According to Maienborn et al., (2014), modality devices reflect the attitude of the speaker or writer towards whatever he is describing. Modality determines the attitude that will be received by the audience. Hedges, on the other hand, is an essential part in softening the message passed across. The writer of the content uses both modality devices and hedges to convey information politely. In the title, the word “may” and “can” are modality devices. They show a positive attitude of the author, who also uses hedges like “appears to reduce” “appears to lower” and “does not appear to” to convey the message softly. These semantic tools are essential when politely delivering a message.
The nature of scientific advice is that they are polite in negotiating their agenda (Allan, 2011). When giving advice, you provide information, and the person has a choice to make. When it comes to scientific writings, they give factual information. Specifically, the scientific advice provided in this context is aimed at benefiting the reader. Therefore, the author has to use a polite language to draw the attention of the reader and persuade them to accept and try implementing the advice for the good of their health. The social implications of such texts also require them to use a polite way that does not manipulate the audience
Scientific-popular pieces of advice have social, economic and legal implications.
Social implications are effects that affect the society or the community of the targeted audience. Popular scientific pieces of advice are a way of passing information to the society. Therefore, the writings have to comply with societal norms and values. The key areas of focus for such writings are deception, manipulation, offensiveness and conflicting with societal culture. The authors must not provide false information to the society. They should also not put a lot of emphasis on issues than required. False information will mislead the community and might have severe consequences. The authors should only publicize scientifically proven information. Information that they have proved to be right and which if any other investigator decides to research they will get similar findings. The information provided should not be manipulative. The society should not be manipulated to make a decision against their will or for the benefit of the writer (Mccarthy, 2016). Pieces of advice are meant to provide information that will enlighten people and allow them to decide. It should not compel them to act according to the writers’ expectations. Authors manipulate people using emotional appeals which impress people. This is a factor that the scientific advice should avoid. Instead, they should use a polite language that will allow the reader to gauge the information before deciding.
The value system of a society is a factor that the authors of popular scientific advice should consider. The language used should be according to the society’s communication ethics. It should post pieces of advice that match the ethics and culture of the target audience. Lastly, the authors should ensure that their language and content does not offend members of the society. Any informational that offends them is considered illegal and will not meet the set objectives of the text.
Scientific bits of advice should have a positive impact on the economy. For instance, they should provide a cheaper and more effective way of preventing or treating illnesses that require expensive treatment procedures or have a high economic impact such as cancer. Scientific adverts should not be expensive in a way that the expenses have a negative impact on the society. Authors should always aim to post information that will have a positive impact on the economy of the target audience.
Each country has a regulation of the content that can be publicized. Authors of scientific pieces of advice must adhere to legal requirements of disseminating information (Mccarthy, 2016). The language and content should not violate government rules and should not mislead the public.
The presented video qualifies to be a description discourse. It records a sense of impressions, is informative and uses figures of speech and other literary devices. The video appeals to feelings and emotions. The video is an advert of Qantas, the most popular airline in Australia. It aims to connect with the people and convey the information that it can enable them to travel around the world to see different places, cultures, wildlife and other diversity and still bring them back home. It helps to show that Qantas Airline is the best airline that will take the people to experience the world’s diversity in terms of culture, heritage, natural sceneries among others and still bring them back home. It helps to connect with the feeling of being in the country. It expresses how good it feels to be in Australia since it is home to both those who were born there and even the visitors. The advert, which in most times was played when Qantas airplanes were taking off and on various advertising platforms, reminds the people on board that wherever they go, they will come back to the best country and they can still call Australia home. It derives the idea that Qantas is the airline that will take people to wherever they want and still bring them back home. It is the most trusted airline and this assurance is given when passengers are taking off and on various advertising platforms like television.
This discourse is constructed and interpreted both in audio and visual form. A song plays in the background as different pictures are shown throughout the advert. The children sing beautifully and the video shows their images amidst other images. The audio part of this discourse draws the attention of the viewer. The soft voices of the children are appealing and the message conveyed is effective in achieving the objective. It also matches the content of the video. As the music talks of various cities that the singer has traveled, the video shows images of the cities. It also shows the beauty of the outside world. However, it acknowledges that Australia is the best and therefore the Airlines promises to bring back the travelers to their home. The video is constructed and interpreted in a video that shows the various aspects of Australia that makes it a good country to call home. Among the visual aspects is young children singing, natural resources, its’ culture, and heritage, the Qantas airline and kind people who embrace population diversity, from color to religion among others. The visuals help a person to connect with the experience of their interaction with different aspects of the Australian culture. After evoking those emotions, the audio part of the discourse assures the viewers that they can still call Australia. The audio and visual aspects of this discourse describe the experience of being in Australia and assures viewers and listeners that they can still call it home.
The discourse is carefully constructed in a way to balance the music and the images that are displayed. However, the images come out more strongly than the video. The advert shows various images such as those of people from different cultures, a section of Australia, Rome and New York, a religious setting. It also shows beautiful natural sceneries, wildlife and beautiful children singing. Besides, it shows an images of a woman, who seems to enjoy a certain view but still wonders if she will get back home. This implication could be because the music is played in a low pitch to allow the viewers to relate to the picture. In most instances, visual aspects of a message appeal more to an audience especially when the aim is to elicit an emotional feeling. Overall, there is a balance between the two that helps to create attention, interpret the advert and connect with the viewers’ feelings.
The question uses various connotations to enable the viewers to relate Qantas Airline brand with meanings, values, and identities. First, the words of the video state the singer has traveled to different cities like New York and Rome. This information is to show that the airline travels to various parts of the world. The video identifies with various cultures from all over the world including the African culture. This connotation gives the viewers the understanding that Qantas Airline can connect them to different cultures from all over the world and let them enjoy the diversity of the world. The images display settings of wildlife while featuring elephants which are part of the Big Five. Qantas Airline allows people to tour the world and see all the animals they have always wanted to see and more especially those that are not found in Australia. The video also features attractive natural sceneries like water falls. Through the services offered by Qantas Airline, the travelers can get to tour the world and enjoy the beautiful sceneries. The different features also show that the airline embraces clients from different cultures and religions from all over the world.
For a long time, advertisers have perceived children as the approach to creating rational and emotional appeals to different target audiences. In this particular advert, Qantas Airline used a children choir. This was an essential strategy in appealing the message to the target audience.
Kinsey (2006) argues that children are used to develop the impression of rational appeals. Most people love children. It is easy to pass a message using children since most people find them to be logical, reasoned, coherent and intelligent. The use of children is important to bring out a prudent idea of the experiences that Qantas Airlines offers its clients from traveling to different places all over the country to exposure to diverse cultures. Besides, people have a perception that children do not lie. Therefore, they are bound to believe the information provided by children since bad or good experiences in life do not influence them.
The advert targets an audience of adults, most of which have children. Parents are more likely to listen to such songs for the love of children. Most people love children and are more likely to pay attention to the information they are giving. Besides, when the advert is played in the house or television, children identify with it. There is a high possibility that they will love it since they love seeing other children singing. Therefore, they will create the attention of their parents and even want to engage them in singing and hence the message will get to the target audience. Besides, when traveling with parents, children can compel them to use the airline that has children with the thought that they might find the children in the aircraft. This is a marketing strategy that draws most customers to the airline. Most people also who connect with the advert would like to use services of Qantas airline for being the most popular airline and for the promise of bringing them back to their home.
Lastly, it was essential to use children to appeal emotionally to the target audience (Kinsey, 2006). The advert aims to create an emotional impact and children helped to achieve that. They sing beautifully, and their innocent faces create an emotional impact. Viewers of the advert are more likely to be emotional while watching the advert. The use of children also helps to convey the idea of the use of a polite way of conveying information.
This discourse is constructed using visual and audio elements. It uses children to advert in a bid to create an emotional appeal. It aims to connect with the clients and take advantage of the benefits associated with using children to advertise brands.
Text analysis entails the evaluation of the language that is used to deliver a message in a particular context. This report analyzes a scientific advice advert and an advert of Qantas Airline. The scientific ad used modality devices and hedges to deliver information in a polite way. The Qantas ad uses appealing connotations and uses children to in a video that combines both visual and audio elements. Both elements are equally balanced to bring out the message. From both adverts, we learn that use of language is vital factor to consider when delivering a message.
Allan, K. (2011). Natural Language Semantics. Willey.
Kinsey, J. (2006). The Use of Children in Advertising and the Impact of Advertising Aimed at Children. International Journal of Advertising, 6(2), pp.169-175.
Maienborn, C., Heusinger, K. and Portner, P. (2014). Semantics.
Mccarthy, M. (2016). Language as discourse. Taylor & Francis.