quote. Moreover, personal pronouns have been used such as ‘you’ll’ and ‘our’ involving the audience. This makes them feel as though they are part of the problem but also the text makes them also feel like they are part of the solution and this is an effective method used by the writer to convey their ideas. Facts have also been used; this is an effective method as it shows validity and the harshness of the topic. This is shown for example by ‘the second biggest cause of global warming.’ This provides the audience with information that may persuade them to become vegetarian.
To encapsulate, both writers communicate their ideas and perspectives in an effective way. They have successfully used presentation and language according to their purpose and type of text and have presented their message appropriately.
