Language and Mode of Address

Learning Objective:

You will identify ways that media conveys messages through

Language and Mode of address

Key words: 

Formal, direct, colloquial, hyperbole, imperative, projected mood, polysemic.

Modes of Address

It is important, when you are analysing a media text to consider how it 'speaks' to its audience.

This means looking at the language used and the style of presentation to find clues as to what the genre and purpose of the text.
This may mean the written language of print based texts or the spoken word in moving image texts.
Language and the way it is used conveys meaning.
when you are analysing language and mode of address, consider the following.

Task 1: Write the following modes of address and their projected moods in your orange books.

Formal mode of address.
Used by media texts for example the news media.
The language is complex and the expression serious.
Some texts such as quality newspapers will adopt a formal style with a more complex vocabulary and writing style. This suggests that the target audience are more serious, sophisticated and want more detailed information.
News readers combine a formal mode of address with a serious code of expression. This encourages the audience to trust them and believe what they have to say.

Informal mode of address.
Some texts adopt an informal register.
This is where the text adopts a chattier, colloquial (slang) style so the audience feels more involved.
These texts try to make the audience feel as though they are being addressed more directly in their own 'language'. The audience are encouraged to feel as though they are part of the seemingly exclusive world of the magazine.

Direct mode of address.
This is where the subject of the text communicates directly with the audience. TV presenters like Bruce Forsyth and Tess Daley on Strictly come Dancing.The effect is to make the audience feel involved with the programme, as if they were talking to us directly in our homes. News anchors engage in direct mode of address as they are dealing with serious matters.
The models and celebrities on the front covers of magazines often look directly out to the audience, engaging seemingly in direct eye contact with the reader. They draw the audience into the magazine persuading us to purchase the text.

Indirect mode of address.
Where there is no direct contact with the audience. The subject may speak indirectly through an interviewer.
Characters in TV dramas do not usually speak direct to the audience.
In many media texts, the audience do not expect a direct mode of address.

______________________________________________________

Language

For all media texts, the words used within them have been carefully selected to send the right messages to the audience in question, these include; lexis, hyperbole, the imperative, ellipsis, colloquialisms and direct quotations.

Lexis:

This term refers to the specific words that are used. This might pertain to the genre of the text and be recognisable to the target audience.
Some texts employ subject specific lexis, for example the front cover of gaming magazines may include lexis that is specific to the world of gaming.
TV programmes like hospital dramas will create a sense of realism by employing a specific vocabulary which is linked to the world of the hospital story. Audiences then become familiar with the vocabulary used for particular medical procedures.
The effect of this is that the audience who understand the terminology will feel part of the text's community and those who don't will feel alienated.
Subject specific lexis will help to attract the right audience.
The language on this Playstation Magazine may only be understood by and be relevant to the specific target audience, in this case gamers.

Hyperbole:

This is over exaggerated language used to create a dramatic effect or to be persuasive. For example, in advertisements hyperbole is used to make whatever they are selling appear new and exciting.

Direct quotations: 

These make the story in the text more believable for the audience. They anchor points and suggest realism. They are used on the front cover of magazines in cover lines for real life stories.

Slang or colloquial language:

The use of slang and colloquialismsin, for example, teenage magazines creates an informal relationship between the text and the reader.
Conversational language which uses different words from those in written language. OMG!!!

The imperative:
Magazines employ the imperative to create a sense of urgency about what they are suggesting. For example losing weight or getting a six pack.

This is a statement that gives an order, usually accompanied by an exclamation mark.
This encourages the audience to take action and suggests the importance of what is being said.

Ellipsis
is used as an egma code to encourage the audience to want to take things further, buy the magazine and read on.

Expletive language
This is swearing and connotes informality.

Task 1: 

Using the grid provided, choose one of the following magazine front covers to annotate. Describe the purpose and effect of the language used and the mode of address.

Analysing Print Texts

TEXT:	Layout and Design	Visual codes	Genre	Language and Mode of Address
Examples
Purpose and Effect

Modes of address recap

Marjorie Ferguson 1980

 Identified four types of facial expression in the cover of women’s magazines:

Chocolate Box: half or full-smile, lips together or slightly parted, teeth barely visible, full or three-quarter face to camera. Projected mood: blandly pleasing, warm bath warmth, where uniformity of features in their smooth perfection is devoid of uniqueness or of individuality.

Invitational: emphasis on the eyes, mouth shut or with only a hint of a smile, head to one side or looking back to camera. Projected mood: suggestive of mischief or mystery, the hint of contact potential rather than sexual promise, the cover equivalent of advertising’s soft sell.

Super-smiler: full face, wide open toothy smile, head thrust forward or chin thrown back, hair often wind-blown. Projected mood: aggressive, ‘look-at-me’ demanding, the hard sell, ‘big come-on’ approach.

Romantic or Sexual: a fourth and more general classification devised to include male and female ‘two-somes’; or the dreamy, heavy-lidded, unsmiling big-heads, or the overtly sensual or sexual. Projected moods: possible ‘available’ and definitely ‘available’.

Task 3: 

List the modes of address and language used in three of these covers.

Mag_1

Mag_2

Mag_3

Mag_4

Mag_5

Mag_6

Mag_7

Mag_8

Further reading;

Trevor Millum

In a study of advertisements in women’s magazines, Trevor Millum offers these categories of female expressions:

• Soft/introverted: eyes often shut or half-closed, the mouth slightly open/pouting, rarely smiling; an inward-looking trance-like reverie, removed from earthly things.
• Cool/level: indifferent, self-sufficient, arrogant, slightly insolent, haughty, aloof, confident, reserved; wide eyes, full lips straight or slightly parted, and obtrusive hair, often blonde. The eyes usually look the reader in the eye, as perhaps the woman regards herself in the mirror.
• Seductive: similar to the cool/level look in many respects - the eyes are less wide, perhaps shaded, the expression is less reserved but still self-sufficient and confident; milder versions may include a slight smile.
• Narcissistic: similarities to the cool/level and soft/introverted looks, rather closer to the latter: a satisfied smile, closed or half-closed eyes, self-enclosed, oblivious, content - ‘activity directed inward’.
• Carefree: nymphlike, active, healthy, gay, vibrant, outdoor girl; long unrestrained outward-flowing hair, more outward-going than the above, often smiling or grinning.
• Kittenlike: coy, naïve (perhaps in a deliberate, studied way), a friendlier and more girlish version of the cool/level look, sometimes almost twee.
• Maternal: motherly, matronly, mature, wise, experienced and kind, carrying a sort of authority; shorter hair, slight smile and gentle eyes - mouth may sometimes be stern, but eyes twinkle.
• Practical: concentrating, engaged on the business in hand, mouth closed, eyes object-directed, sometimes a slight frown; hair often short or tied back.

• Comic: deliberately ridiculous, exaggerated, acting the fool, pulling faces for the benefit of a real or imaginary audience, sometimes close to a sort of archness.