Analysing persuasive texts

Language analysis SAC

What is language analysis all about?
Writing an analysis of a text that presents a point of
view requires a great deal of critical thinking and a
systematic approach. Trying to explain exactly how
someone is using language to persuade is not easy;
it requires you to go beyond identifying a series
of techniques and making general comments
about their effects.
The most important thing to remember is that you
need to focus on the intended effect of the
language at all times.
After reading the articles, ask yourself this:
1. What is the issue?
2. Who are the stakeholders or parties involved?
3. Who is the author? Do they have a vested interest in the
issue? How does their identity affect their viewpoint and the
audience?
4. What is the authors purpose? Is it just to persuade? Are they
also aiming to entertain, provoke, attack?
5. Who is the target audience? What words, phrases or appeals
give this away?
6. What persuasive techniques has the author used and why
have they chosen these particular strategies?
7. How does the author want to position the reader on the issue?
8. How do the persuasive techniques reflect and support this?

Analysing one article: The block approach
There are many approaches you could take to
analysing a single text. However, you should always
have clear paragraphs, including a suitable
introduction, several body paragraphs and some
form of a conclusion.
It is often a good idea to move through your text in
an ordered and chronological way. This allows you to
comment on the natural flow and progression of the
arguments being presented in a logical way.

Poor intended effect example:
In the next paragraph, Deveny uses some facts
and statistics because statistics cant be argued with
so writers use them to strengthen their argument.

Notice that the above explanation simply explains
what facts and statistics do. It does nothing to
describe how Devenys use of them positions the
reader to think a particular way. There is a lack of
detail and has standard vocabulary.

Medium intended effect example:
Deveny goes on to cite a series of statistical studies to
add strength to her contention, The Australian Transport
Safety Bureau found that half the 36 children killed in
driveway deaths between 1996 and 1998 were struck by
large 4WDs. Deveny has used these statistics as they
are hard to disagree with and they position the reader to
agree with her.

This is better as it goes some way to describing the
intended effect that Deveny is trying to have on the
reader. It moves from simply explaining what a technique
does, to commenting on the intended effect.
While it is important to quote elements of the article, be
careful of quoting large slabs of information!
Strong intended effect example
By incorporating the use of a series of statistical studies
from noted authorities including the Imperial College in
London and the Australian Transport Safety Bureau,
Deveny forces the reader to confront the uncomfortable
statistics and face the 4WD safety myth. The broad
range of statistics are compelling and almost impossible to
refute, therefore Deveny uses them as a method of support
as they legitimatise her overall contention. Not only do they
back her up, but the target audience (parents), will feel a
strong sense of guilt knowing that their 4WD is not safe, but
in fact, much more dangerous for them and their children.
This is a much better paragraph. There is a clear
explanation of how Deveny positions her audience to agree
with her and how she has used language techniques to
help her do so.
Linking words and phrases:
A new point (of a similar
nature)
A new point (of a different
nature)
A conclusive point
in addition conversely as a result
similarly however therefore
likewise on the contrary for this reason
moreover in contrast hence
furthermore in spite of this finally
on top of this on the other hand consequently
added to this meanwhile thus
first of all at the same time in conclusion
in the same way despite ultimately
equally nevertheless
whereas
These operate as signposts for readers, making it easy to follow a line of
argument.


Remember:
The aim is to consider the whole package. A written text will
consist of mainly words, but dont forget to consider any
visual images, charts etc. Why are they there? How do they
add to the persuasiveness of the piece?
Keep the focus at all times on the intended effect of the
techniques your job is not to summarise the text, but to
analyse it.
Vary your sentence structure to avoid sounding repetitive.
Some effective sentence starters are on the attached
handout.
Use appropriate linking words to connect your points
smoothly.
Use a wide and accurate vocabulary.
Quote sections of the article.

Remember (continued)
Remember that you do not need to discuss every
technique that you identify in the article. Use only
those that you feel stand out and that you feel you
are able to effectively discuss how the author
positions the reader.
Refer to the author by their surname. (For example,
Deveny, not Catherine)
Ensure that you include reference to the tone of the
article. While you need to identify tone in the
introduction, try and show how the writer uses tone
in the body of the essay also. (For example,
Devenys scathing, critical tone is evident in the way
she describes the selfish and ignorant people
who drive these obnoxious monster trucks).
Avoid:
Simply listing the persuasive techniques used in the
piece. You need to go on to comment on the
intended effect.
Many people get trapped into explaining what a
technique does, rather than focusing on how the
persuasive technique positions the reader.
Giving you own personal opinion. The assessors are
not interested in whether you think 4WDs are
dangerous or not. They are only interested in your
analysis of the language being used in the article.
Copying large slabs of the article.




Comparative analysis
You can attack this in one of two ways:

1. Analyse each text separately in chronological order.
Once you have finished analysing the first, start on the
second, highlighting some of the major similarities and
differences between them. Ensure that the conclusion
contains discussion regarding the approaches used by
both authors in each text.
2. Compare and contrast both texts simultaneously in
each paragraph, noting down differences and similarities
in approach.
The first option is probably the most popular, but use
what works best for you!
Task:
You are to write a language analysis piece (DLA),
based on the Catherine Deveny opinion piece,
Listen up, you selfish and ignorant people. Stop
driving 4WDs.
Use the handout which has examples of single
article analysis essays, as well as a range of
pointers in terms of structuring your essay.
Due Tuesday.
Length: 600 word range.