Language Change June 2012 comparison
Both texts are adverts which promote a product however, both
are aimed at different audiences. Text H was produced in 1933 and is aimed at a
male audience who have families. Whereas, text I was produced in 2009 and is typically
aimed at women with families. Both texts have a purpose to persuade and we
expect to see similar semantics as both are promoting cars.
It is evident that text H uses more low frequency lexis. For
example, ‘moneysworth’, ‘saloon’ and ‘coachwork’. This could suggest that, as
this lexical choice is not used in everyday language, the text may be more
formal than modern texts. This may be because the text was produced in 1933 and
therefore, only the rich and powerful people could write and read, therefore it
could suggest that the advert is aimed at the middle class who expect it to be
formal. Therefore, this helps to persuade as it appeals to the middle class.
However, text I shows evidence of high frequency lexis such as ‘DVD’ and
‘microwave’ as it was produced in 2009 which the majority of people can read,
therefore, there is no need for it to be formal. This lexical choice shows the
influence of technology as nouns like ‘DVD’ are used in everyday conversation
in modern times. The difference in the lexical choice may be because of the
different audiences in which they are aimed at. Text H aims at middle class as
they were the only people who could afford a car, however text I aims at the
majority of the population as most people can afford cars now.
Power is shown throughout text H. This is shown through the
use of the positive face strategy as it refers to the audience as ‘a big car
motorist’. This shows instrumental power as it identifies the audience as
someone who is knowledgeable about cars and therefore, it could persuade them
to purchase the car. By using the adjective ‘big’, it may make the audience,
who is more than likely male, feel more powerful and prestigious. The use of
superlatives also show power. This shown when ‘latest’ and ‘most exclusive’ is
used. This shows power because it suggest that the car is the ‘best’ and that
the audience cannot get any other car that performs better than this one,
therefore persuading the audience to buy it. However, in text I, power is shown
through synthetic personalisation. For example, the use of the plural pronoun
‘we’ suggests that the advert is in the same position as the audience, and
therefore understands the struggle that parents, typically mum’s, have to go
through. Therefore, this could persuade the audience as it feels as if the
advert is speaking directly to them. Also, the use of imperative syntax in text
I ‘feel the difference’ shows that the advert believes that the audience will
have never felt driving experience quite like this one, therefore a strategy of
persuasion.
The presence of gender varies between both texts. Text H is
typically aimed at a male audience. This is shown through the field specific
lexis used. For example, ‘synchro-mesh’, ‘No-Draught Ventilation’ and
‘self-returning direction indicators’ are all examples of a semantic field of
cars. Therefore, as this jargon was new to people in 1933, it is stereotypical
that males would understand what this lexis meant. Therefore, as this type of
field specific lexis is used throughout, it is likely that the advert is aimed
at males. However, text I suggests that it is aimed at females and Mum’s. This
is because, lexis such as ‘weigh in’ is stereotypical of women in modern times.
Also, the use of the modal auxiliary verb ‘must’ in ‘must move toys’ suggests
that the Mum is always the one to pick up the toys in the house. This could be
because women are stereotypically housewives, however, in modern times many
women tend to have careers as well as look after the children. The lack of car
specific lexis could suggest that women are not interested in what the
additional luxuries are, they just want a safe car that gets them to where they
want to be.
Text H uses many pre-modified nouns. For example, ‘big car
motorist’, ‘big luxurious Vauxhall saloon’ and ‘Vauxhall No-Draught
Ventilation’ shows ways of persuading the audience. This could be because,
although it was aimed at the wealthy people, it may need to persuade them to
buy the product as £325 was a significant amount in 1933, therefore, the advert
needed to ensure that the car was described as the best car. However, text I
does not need to use pre-modified nouns as it appeals to the audience, such as
mothers, by the lexis used. For example, ‘dry hair’, ‘put make-up on’ and ‘put
twins shoes on’. Therefore, this appeals to Mum’s and women as it is
stereotypical of what they do. Therefore, this is used as a persuasive
technique as it makes women feel as if it ‘understands’ them.
The graphology in text H suggest that the advert is aimed at
males. The picture shows two males viewing a car which is significantly bigger
than them. This could be emphasis on the ‘big car motorist’. Also, there is a
lot of writing including information about the Vauxhall cars, and therefore
this could show that is for males as they would, stereotypically, have more
knowledge about the cars, and therefore may want more information about what it
offers. However, the graphology in text I suggests that it is aimed at females.
This is because it is in the form of a list and it is stereotypical of women to
make lists. Also, there are various ‘doodles’ over the page which may also
suggest that it is aimed at women because this is also stereotypical of women.
Both texts have a semantic field of families. However, they
are portrayed in different ways. For example, text H uses adjectives such as ‘big’,
‘comfort’ and ‘five-seater’. Therefore, this may suggest that is essential for
families because of the space it offers. This shows that it is likely to be aimed
at men who have big families. However, in text I the semantic field of families
is shown by the lexical choices such as ‘kids’, ‘husband’ and ‘baby’. This
shows that the advert is trying to target families because it is appealing to
Mums who have children and therefore is showing that they understand what Mum’s
need.
Overall, both texts are very similar. However, the way in
which they communicate to their target audience is very different. This is
because of the different time periods in which they were produced and the
different audiences. As one is aimed at males and the other at females, there
are different strategies each one uses in order to persuade the audience. It is
obvious that adverts have become less informal as the majority of people can
read and write, whereas only the middle class were likely to read and write in
1933.
