Power & Language - The Apprentice

In this video, Lord Alan Sugar explains his reasons behind why he is disappointed with the three candidates sat in front of him. Lord Sugar then begins to question Edward as to his credibility in the process so far. This leads to a discussion between the two although evidently as he has the most power, Lord Sugar speaks the most and subsequently puts Edward in his place.

(From 0:58) Lord Sugar begins by putting Edward in his place, clearly illustrating exactly what he has done wrong in this task. He begins by using the sentence "One thing you need to learn in life..." The use of the pronoun 'you' in this line indicates the direction of the criticism and how Edward is being directly addressed and almost 'nominated' in a teacher-esque style. This along with the use of the verb 'learn' (which suggests a link to education and teaching) appears to be used in order to assert power as this particular phrase 'you need to learn' appears to be primarily associated with teachers disciplining students. From this, you could grasp the fact that Lord Sugar is being patronising towards Edward and upwardly diverging in order to assert his authority.

When continuing to burrow away at exactly what lead to the failure of this specific task, Lord Sugar uses repetition to interrupt Edward from speaking and override him whilst continuing to speak. We would associate one with having the most power if they say the most, therefore Lord Sugar follows this rule. He says "And you can't. But you didn't, you didn't, you didn't". The use of the pronoun 'you' (as above) followed by the repetition of the contraction 'didn't' gives Edward something to think above as Lord Sugar negatively hammers in the fact that he just 'didn't' do what he should have. The informal tone of 'didn't' does suggest a slight in power from Lord Sugar momentarily and the repetition of this in the tone in which it is delivered is rather childish diminishing any preexisting authoritative approach. Despite the childish tone, Edward is put in his place from this.

As Lord Sugar, he attempts to alienate the candidate further by explaining how he himself is an 'expert' in electronics. The noun 'expert' suggests the air on knowledge he has on the particular subject area, giving his further power over Ed. This along with the paralinguistic's of Lord Sugar's abrupt pointing towards Edward is almost frightening and belittling further diverging himself in an upwards direction.

Categorising Texts - Cont'd

So, as the three texts have the purpose to advertise and inform with regards to events and competitions that are happening, there appears to be a very personal touch with them all. Therefore it does entice you a lot more and therefore want you to get involved with such competitions. If you are reading something that has a very personal touch, psychologically it makes the reader believe that they are possible the only ones that would enter and subsequently have a much greater chance of success with taking part. Despite there being other forms of persuasive techniques i.e rhetorical questions this does subtly act persuasively. 

Example 15

The above image is a advertising poster for a small Cornish music festival called 'Leopallooza'. The poster features brief information of when the event will take place but most importantly who will be making an appearance at the festival. The poster is intended for those interested in the type of music on offer and as there appears to be a little something for everyone and with the poster having no particular characteristics that would associate it with either gender of any particular age, the poster could be suited to many. The poster does act persuasively through the use of the acts on offer with big names in big fonts such as 'Bastille' and 'Jacob Banks'. The poster does not specifically suggest why one should attend the event but the mention of the headline acts would be the prime reason for one to attend. Each acts has been layer out neatly with a large bold font used so each one can be clearly read. The tag line for the event, and the short description is features at the bottom of the poster which appears to be an odd place for it to be situated as it can not be clearly seen and many may not even notice it there. 

Example 14

An article regarding how to deal with garden pests from the BBC Gardening website:

http://www.bbc.co.uk/gardening/advice/pests_and_diseases/identifier.shtml?garden_ants

The purpose of the above article is to inform and educate those who have a particular interest in gardening or those 

who simply have a problem with garden pests. The intended audience for the magazine article is those interested in 

gardening and with the use of language appears to be intended for those considered to be a 'more-mature' 

audience. There is also a large quantity of information and a large amount of detail and so the reader would have to 

be fairly knowledgable in the gardening front to completely understand the use of jargon in the article. The format 

of the information is simple and is mostly in one large block so does not look terribly enticing but does of course get 

across the necessary information. Only a single image is used as is positioned towards the top of the page 

suggesting the article is once again mostly appropriate for the more mature of person. The lack of colour overall 

throughout the article also conveys this thought. 

Example 13

    

The above advertisement has been taken from a local newspaper and is advertising the open days at 'Clifton High'. The text as a whole is very minimal and the majority consists of a short anecdote from what appears to be a parent to a current student of the school. The use of 'ordinary' colours don't particularly make the poster stand out but does however convey a sense of reservation and high class that the school endeavours to achieve. The use of certain words not only persuades readers to attend the open day but also to view the school as a high class alternative to perhaps a 'typical' school. The words 'motivated' and 'inspired' are strong words with regards to the effect they have on students and with parents likely to want to ensure the best for their children then these certain words will ensure their children can aspire to be the best they can.  

Example 12

The above image is an advertisement poster for retirement homes for the over 50's. The intended audience for this poster, by the description is for the over 50's however it does seem strange that the typical retirement age is 65 plus, yet these homes are trying to appeal to those just scraping the 50 years old boundary. The text also seems to be fairly simple in terms of language used and even the layout and size of the text. It appears that the key purpose of the poster is to inform of the event and almost acts as a personal invite to those who read the poster as the text is very emotive and therefore personal. The use of colours is simple which has been done intentionally as the poster has been produced on the computer making the whole thing also look ver pay professional. The use of the able image to the edge of the middle of the page is optimistic as it makes the assumption everyone will like the look of the single design of home. The overall poster doesn't come across as particularly persuasive as the majority of text used is data regarding price and event days.     

Example 11

A section of the school website entitled 'Why Choose Gordano?' informing parents (and prospective students) 

why gordano is the place for them. 

http://www.gordano.n-somerset.sch.uk/the-school/why-choose-gordano/

The article is primarily used to advertise the school to prospective parents and students whilst also informing them

of why Gordano School would be the place for them. 

Just from reading the first few lines of the article it is evident that although typically an article for prospective parents

and students would be aimed at both parents and students, the formal use of language is not entirely appropriate

to student due to students from year 7 upwards not knowing the definitions of words like 'industrious' not being

at the top of their vocabulary list. The phrase 'find avenues to personal success and self-esteem' is not necessarily

something that will inspire youthful minds. Therefore, the article as a whole may not entirely be fit for purpose and

so should be adapted to suit it's intended audience. The short paragraphs that are used also makes the information

 absorbed easily in short bursts will key bits standing out. This could lead to the text being remembered better than

 if the whole text was in one large block.  

Example 10

A travel article about the Turkey from male magazine 'Men's Journal'. 

http://www.mensjournal.com/travel/mountain-wilderness/turkeys-all-natural-infinity-pools-20130711

Men's journal appears to be a more upmarket alternative to typical view of male magazine that have inherited the name 'Lads Mags'. This article, just from the topic of choice and the type of magazine is aimed at the older or 'better established' of males as the topic of conversation is with regards to a 'magnificent amphitheatre'. Some lines also suggest that this article if best suited to men who like to look after themselves and go away for somewhere to relax and ensure the best possible upkeep of their image with this long being a destination for 'men to get pampered'. However, if the nature of the article aside, it seems that for image conscious young adults, this may also be aimed at them perhaps. The purpose of the article is to inform and mildly persuade however the article itself is not entirely persuasive. 

Example 9

A travel article about the Grecian island, Zante from female magazine 'Cosmopolitan'

http://www.cosmopolitan.co.uk/travel/luxury-breaks/cosmo_goes_greek_at_the_peligoni_club_in_zante

The audience for this article would be young female due the the fact that the article is featured in a female orientated magazine. The nature of the article appears to accommodate the age range, in my opinion, of 30+ but does entirely depend upon the likes and dislikes of each person in question. For example, the article makes describes how the recommended accommodation is 'far far away from the pumping, tequila shot bars on the other side of the island.' This leads me to believe that an someone in their thirties may not be as interested in drinking and dancing, respectively. The article also attempts to portray a relaxing holiday which typically would be associated with someone of this age. 

The article as a whole acts persuasively by advertising the resort but does it in a way that is enticing to the reader as it acts a review but actually is completed in order to advertise. 

Glamorous pictures have been used to once again create a spectacular image in the mind of the reader again working to promote the resort once again. 

Exaggeration is used throughout to persuade the reader to want to visit. In fact, the 'jaw-dropping Figari' may not be as 'jaw-dropping' as described. The use of alliteration throughout sentences again acts persuasively whilst humorous asides throughout in brackets once again acts enticingly whilst also being entertaining. 

The continual use of adjectives throughout also work very persuasively. 

Example 8

This packaging is used to hold an item that is for the younger person and therefore is very lacking in text with there being no text to describe what the item is, with the picture being left to 'speak for itself'. 

The idea of the packing would be to advertise the product however there is no text to advertise the product so is completely dependent on the pictorial image and the power of the formerly well established brand, Lego. 

Example 7

This is a clear example of the way in which the English language is adapted for ease and convenience. For example, typically the assumption would be made that young people would have this conversation slang but it appears that as times go on it appears to be spreading with older generations in turn, turning to this convenient form of communication. Not only is it necessary with a character limit in text messages but with such busy lives being lead it is also necessary for points to be put across concisely and conveniently. The format of this form of communication is laid out in a way that it is easy to read. It also seems that in many circumstances people are adapting words to suit them to for example above 'prac' refers to practice. 

Example 6

The above picture is the label from a Robinson's Fruit Shoot juice bottle. The product itself is aimed at children due to the bright and vibrant colour of the bottle and this is followed through by the the large text on the label and its colours. The text implies the drink is childish but also healthy and natural as t he green colour of the text is associated with nature. The subtlety of the green text may be aimed at parents to persuade them to buy the product. The lack of text with be appealing to children as they do not have a large amount to read. The front of the label is what will be displayed when the item is on a shelf so this is for the children, however on the back of the bottle, the bottle displays a greater quantity of words and information which is appropriate for parents and the older person. This therefore implies that perhaps a lesser quantity of text is more appropriate for a younger audience whereas a greater quantity of text is more appropriate for an older audience. 

The text achieves its purpose of persuasion with words such as 'low sugar' and 'fruit' being printed both boldly and concisely on the bottle which are both positives to the product, therefore enticing you not buying the product under the impression it may be good for you. 

If this label was not able to be printed by computer and was hand written, it certainly would be not be as good to look at and therefore would not hold your attention. 

Example 5

 This advertising poster for Heinz Tomato Ketchup is intended to advertise the product in question but also to inform consumers of the products' existence and also to persuade those to purchase the product. This is achieved firstly by the clever graphic above which hints towards how natural the product as it is made up of an actual tomato. The only line of text present of the photo also acts as a strong reminder of how natural the product is as it reads "No one grows Ketchup like Heinz". The image appears to be the main focal point of the poster whilst also taking up the most room and the line of text underneath backs up the views gathered from the above image and reassures you of how natural the product really is. 

The advertisement poster in general is not specifically aimed at a certain target audience as there are no features that are associated with a certain gender or age, however, the use of the word 'grow' and the image may not be entirely understood by a younger audience so will be best suited to older children and above. The short concise line of text is easy to read, if for example you were to pass it in the street and for a well recognised brand like Heinz with a well recognised product anything more would be unnecessary. 

Example 4

A short transcript from Winston Churchill's speech 'Blood, Toil, Tears & Sweat' from May 13, 1940.

"You ask, what is our policy? I say it is to wage war by land, sea, and air. War with all our might and with all the strength God has given us, and to wage war against a monstrous tyranny never surpassed in the dark and lamentable catalogue of human crime. That is our policy.

You ask, what is our aim? I can answer in one word. It is victory. Victory at all costs - Victory in spite of all terrors - Victory, however long and hard the road may be, for without victory there is no survival.

Let that be realized. No survival for the British Empire, no survival for all that the British Empire has stood for, no survival for the urge, the impulse of the ages, that mankind shall move forward toward his goal.

I take up my task in buoyancy and hope. I feel sure that our cause will not be suffered to fail among men. I feel entitled at this juncture, at this time, to claim the aid of all and to say, "Come then, let us go forward together with our united strength."

As Churchill's first speech as Prime Minister at the House of Commons during the time of the Battle of France he performed this offering hope to those who needed it and reassuring doubts that he was the right man for the job. 

The target audience for this speech will primarily have been aimed at all who had an interest in the words of Churchill. Of course, this may have not been important to adults but may also have been listened to by children and you adults so it suited to then also, of both genders. 

This speech will have been used to subtly persuade the nation that Churchill himself with ensure all is fine and that people can lay there trust in him. The speech with have mostly been to inform the nation of what their prime minister is doing to ensure the best in such circumstances. 

This speech will also have been used to exert Churchill's authority as prime minister at the time which also works persuasively once again demonstrating how suitable he is for the job in hand. 

There a key aspects of the above speech that can be picked out. Firstly, repetition of the word 'Victory' works persuasively as it is a positive physiological reminder of what outcome should be expected and also gives the listener faith in Winston Churchill. 

Example 3

http://www.bbc.co.uk/news/magazine-23672538

^ An article from the Magazine section of the BBC's news website. This article explains some new plans for a bridge

across the Irish Sea, among others...

The audience for the above article would range in terms of gender and age would specifically be suited to and read

 by those who have a particular interest in infrastructure and architecture in both the UK and Ireland. A typical age for 

a reader of such article would be the more mature adult however it would  entirely depend upon the interest of the 

person. It also appears that the article itself Has also been written by someone with a keen interest in infrastructure 

at it seemed very biased towards the positives of these new plans and throughout appears to suggest that the new

 plans should be brought into place and that they are all very good ideas for the future. 

People who use of this article is to inform readers are upcoming plans to offer an opinion on them As this article is 

not news based offering both sides of the story like the BBC's other main news mediums it is simply there to inform 

about the positives of new plans that could come into play. As this article is also there to inform it appears there are 

a wide range of facts throughout the article. Allowing the reader to understand the full extent of the new plans. 

Images have been used after each plan has been explained to help the reader to see how the plans could look in 

the near future if everything went ahead. The use of the images after the text is a good way of summing everything 

up that had previously been mentioned on the paragraph above. 

The distinct use of facts throughout act as a persuasive technique as they persuade you that this is a good idea 

and that the plans are well thought through. The repetitive use of short sentences also concisely arranges all facts 

together. 

The producer of this text, clearly being someone who is interested in infrastructure himself, means that this offers 

a positive view on the upcoming plans and the good reasons for them. 

Example 2

The image above is an advertising poster for the upcoming movie 'Monsters University'. 

The general audience for the film is young children due to the array of colours used on the poster and of course the nature of the film. It is also a film for all the family and therefore it's appeal is also adults and they would be taking their children to see the film. Some humorous features like the main title "school never looked this scary" is something that younger children simply may not understand. The film and its poster also appeals to teenagers as they would have been young at the time of watching the previous instalment in the 'monsters' franchise and hopes that an opportunity for nostalgia will entice teenage viewers. The lack of text on the poster is also very clear however this simplicity means that it's easy to read for younger people but also is easy to understand when passing it in the street etc. 

The purposes of the poster are to inform people about the films existence and also to advertise the film. The poster may also be used persuasively as the bright colours may lead to some wanting be be part of the 'Monsters University' experience. 

The layout is simple yet effective with the main tag line of the film being in large, bold font at the very top of the poster therefore being the first thing that you look at. The use of the large image as the background of the poster takes up the whole of the poster space so you can therefore connect with familiar characters and without any text reading taking place, already make yourself aware of the film and many will be familiar with such characters. 

The short yet thought provoking sentence "School never looked this scary" is effective in the way that due to its lacking length it sticks in your mind and therefore is easily remembered. The slightly humorous nature to the short sentence also contributes towards it sticking in your mind. 

Example 1

 

The above text enthusiastically persuades the visitor to the website about why they should choose this ride. The short and sharp text creates an image in the mind of the reader as to what they can expect from such a ride. The use of the line 'big bang and an even bigger splash' not only appeal to a younger audience with the thrill of the ride but the subtle 'riskiness' of the ride will also appeal to adults.