Semiotic Layers + Text Analysis Framework Flashcards
PACC Semiotic Layers Persuasive techniques
Purpose
Purpose of text
Taking into account the relationship between the audience and text producer
Is there a particular context that might influence the purpose?
Audience
Who?
General or specific?
Does the text assume something about the audience?
Context
In what situation is this text presented in?
What issue does the text relate to?
Cultural
Relating to a specific culture and an element of that culture might help us understand the message of the text, or why the text was designed or communicated that way.
Visual
Who or what is represented?
What circumstances (background details) are depicted?
What action / event / state / behaviour is being depicted?
What are the qualities / characteristics of the people or objects depicted? (e.g., physical appearance)
How is colour used to convey mood and tone?
Gestural
Is the gaze at the viewer direct or indirect?
How would you describe the facial expression and body language of the people?
What attitudes and emotions are communicated by the facial expression and body language?
Spatial
How does the layout guide the reader’s reading path (e.g., top to bottom / left to right)?
How are the various elements in the text positioned?
How is salience (what is more prominent or less prominent) indicated by size, colour, sharpness?
How is the social distance between the viewer and the visual established? (e.g., closeup, medium, long shot)
How is angle used to convey power dynamics?
Linguistic
Which words and sentences stand out?
How is language used for effect? (e.g., word choice, sentence patterns, use of literary devices)
What is the connotative meaning of the words used?
Audio
How would you describe the music and sound effects (e.g., rhythm, pitch, volume, pace)
What kind of mood (overall feeling and atmosphere) is created?
What kind of tone (producer’s attitude towards the subject matter) is created?
Logos
Are there any statistics, or data used?
Is there a direct attempt to use logical reasoning to convince?
Ethos
Is there an attempt to use the credibility of any person / group of persons that would be relevant to the topic or issue at hand?
Is there use of expert / scientific opinions, or famous personalities, or to establish relevance to the audience group?
Pathos
Is there an attempt to engage the audience’s emotions and feelings to convince?
