language and power

Question 1

what is the first stage of synthetic personalisation?

Answer 1

1- build a personalisation relationship with the potential client by using personal pronouns, informal lexis and culture references.

Question 2

what is the second stage of synthetic personalisation?

Answer 2

2-manipulation of ‘members resource’, by carefully selecting visuals and vocabulary to align with the ideology being sold

Question 3

what is the third stage of synthetic personalisation?

Answer 3

building the consumer into the ideal reader- create a sense of urgency to make a willing consumer to be part of the members resource

Question 4

what is discourse

Answer 4

spoke, written or visual communication

Question 5

give an example slogan for synthetic personalisation

Answer 5

L’Oreal - ‘beacuse your worth it ‘

Question 6

what narrative the slogan create ?

Answer 6

constructs the narrative that a women’s worth and happiness correlates with the urgency to buy makeup

Question 7

What is CDA

Answer 7

critical discourse analysis, is an approach to analyse the role of language -written, spoken or visual and how it is constructed

Question 8

what does critical discourse recognise ?

Answer 8

views language in the context of wider society

consider other factors such as gender, ethnicity and race

consider who is powerful and marginalised in society

Question 9

analysis of power in discourse is split into 2 parts-: power in D… behind….

Answer 9

1- Power in discourse : analyses the lexicon and language structures used to create power, imperative verbs, rhetorical questions, emotive language

Question 10

second analysis of power:

Answer 10

power behind discourse: analysing the social aspects behind who is asserting power