Paper 1

This paper 1 essay will focus on two different texts that are grounded on a similar basis. The first text is a very visual ad published in 1922 hence centers itself through a colonial lens. It is trying to sell their audience an ideal and tropical holiday. Unlike the first text, the second text draws away from pictorial elements and is rather portrayed through a news article published in the business section of the Miami Herald in 2007. These two different text types already portray major differences as the news article develops a more serious tone than the pictorial and encouraging ad. This is also seen through the paramount importance of the time period of each text which creates a heavy influence on the interpretations and situations during these times, consequently leading to a post-colonial and colonial viewpoint from the different texts. This paper/essay will concentrate on comparing and contrasting both these texts through the elements they portray, specifically the audience which is not only the same but it also grounds the underlying foundation of both these texts which then develop the content, tone and mood and style in which each portray their piece according to their audience and what message they’re trying to bring across to them. Both texts have the same audience but contrasting purposes in order to persuade their point of view to their audience.

When establishing the audience, both texts target a similar audience in a sense that is more upper class people who obtain power within society and are hence able to prevent or make a change, in the case of the second text or being able to purchase a summer vacation in terms of the first text. The advertisement aims wealthy and social elite as it also says “Only First Class Passengers Carried.” The second text targeted towards American and European retirees coming to the Caribbean islands yet because it is an article at a local newspaper in the business section, one can determine that it also targets the general readers who are interested in business in order to inform them about the issue.
Yet the purpose of the texts differ greatly especially when identifying the fact that both texts have almost over 90 years apart hence setting a colonial and post-colonial perspective as well as that both the text are of different types which usually means they have different purposes towards their audience. The first text focuses on persuading and to advertise the Fleet Ship and trips to people of higher class and thereby marginalizes the middle and lower classes. Consequently, the second text tries to persuade the readers in order to reveal the plights of the islanders and evoke a sense of sympathy for the seeming colonialism that is occurring in that particular region.

The first text is a very straightforward advertisement named “The Great White Fleet” which was originally a battle fleet hence by using the name it sells to the audience and makes the fleet sound reputable and also includes some sort of nationalism and as well as relating to using this name of the Great White Fleet as creates an ethos in terms of persuading them through using a credible and historical source. The advert then goes on to discuss the summer and cool weather and mainly includes visual to express their message. In contrast with the first text, the second text is an article that focuses on the particular case of a man named Jiménez who has lost his home. The main message of what they’re trying to get across with the whole idea of squatters vs. developers and their stance on swaying the audience towards a more liberal viewpoint. Also title referring to squatters take on developers already sets the theme of a competition between the two groups of people, one pitted against the other.

The tone and mood of both texts differ greatly due to their purposes and content of each other. For the first text, one sees how they’re clearly speaking to their specific target audience which in this case is the higher class making it very accessible for them unlike for the middle or lower class which sets an exclusive tone. It sets a happy and enthusiastic mood in order to encourage their audience to go on these summer trips.  When naming countries such “Jamaica” and “Panama”, a very foreign and “touristy” tone is used making them want to explore and see new places also they’re targeting people who usually go on these sort of trips. Unlike with the article where we see the tone consisting of two main aspects; when in regards to the “squatters” one sees an indignant tone at the situation and when looking at the companies of developers and real estate agents, we see a tone of annoyance at their money grubbing actions that have displaced and harmed so many less fortunate. For readers who in some relate to this or are emotionally evoked by this set a mood of rage and annoyed. Additionally the diction throughout the article such as “squatters” or “poorest” creates a very pitiful and sympathetic attitude from the readers.

In order for adverts or articles to appeal to the readers, the persuader has to be able to use elements in order to engage and persuade them with what they’re trying to say. When looking at the first text, one sees it’s very visual and the pictorial elements take up at least 2/3 of the page. The title “The Great White Fleet” is the name of the cruise ship. It uses ethos as it is named after a popular US Navy Battle Fleet therefore illustrating a sense of patriotism.  It also emphasizes the word “White” by making the word itself in white, in contrast to the black background which could also be a reference to the white community as during that time period they had the power and wealth (higher class) to afford this. The image placed at the bottom of the advert is of women and men put across as very elegant with the women wearing fashionable hats and arched necks which plays on the intention which is so that audience can visualize themselves in that position and actually be persuaded by what is being sold to them. Like in present days, this ad uses marketing techniques by placing “Reduced Rates for Summer Cruises” in bold, making it eye catching and considering that the tie is summer the font is emphasized which is easily appealing to the consumers. “Sailings, every week, from New York, Boston and New Orleans” highlights the accessibility of the cruise ships. Furthermore, serving from top capitals only emphasizes the exclusivity of this cruise. Moreover the ad uses techniques such as glittering generalities almost in a sense to create a “brotherhood” towards the specific targeted audience. In addition its uses ethos – “United Fruit Company” - reliable company. In opposition to the first text, the second text is structured merely as an article. The title of the text is “QUATTERS TAKE ON DEVELOPERS” thus setting the theme of a competition between the two groups of people, one pitied against the other. Throughout the article, certain negative diction such as “shacks” “scavenged” “rough” “cracks” is utilized to convey imagery of the poor and urban setting. The newspaper article then gives a testimony which appeals to the audience’s sense of pathos as it elicited empathy for a man who seems to deserve rightful ownership of his property. The article overall creates an overwhelming sense that the story is being perceived from a post-colonial perspective; multiple indicators of this are in the diction “occupy these once-isolated isles”, “threaten to displace hundreds of low-income residents”, “charges of colonialism”, “homes have been burned and been torn to the ground” which are all techniques in order to evoke the readers emotions.  It also uses statistics to its advantage; especially the statistic of $1 billion dollars greatly contrasts the $1 wage cited earlier in the passage that greatly emphasizes the lack of wealth they obtain. Throughout the article, many techniques are visible such as testimonial, plain folk, card stacking, source manipulation, and glittering generalities as well as using literary devices such as Imagery, weighted diction, Alliteration, hyperbole. All of which were used in order to sway the reader towards a more liberal viewpoint and be able to inform and persuade the audience of the issue.

Overall, summing up, one sees how both texts are essentially grounded on a similar basis but have different approaches based on their purposes. Through the stylistic features each individual text has used, one sees how they are able to persuade the audience. Therefore it is visible how their tone&mood, purpose and structure contrast to convey their particular message.