Techniques 1
What FORM of writing is shown in Hailey Astaire's cashless store article?
Advertorial
True or False?
Not including a description of the images or the date in the Introduction will lead you to automatically lose marks.
FALSE!
Analysis of the images is already expected in the body so a generic description in the Intro is not mandatory.
True or False?
The image and headline/title of a piece can be counted as techniques when carrying out an argument analysis.
TRUE!
True or False?
An analysing argument essay requires a conclusion.
FALSE!
True or False?
Images and tonal shifts should be analysed in their own separate paragraphs.
FALSE!
What technique does Astaire use here?
"A decade ago, nearly 70 per cent of household spending was in cash; now it’s half of that"
Statistics/figures/research findings
The introduction should reflect 'FAT CAT'. Say what each of these stand for.
Form
Author
Title
Contention
Audience
Tone/Tonal shifts
Astaire mentions:
"We know that other, less customer-centred shops will continue to take cash, but we think that they will soon catch up with us"
What technique is evident in this sentence?
Attack
Being the manager of Hailey's Local Store and someone who has worked in the grocery store industry for a while allows Astaire to increase the ethos/pathos/logos (CHOOSE ONE) of her overall arguments for a cashless store.
(Credibility)
Astaire mentions: "For our staff, it means not having to spend hours sorting, storing and securing cash"
What techniques does she use?
Any of:
Alliteration
Rule of Three
Negative connotation
"Last year, Philip Lowe, Governor of the Reserve Bank of Australia, said Australia was now at a turning point and cash was set to become a rarity".
Astaire utilises which technique in this sentence?
Expert opinion
(Phillip Lowe being the expert on cash/money/transactions)
Is this analysis/effect an example of how the audience is set up to THINK, FEEL or ACT?
To build rapport with one's audience is to:
increase connection/strengthen relationships
The handshake between Astaire and the suited customer in the image symbolises:
Any of the following or similar:
- solidarity between Astaire and her customers
- a sense that Astaire's customers generally are happy with the decisions she makes - approval
What could be the significance/meaning of the tick icon that pops up on the image of EFPTOS machines in Astaire's Article?
- Going cashless is the RIGHT THING to do
- Going cashless is something the majority of customers will APPROVE of
- Going cashless will lead to POSITIVE OUTCOMES rather than negative effects
Or any other similar answer
Astaire mentions that "In our cashless store, you’ll breeze through the check-out faster".
Which term/phrase in this sentence could I pick apart and analyse as having a positive connotation?
'breeze through'
In the Advertorial, Astaire uses exclamation marks such as "We’re going cashless!"
What is the intended effect of this?
To relay her sense of excitement about the change and to hopefully garner the same enthusiasm in her customers (or something similar)
What technique is evident in this sentence Astaire includes towards the end of her Advertorial?
"Cashless shopping is easier, faster and safer"
Rule of Three
Since Astaire is the manager of Hailey's local store, what is one thing that we as students need to be critical of when analysing her Advertorial?
Authorial Bias
The little icon of the animated smiling grocery bag next to Astaire's name as she signs off may help to portray what about Astaire?
- It reinforces that she is dedicated to her store and grocery shopping - she is likely an expert on this
- It reinforces her excited tone regarding the transition to going cashless
- It further lends to the optimistic and hopeful outlook Astaire has that going cashless will benefit her store and its customers
Name TWO techniques are evident in this portion of text from Astaire's Advertorial.
"We offer lots of healthy meals, many specials, locally sourced food and, as you know, we abolished plastic carry bags four years ago – long before the big stores. Why did we do these things? Because you told us that was what you wanted and needed".
Any two of the following:
Listing
Rhetorical Question
Direct Address ('you' / use of 2nd person pronoun)
Positive connotations
Focused on change/improvement
Striving to be better always
or any other similar response
Is this an example of ethos, pathos or logos?
Logos
(Appealing to customer's sense of logic and reason)
Astaire mentions that "I’m in our store every day and I know that most of our customers don’t pay cash for their goods now".
The repetition of first person "I" and "I'm" are likely to portray Astaire as being?
At the frontline of her store's future, invested and dedicated in ensuring her customers are looked after. She's not just dictating changes from a distance, she is responding to changing customer needs.
Regarding other less-customer centred stores, Astaire says that "we think that they will soon catch up with us".
What kind of language is this?
Exclusive language
(meant to exclude a certain group, creating an us versus them mentality)