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Language & Mode of Address

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Owain Milford

on 16 October 2012

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Transcript of Language & Mode of Address

Language & Mode of Address Lexis Language and mode of address are the ways in which a media text speaks to audiences. The language used gives clues as to who that audience is and to the genre and purpose of the text. This may refer to the written language of print texts or the spoken word in moving image texts. The language used and the way in which it is used conveys meaning. This means the actual words used by the text this may pertain to the genre of the text and be recognisable to audiences. Some texts employee subject specific lexis, for example the front covers off gaming magazines may include lexis that is specific to the world of gaming. Programs like television hospital dramas will create a sense of realism by employing specific vocabulary linked to the hospital story world. Audiences 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 texts community and those who do not will be alienated by the text Advertisments often use hyperbole to make what ever they are selling appear new and exciting Magazines employ the imperative to suggest a sense of urgency about what they are suggesting for example losing weight or getting a 6 pack Ellipses is used as an enigma code to encourage the audience to want to buy the magazine and read on or see a film the use of slang and colloquialisms in, for example, teenage magazines create an informal relationship between the text and the reader
Direct quotations anchor points and suggest realism. These are used on front covers of magazines in cover lines for real life stories This is the tone and the written or spoken style of the media text and the way in which it communicates with the target audience. When analysing the mode of address of media text consider:
Mode of Address Some texts, for example, magazines aimed at young women can adopt an informal register. They use slang colloquial vocabulary and the personal pronoun to engage their target audience and make them feel as if they are talking directly to them. the audience then feel as if they are part of the seemingly exclusive world of the magazine. Informal Mode of Address other texts, for example quality newspapers, will adopt a more formal style with more complex vocabulary and writing style. This suggests that the target audience are more serious and sophisticated and want more detailed information. News anchors combine a formal mode of address with a serious mode of expression, this encourages the audience to trust them and believe what they have to say Formal Mode of Address This is where the subject of the text communicates directly with the audience, an example would be television presenters for example bruce forsyth and tess daly in strictly come dancing. The effect is to make the audience feel involved with the program, it is as if they are talking directly to us at home. The anchors of news programs engage in direct mode of address as they are dealing with serious and important matters. The models and celebrities on the front covers of magazines often look directly out of the magazines, engaging seemingly in direct eye contact with the reader. They draw the audience into the magazine persuading us to purchase the text Direct Mode of Address In many media texts the audience do not expect a direct mode of address. In television programs and films it would be unusual for the characters to step out of the film world and speak directly to the audience Indirect Mode of Address
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