Analyse the leaflet / brochure using the following questions / ideas to prompt you.

What is the writer’s purpose? Who is the intended audience? What is the genre?
Does it attract the reader’s attention?

Word level

Lexis/ vocabulary: what do you notice about the type and level of vocabulary used? Are there any idioms, images, slang, technical terms or jargon?

Sentence level

Which of the four sentence types are used?
Declaratives (statements
Interrogatives (questions)
Imperatives (commands)
Exclamations

Which are used for headings and which for the main text?

Are the sentences mainly:
Simple (one clause only)
Compound (two clauses linked by ‘and’, ‘but’ , ‘or’ ‘so’
Complex (one main clause and one subordinate clause signalled by ‘if, ‘which’ ‘that’, ‘although’, or by subordinate verbs ending in ‘-ing’ or ‘-ed’

Whole text

Tone: how would you describe the tone used – personal / impersonal, colloquial / formal etc? What personal pronouns are used?

What is the overall structure of the text?

Content: choices made by the writer and balance between appealing to the reader and including detail.

Some features of a colloquial style

Use of first-person pronouns (I, me); including the audience (we, us0
Is the audience addressed directly (You …)
Long, loosely structure sentences
Use of brackets or commas to add comments in parenthesis
Added adverbs such as ‘really’, ‘surely’, ‘actually’.
Fillers such as ‘well, ‘anyway’
Interrogative and imperatives

Rhetorical features (designed to sway the emotions of the listeners/ readers - not effective if over-used! )

Emotional appeals
Asking opinion of the reader
Complimenting the audience
Threatening disaster
Disparaging the opinion of opponents
Mocking opposing views by exaggeration
Using an emotional exclamation
Exhorting the audience to action
Summarising in an impassioned manner
Stylistic techniques
Metaphor and simile
Alliteration
Balanced phrases / use of opposites in balanced phrases
Listing (often in threes) and building up to a climax
Repetition
Emotive lexis

Graphological features / Presentation devices

Pictures, logos etc
Graphs, tables, diagrams
Flow charts
Boxed summaries
Headings
Short paragraphs
Columns
White space
Lists with numbers or bullet points
Colours
Different print size and font
Capitals, bold and italic print
Highlighted quotations