The Language of Advertising

The text of the advertisement below appeared in the Radio Times.

Have you?
The value of experience
Well have you? You know, been there, done that

Anyone who tells you the world’s getting smaller hasn’t driven a Suzuki lately. For over 30 years, Suzuki 4 X 4s have been expanding drivers’ horizons, taking them as far as their imagination leads them. And sometimes beyond. For real adventures, you need a real 4 X 4.
Underneath that smoothly-contoured body shell, the Grand Vitara is pure, uncompromising, off-road engineering with a ladder-frame chassis that’s strong enough and durable enough to take on the toughest of terrains. Long-travel suspension and high ground clearance let you ride easily over rocks, ruts and river-beds. The Drive Select 4 X 4 system, giving you all the traction and control you need – with an effortless switch to 2WD when you get back on the tarmac. You can choose from 2.0 litre petrol and Turbo Diesel engines or a gutsy 2.5 V6. Whatever Mother Nature’s throwing at you outside, inside it’s all comfort, space and relaxation. And wherever life takes you, the Grand Vitara offers unparalleled safety, comfort and driver satisfaction, all at a price that’s a world away from other 4 X 4s. If you expect a lot from your car, we expect your call on 01892-707007.


How do we set about analysing an advertisement? Firstly we need to understand that this is persuasive writing. The author is trying to persuade us to buy something; in this case a car. Advertisers typically like to create needs in us; make us feel that our lives are incomplete unless we buy what they are selling. Very often it's a need we never knew we had.
Look at the heading and the questions. What need is the advertisement creating? Why are there so many questions? Why does the advertisement address the reader directly using you? Why does the author use value and experience? What is the purpose of been there, done that? What tone does all of this create?
In the main body contrast smaller with expanding, as far as, horizons, beyond., What has allowed people to lead a less restricted lifestyle? What is the only thing stopping you achieving this less restricted lifestyle? What's the importance of 30 years? Why is real repeated and what does it contrast with? What, therefore, will buying a Suzuki do for you? What does buying a Suzuki promise you?
Is there a non-sentence in the first paragraph? What is its effect?
In the next paragraph look at the compound modifiers smoothly-contoured, off-road, ladder-frame, long-travel. What do they mean? What are the words that they modify? What do those words mean? If you don't know, it's all jargon (find the meaning of this word). If you do know it's terminology (find its meaning). In either case, what is the effect of these phrases? Do they sound technical and impressive? What then is a drive select 4 X 4 system?
Can you spot a nice piece of alliteration? What effect does that have?
Do we have choice? How? Is the driver in complete control? How?
Find other words in the same lexical field as easily. What effect do they have?
Do the same for pure.
What effect does world away have? Does it echo another part of the advertisement?
Comment on the structure of the final sentence.
Did you find the word need anywhere? It would be very surprising not to find it somewhere.
Contrast the world outside the Suzuki with the one inside it.
Does the writer use contractions? What is their effect?
Can we say anything about sentence length?
Advertisers often hit us with a hard-sell, after all they are spending good money trying to get us to spend ours. Is there a hard-sell anywhere here? If so, how is it achieved?
Think about the audience in terms of age, gender, social status, professional status, income, aspirations and lifestyle. Now, when you are stuck in a huge traffic jam on your way to your boring dead-end job, where are you in your mind? Do you think that owning a Suzuki gives you freedom and choice and control over your life?

Advice for Writers

1. Verbs has to agree with their subjects.
2. Prepositions are not words to end sentences with.
3. And don't start a sentence with a conjunction.
4. It is wrong to ever split an infinitive.
5. Avoid clichés like the plague. (They're old hat.)
6. Also, always avoid annoying assonance
7. Be more or less specific.
8. Parenthetical remarks (however relevant) are (usually) unnecessary.
9. Also too, never, ever use repetitive redundancies.
10. No sentence fragments.
11. Contractions aren't necessary and shouldn't be used.
12. Foreign words and phrases are neither apropos nor de rigueur.
13. Do not be redundant; do not use more words than necessary; it's highly superfluous.
14. One should NEVER generalize.
15. Comparisons are as bad as clichés.
16. Don't use no double negatives.
17. Avoid ampersands & abbreviations, etc.
18. One-word sentences? Eliminate.
19. Analogies in writing are like feathers on a snake.
20. The passive voice is to be ignored.
21. Eliminate commas, that are, not necessary. Parenthetical words however should be enclosed in commas.
22. Never use a big word when a diminutive one would suffice.
23. DO NOT use exclamation points and all caps to emphasize!!!
24. Understatement is always the absolute best way to put forth earth shaking ideas.
25. Use the apostrophe in it's proper place and omit it when its not needed.
26. Eliminate quotations. As Ralph Waldo Emerson said, "I hate quotations. Tell me what you know."
27. If you've heard it once, you've heard it a thousand times: Resist hyperbole; not one writer in a million can use it correctly.
28. Puns are for children, not groan readers.
29. Who needs rhetorical questions?
30. Exaggeration is a billion times worse than understatement.
31. The passive voice should never be used.
32. A writer must not shift your point of view.
33. Place pronouns as close as possible, especially in long sentences of 10 or more words, to their antecedents.
34. If any word is improper at the end of a sentence, a linking verb is.
35. Take the bull by the hand and avoid mixing metaphors.
36. Be careful to use the rite homonym.
37. Take care to spel werds corectly
38. And Finally...Proofread carefully to see if you any words out.

L6th EAS Assessment 1. May 2007

Commentary on the text taken from George Orwell’s “The Road to Wigan Pier”

This text from George Orwell’s “The Road to Wigan Pier” is in the genre of a report or a social commentary/critique. His purpose is to bring to light or expose the conditions suffered by the working people in the North of England. The audience is likely to be the general public, but more specifically the government. Its tone therefore is critical, descriptive and provocative.

The first paragraph characterizes the South, East and Midlands of England as comfortably bland and uniform, through the use of such lexical items as “accustomed to”, “not much difference”, “not unlike” and “indistinguishable”. He then provides a stark contrast to this with his description of the towns of the North. The repetition of words such as “ugliness” and the use of adjectives like “frightful” and “arresting” heightens the terrible contrast between these comfortable pleasant towns of the rest of England, and those of the North.

The second paragraph consists of a description of Wigan. He uses a myriad of adjectives to describe the terrible scene he witnesses, such as “hideous, planless, functionless, frightful, evil.” All of these combine to create an image of a horrific environment. In the first line he uses the contradictory term “at best” along with the word "hideous" to show that the word is not enough to describe the scene of the slag-heap. That is indeed the best thing which can be said about it.
The simile “like the emptying of a giant’s dustbin” gives us an image of the huge size of the slag-heap. Adjectives such as “jagged” convey a harsh, sharp image of the scene. He then creates an image of hell with the use of the alliterative metaphor “red rivulets of fire, winding this way and that.” The never-ending nature of this horror is emphasized through the description of the “blue flames of sulphur, which always seem on the point of expiring and always spring out again.” There is no relief, no respite from the misery. These slag-heaps will also still be visible “centuries hence”. In the phrase “evil brown grass” he uses personification to show that even natural elements such as grass have this horrible characteristic. The fact that slag-heaps are used as playgrounds seems incongruous, almost ironic. These slag-heaps are compared with the use of a simile to the sharp peaks of “a choppy sea, suddenly frozen” or a metaphor with his depiction of an uncomfortable lumpy “flock mattress”.

In the third paragraph he recalls one particular winter afternoon in Wigan. he uses the alliterative metaphor “lunar landscape” to give the image of a barren, almost alien environment. There is no vegetation, just “cinders” and “frozen mud”. This environment is “criss-crossed by the imprint of innumerable clogs“ the alliteration generating the image of many people suffering under these harsh conditions. The “flashes – pools of stagnant water” intensify the image of this horrific place, as they were covered with “ice, the colour of raw umber”. You might, under normal conditions expect ice to clear or white, but not in this environment. There is an example of personification where the “lock gates wore beards of ice” emphasizing the image of this cold, barren land, from which “vegetation had been banished.”

However, all of this pales in comparison to Sheffield, as evidenced by the use of the intensifier “even”. It is “the ugliest town in the Old World”, with very few decent buildings, even compared to the average East Anglian village of only 500 inhabitants. Ironically, the inhabitants seem to be almost proud of this accolade. The exclamation mark after “…stench!” intensifies the already strong meaning of the word. There is some irony in the fact that even when the sulphur smell is not present, you smell gas. There is no respite, no relief from the unrelenting misery. “The shallow river…is usually bright yellow” and one might normally expect something yellow to be bright, primary and natural, however here, the yellow comes from “some chemical or other”. Throughout the text, Orwell uses colour imagery, “grey mountains…red rivulets…blue flames…brown grass…raw umber…bright yellow…dark red…blackened…blackish… red and yellow brick…rosy…redlit boys” to heighten the vivid effect of his imagery. Even the primary colours are indicative of something horrible.
The description of the thirty-three chimneys is heightened by the fact that it was only the smoke which hindered his view of many more. Further use of lexis such as “frightful…squalor…littered…gaunt” further increase the impression of impoverishment. His ironic use of the word “vista” to describe the ugly panorama is intensified by the repetition of “chimneys, chimney beyond chimney”.
The last paragraph gives us an image of Sheffield at night, a hideous place where there is nothing but “blackness” and the oxymoronic “sinister magnificence.“ The “serrated flames, like circular saws” reprises the “jagged” image from the description of Wigan. Orwell personifies the smoke and flames which “squeeze themselves”, as if they were alive. The vision of hell is once again highlighted with “fiery serpents” and “redlit boys”, and further intensified with the onomatopoeic “whiz, thump…scream.”
Orwell, through his cumulative use of imagery created by a variety of lexis, paints a picture of unmitigated horror. It is clear that his writing was intended to have a very strong effect on his audience.

George Orwell

If you are interested in reading more about this writer, here is a brief (well, actually, it's quite long!!) biography. I will post a model commentary for the assessment text as soon as everyone has completed it, in a day or two.

AK



George Orwell


George Orwell is the pen name of Eric Arthur Blair (25 June 1903[1][2] – 21 January 1950) who was an English writer and journalist well-noted as a novelist, critic, and commentator on politics and culture.
George Orwell is one of the most admired English-language essayists of the twentieth century, and most famous for two novels critical of totalitarianism in general (Nineteen Eighty-Four), and Stalinism in particular (Animal Farm), which he wrote and published towards the end of his life.
Early life
Eric Arthur Blair was born on 25 June 1903 to British parents[3] in Motihari, Bengal Presidency, British India. His father, Richard Walmesley Blair, worked in the Opium Department of the Civil Service. His mother, Ida Mabel Blair (née Limouzin), took him to England when he was one year old. He did not see his father again until 1907, during Richard's three-month visit to England. Eric had two sisters; Marjorie, the elder, and Avril, the younger. He later described his family as "lower-upper-middle class".[4]

Education
At six, Eric attended the Anglican parish school in Henley-on-Thames, where he impressed the teachers. Blair's mother wanted him to have a good public school education, but the family finances were against this unless he could obtain a scholarship. Her brother Charles Limouzin, who lived on the South Coast, recommended St Cyprian's School, Eastbourne, Sussex. The headmaster undertook to help Blair to win a scholarship, and made a private financial arrangement which allowed Blair's parents to pay only half the normal fees. At the school, Blair formed a life-long friendship with Cyril Connolly (future editor of Horizon magazine, who later published many of his essays). Years later, Blair mordantly recalled the school in the essay "Such, Such Were the Joys". However, while there he wrote two poems that were published in his local newspaper, came second to Connolly in the Harrow History Prize, had his work praised by the school's external examiner, and earned scholarships to Wellington and Eton.
After a term at Wellington College, Blair transferred to Eton College, where he was a King's Scholar (1917–1921), and Aldous Huxley was his French tutor. Later, Blair wrote of having been relatively happy at Eton, because it allowed students much independence. His academic performance reports indicate that he ceased serious work there, and various explanations have been offered for this. His parents could not afford to send him to Oxbridge without another scholarship, and they concluded from the poor results that he would not be able to obtain one.

Burma and the early novels
On finishing school at Eton, the family could not finance university; his father thought his scholarship prospects poor, so, in 1922, Eric Arthur Blair joined the Indian Imperial Police, serving at Katha and Moulmein in Burma. His imperial policeman's life led him to hate imperialism; on leave in England, he resigned from the Indian Imperial Police in 1927, to become a writer.
The Burma police experience yielded the novel Burmese Days (1934) and the essays "A Hanging" (1931) and "Shooting an Elephant" (1936). In England, he wrote to family acquaintance, Ruth Pitter and she and a friend found him rooms in Portobello Road (today, a blue plaque commemorates his residence there), where he began writing. From there, he sallied to the Limehouse Causeway (following Jack London's footsteps) spending his first night in a common lodging house, probably George Levy's 'kip'. For a while he "went native" (in his own country), dressing like a tramp, making no concessions to middle class mores and expectations, and recorded his experiences of the low life in "The Spike", his first published essay, and the latter half of his first book, Down and Out in Paris and London (1933).
He moved to Paris in spring of 1928, where his Aunt Nellie lived (and later died), hoping to earn a freelance writer's living; failure reduced him to menial jobs such as dishwasher in the fashionable Hotel X, on the rue de Rivoli in 1929, all told in Down and Out in Paris and London. The record does not indicate if he had the book in mind as the terminus of those low life experiences.
In later 1929, he returned to England, to his parents' house in Southwold, Suffolk, ill and penniless, where he wrote Burmese Days, and also frequently foraying to tramping in researching a book on the life of society's poorest people. Meanwhile, he regularly contributed to John Middleton Murry's New Adelphi magazine.
He completed Down and Out in Paris and London in 1932; it was published early the next year, while he taught at Frays College, near Hayes, Middlesex. He took the job to escape dire poverty; during this period, he obtained the literary agent services of Leonard Moore. Just before publication of Down and Out in Paris and London, Eric Arthur Blair adopted the nom de plume George Orwell. In a letter to Moore (dated 15 November) he left the choice of pseudonym to him and to publisher Victor Gollancz. Four days later, he wrote to Moore, suggesting these pseudonyms: P. S. Burton (a tramping name), Kenneth Miles, George Orwell, and H. Lewis Allways.[5]
As a writer, George Orwell drew upon his life as a teacher and on life in Southwold for the novel A Clergyman's Daughter (1935), written in 1934 at his parents' house after sickness and parental urging forced his foregoing the teaching life. From late 1934 to early 1936 he was a part-time assistant in the Booklover's Corner, a second-hand bookshop in Hampstead. Having led a lonely, solitary existence, he wanted to enjoy the company of young writers; Hampstead was an intellectual's town with many houses offering cheap bedsit rooms. Those experiences germinated into the novel Keep the Aspidistra Flying (1936).

The Road to Wigan Pier
In early 1936, Victor Gollancz, of the Left Book Club, commissioned George Orwell to write an account of working class poverty in economically depressed northern England. His account, The Road to Wigan Pier was published in 1937. Orwell did his leg-and-homework as a social reporter: he gained entry to many houses in Wigan to see how people lived; took systematic notes of housing conditions and wages earned; and spent days in the local public library consulting public health records and reports on mine working conditions.
The first half of The Road to Wigan Pier documents his social investigations of Lancashire and Yorkshire. It begins with an evocative description of working life in the coal mines. The second half is a long essay of his upbringing, and the development of his political conscience, including a denunciation of the Left's irresponsible elements. Publisher Gollancz feared the second half would offend Left Book Club readers; he inserted a mollifying preface to the book while Orwell was in Spain.
Soon after researching the The Road to Wigan Pier, George Orwell married Eileen O'Shaughnessy.

The Spanish Civil War, and Catalonia
In December 1936, Orwell went to Spain as a fighter for the Republican side in the Spanish Civil War that was provoked by Francisco Franco's Fascist uprising. In conversation with Philip Mairet, editor of New English Weekly, Orwell said: 'This fascism . . . somebody's got to stop it'. [6] To Orwell, liberty and democracy went together, guaranteeing, among other things, the freedom of the artist; the present capitalist civilization was corrupt, but fascism would be morally calamitous.
John McNair (1887–1968), quotes him: 'He then said that this [writing a book] was quite secondary, and [that] his main reason for coming was to fight against Fascism'. Orwell went alone; his wife, Eileen, joined him later. He joined the Independent Labour Party contingent, which consisted of some twenty-five Britons who had joined the militia of the Workers' Party of Marxist Unification (POUM - Partido Obrero de Unificación Marxista), a revolutionary communist party. The POUM, and the radical wing of the anarcho-syndicalist CNT (Catalonia's dominant left-wing force), believed General Franco could be defeated only if the Republic's working class overthrew capitalism — a position at fundamental odds with the Spanish Communist Party, and its allies, which (backed by Soviet arms and aid) argued for a coalition with the bourgeois parties to defeat the fascist Nationalists. After July 1936 there was profound social revolution in Catalonia, Aragón, and wherever the CNT was strong, an egalitarian spirit sympathetically described in Homage to Catalonia.
Fortuitously, Orwell joined the POUM, rather than the Communist International Brigades, but his experiences — especially his and Eileen's narrow escaping a June 1937 Communist purge in Barcelona — much increased his sympathies for the POUM, making him a life-long anti-Stalinist and firm believer in what he termed Democratic Socialism, socialism with free debate and free elections.
In combat, Orwell was shot through the neck and nearly killed. At first, he feared his voice would be reduced to a permanent, painful whisper; this was not to be so, though the injury affected his voice, giving it "a strange, compelling quietness". [7] He wrote in Homage to Catalonia that people frequently told him he was lucky to survive, but that he personally thought "it would be even luckier not to be hit at all".
George and Eileen Orwell then lived in Morocco for half a year so he could recover from his wound. In that time, he wrote Coming Up for Air, his last novel before World War II. It is the most English of his novels; alarums of war mingle with images of idyllic Thames-side Edwardian childhood of protagonist George Bowling. The novel is pessimistic; industrialism and capitalism have killed the best of Old England, and there were great, new external threats. In homely terms, Bowling posits the totalitarian hypotheses of Borkenau, Orwell, Silone and Koestler: "Old Hitler's something different. So's Joe Stalin. They aren't like these chaps in the old days who crucified people and chopped their heads off and so forth, just for the fun of it . . . They're something quite new — something that's never been heard of before".

World War II and Animal Farm
After the Spanish ordeal, and writing about it, Orwell's formation ended; his finest writing, best essays, and great fame lay ahead. In 1940, Orwell closed his Wallington house, and he and Eileen moved to No. 18 Dorset Chambers, Chagford Street, in the genteel Marylebone neighbourhood near Regent's Park, central London, Orwell supporting himself as a freelance reviewer for the New English Weekly (mainly), Time and Tide, and the New Statesman. Soon after the war began, he joined the Home Guard (and was awarded the "British Campaign Medals/Defence Medal") attending Tom Wintringham's home guard school and championing Wintringham's socialist vision for the Home Guard.
In 1941, Orwell worked for BBC's Eastern Service, supervising Indian broadcasts meant to stimulate India's war participation against the approaching Japanese army. About being a propagandist, he wrote of feeling like "an orange that's been trodden on by a very dirty boot". Still, he devoted much effort to the opportunity of working closely with the likes of T. S. Eliot, E. M. Forster, Mulk Raj Anand, and William Empson; the war-time Ministry of Information, at Senate House, University of London, inspired the Ministry of Truth in the novel Nineteen Eighty-Four.
Orwell's BBC resignation followed a report confirming his fears about the broadcasts: few Indians listened. He wanted to become a war correspondent, and was impatient to begin working on Animal Farm. Despite the good salary, he resigned from BBC in September 1943, and in November became literary editor of the left-wing weekly magazine Tribune, then edited by Aneurin Bevan and Jon Kimche (Kimche had been Box to Orwell's Cox when they were half-time assistants at the Booklover's Corner book shop in Hampstead, 1934–35). Orwell was on staff until early 1945, writing the regular column "As I Please". Anthony Powell and Malcolm Muggeridge had returned from overseas to finish the war in London; the three regularly lunched together at either the Bodega, off the Strand, or the Bourgogne, in Soho, sometimes joined by Julian Symons (then seemingly true disciple to Orwell) and David Astor, editor-owner of The Observer.
In 1944, Orwell finished the anti-Stalinist allegory Animal Farm published (Britain, 17 August 1945, U.S., 26 August 1946) to critical and popular success. Harcourt Brace Editor Frank Morley went to Britain soon after the war to learn what currently interested readers, clerking a week or so at the Cambridge book shop Bowes and Bowes. The first day, customers continually requested a sold-out book — the second impression of Animal Farm; on reading the shop's remaining copy, he went to London and bought the American publishing rights; the royalties were George Orwell's first, proper, adult income.
With Animal Farm at the printer's, with war's end in view, Orwell's desire to be in the thick of the action quickened. David Astor asked him to be the Observer war correspondent reporting the liberation of France and the early occupation of Germany; Orwell quit Tribune.
He and Astor were close; Astor is believed to be the model for the rich publisher in Keep the Aspidistra Flying; Orwell strongly influenced Astor's editorial policies. Astor died in 2001 and is buried in the grave beside Orwell's. Orwell never revealed his pen name, keeping his identity secret and thinking his work did not need a revealed author.

Nineteen Eighty-Four and final years
Orwell and his wife adopted a baby boy, Richard Horatio Blair, born in May 1944. Orwell was taken ill again in Cologne in spring 1945. While he was sick there, his wife died in Newcastle during an operation to remove a tumour. She had not told him about this operation due to concerns about the cost and the fact that she thought she would make a speedy recovery.
For the next four years Orwell mixed journalistic work — mainly for the Tribune, the Observer and the Manchester Evening News, though he also contributed to many small-circulation political and literary magazines — with writing his best-known work, Nineteen Eighty-Four, which was published in 1949. Originally, Orwell was undecided between titling the book The Last Man in Europe and Nineteen Eighty-Four but his publisher, Fredric Warburg, helped him choose. The title was not the year Orwell had initially intended. He first set his story in 1980, but, as the time taken to write the book dragged on (partly because of his illness), that was changed to 1982 and, later, to 1984.[8]
He wrote much of the novel while living at Barnhill,[9] a remote farmhouse on the island of Jura which lies in the Gulf stream off the west coast of Scotland. It was an abandoned farmhouse with outbuildings near to the northern end of the island, situated at the end of a five-mile (8 km), heavily rutted track from Ardlussa, where the laird, or landowner, Margaret Fletcher lived, and where the paved road, the only one on the island, came to an end.
In 1948, he co-edited a collection entitled British Pamphleteers with Reginald Reynolds.
In 1949, Orwell was approached by a friend, Celia Kirwan, who had just started working for a Foreign Office unit, the Information Research Department, which the Labour government had set up to publish anti-communist propaganda. He gave her a list of 37 writers and artists he considered to be unsuitable as IRD authors because of their pro-communist leanings. The list, not published until 2003, consists mainly of journalists (among them the editor of the New Statesman, Kingsley Martin) but also includes the actors Michael Redgrave and Charlie Chaplin. Orwell's motives for handing over the list are unclear, but the most likely explanation is the simplest: that he was helping a friend in a cause — anti-Stalinism — that they both supported. There is no indication that Orwell abandoned the democratic socialism that he consistently promoted in his later writings — or that he believed the writers he named should be suppressed. Orwell's list was also accurate: the people on it had all made pro-Soviet or pro-communist public pronouncements. In fact, one of the people on the list, Peter Smollett, the head of the Soviet section in the Ministry of Information, was later (after the opening of KGB archives) proven to be a Soviet agent, recruited by Kim Philby, and "almost certainly the person on whose advice the publisher Jonathan Cape turned down Animal Farm as an unhealthily anti-Soviet text", although Orwell was unaware of this.[10]
In October 1949, shortly before his death, he married Sonia Brownell. [11]

Death
Orwell died in London from tuberculosis, at the age of 46. [12] He was in and out of hospitals for the last three years of his life. Having requested burial in accordance with the Anglican rite, he was interred in All Saints' Churchyard, Sutton Courtenay, Oxfordshire with the simple epitaph: "Here lies Eric Arthur Blair, born June 25, 1903, died January 21, 1950"; no mention is made on the gravestone of his more famous pen-name. He had wanted to be buried in the graveyard of the closest church to wherever he happened to die, but the graveyards in central London had no space. Fearing that he might have to be cremated, against his wishes, his widow appealed to his friends to see if any of them knew of a church with space in its graveyard. Orwell's friend David Astor lived in Sutton Courtenay and negotiated with the vicar for Orwell to be buried there, although he had no connection with the village.
Orwell's son, Richard Blair, was raised by an aunt after his father's death. He maintains a low public profile, though he has occasionally given interviews about the few memories he has of his father. Blair worked for many years as an agricultural agent for the British government.