Discursive Techniques
This technique poses a question to engage the reader, without expecting a literal reply.
Rhetorical Question
Has disposable income, more susceptible to impulse buying, tech savvy, follows trends and what's popular. Who is the consumer?
Teenagers
Red for urgency or green for eco-friendliness — to shape how a viewer feels about a product.
Colour
Identifying specific features of a person that would make them more likely to purchase a specific product
A short, personal story that demonstrates the idea being discussed
Personal Anecdote
A graphic mark, emblem, or symbol used to promote public identification and recognition
Logo
The way elements are arranged or cropped within the image
Framing
A customer upgrades or replaces a product because it is no longer fashionable or popular.
Perceived Obscolescence
This technique uses words like 'we', 'you' or 'our' to speak straight to the reader and build connection.
Direct Address
A product designed to fail or be replaced consistently, consumers will need to buy new ones
Planned Obsolescence
Focal feature, first thing viewers pay attention to
Salience/Salient image
Using a consumer profile to create advertisements and packaging for a product that makes it appeal specifically to the customers most likely to purchse it
Targeted Advertising
To keep a discursive essay balanced, a writer must raise and respond to this — an opposing viewpoint.
Counter-Argument
Making misleading claims about the environmental benefits of a product, service, or company to appear more eco-friendly than they actually are
Greenwashing
Use of objects, colours or images to represent a deeper idea
Symbolism
Product Placement
Language that entertains or mocks, often expressing elements of the writer’s personality and opinions
Humour/Sarcasm
One-sided relationship where a person feels like they know or are close to someone
Parasocial relationship
Type of camera angle that makes the object appear more powerful, tall or intimidating
Low angle shot
Collaboration between popular social-media users and brands to promote brands' products or services
Influencer Marketing