Language Change Essay

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.