Analysing persuasive texts

1. Analysing persuasive texts Language analysis SAC

2. What is language analysis all about? • Writing an analysis of a text that presents a point of view requires a great deal of critical thinking and a systematic approach. Trying to explain exactly how someone is using language to persuade is not easy; it requires you to go beyond identifying a series of techniques and making general comments about their effects. • The most important thing to remember is that you need to focus on the intended effect of the language at all times.

3. After reading the articles, ask yourself this: • What is the issue? • Who are the stakeholders or parties involved? • Who is the author? Do they have a vested interest in the issue? How does their identity affect their viewpoint and the audience? • What is the author’s purpose? Is it just to persuade? Are they also aiming to entertain, provoke, attack? • Who is the target audience? What words, phrases or appeals give this away? • What persuasive techniques has the author used and why have they chosen these particular strategies? • How does the author want to position the reader on the issue? • How do the persuasive techniques reflect and support this?

4. Analysing one article: The block approach • There are many approaches you could take to analysing a single text. However, you should always have clear paragraphs, including a suitable introduction, several body paragraphs and some form of a conclusion. • It is often a good idea to move through your text in an ordered and chronological way. This allows you to comment on the natural flow and progression of the arguments being presented in a logical way.

5. Poor intended effect example: • “In the next paragraph, Deveny uses some facts and statistics because statistics can’t be argued with so writers use them to strengthen their argument.” • Notice that the above explanation simply explains what facts and statistics do. It does nothing to describe how Deveny’s use of them positions the reader to think a particular way. There is a lack of detail and has standard vocabulary.

6. Medium intended effect example: • “Deveny goes on to cite a series of statistical studies to add strength to her contention, “The Australian Transport Safety Bureau found that half the 36 children killed in driveway deaths between 1996 and 1998 were struck by large 4WDs.” Deveny has used these statistics as they are hard to disagree with and they position the reader to agree with her.” • This is better as it goes some way to describing the intended effect that Deveny is trying to have on the reader. It moves from simply explaining what a technique does, to commenting on the intended effect. • While it is important to quote elements of the article, be careful of quoting large slabs of information!

7. Strong intended effect example • “By incorporating the use of a series of statistical studies from noted authorities including the Imperial College in London and the Australian Transport Safety Bureau, Deveny forces the reader to confront the “uncomfortable” statistics and face “the 4WD safety myth”. The broad range of statistics are compelling and almost impossible to refute, therefore Deveny uses them as a method of support as they legitimatise her overall contention. Not only do they ‘back her up’, but the target audience (parents), will feel a strong sense of guilt knowing that their 4WD is not safe, but in fact, much more dangerous for them and their children.” • This is a much better paragraph. There is a clear explanation of how Deveny positions her audience to agree with her and how she has used language techniques to help her do so.

8. Linking words and phrases: These operate as signposts for readers, making it easy to follow a line of argument.

9. Remember: • The aim is to consider the whole package. A written text will consist of mainly words, but don’t forget to consider any visual images, charts etc. Why are they there? How do they add to the persuasiveness of the piece? • Keep the focus at all times on the intended effect of the techniques – your job is not to summarise the text, but to analyse it. • Vary your sentence structure to avoid sounding repetitive. Some effective sentence starters are on the attached handout. • Use appropriate linking words to connect your points smoothly. • Use a wide and accurate vocabulary. • Quote sections of the article.

10. Remember (continued) • Remember that you do not need to discuss every technique that you identify in the article. Use only those that you feel stand out and that you feel you are able to effectively discuss how the author positions the reader. • Refer to the author by their surname. (For example, ‘Deveny’, not ‘Catherine’) • Ensure that you include reference to the tone of the article. While you need to identify tone in the introduction, try and show how the writer uses tone in the body of the essay also. (For example, “Deveny’s scathing, critical tone is evident in the way she describes the “selfish” and “ignorant” people who drive these “obnoxious monster trucks”).

11. Avoid: • Simply listing the persuasive techniques used in the piece. You need to go on to comment on the intended effect. • Many people get trapped into explaining what a technique does, rather than focusing on how the persuasive technique positions the reader. • Giving you own personal opinion. The assessors are not interested in whether you think 4WDs are dangerous or not. They are only interested in your analysis of the language being used in the article. • Copying large slabs of the article.

12. Comparative analysis • You can attack this in one of two ways: • 1. Analyse each text separately in chronological order. Once you have finished analysing the first, start on the second, highlighting some of the major similarities and differences between them. Ensure that the conclusion contains discussion regarding the approaches used by both authors in each text. • 2. Compare and contrast both texts simultaneously in each paragraph, noting down differences and similarities in approach. • The first option is probably the most popular, but use what works best for you!

13. Task: • You are to write a language analysis piece (DLA), based on the Catherine Deveny opinion piece, ‘Listen up, you selfish and ignorant people. Stop driving 4WDs’. • Use the handout which has examples of single article analysis essays, as well as a range of pointers in terms of structuring your essay. • Due Tuesday. • Length: 600 word range.