Purpose The communicative intention: inform, persuade, entertain, instruct, satirise, etc. (Always frame as: The text aims to…)
Audience Target demographic (age, interests, socio-economic group, beliefs). Consider how the text positions or influences them.
Context Situational background: cultural, social, political, or temporal setting. Includes where/how the text is encountered.
Tone The writer’s attitude (e.g., formal, ironic, critical, optimistic). Track shifts in tone if present.
Register Level of formality and language appropriateness for the audience.
Diction (Lexical choices) Word choice: emotive, technical, colloquial, jargon-heavy, etc. Analyse connotations, not just meanings.
Imagery and Figurative Language Metaphor, simile, symbolism, personification, etc. Explain the effect, not just identification.
Rhetorical Devices Repetition, rhetorical questions, parallelism, hyperbole, contrast, etc. Link directly to persuasion or emphasis.
Structure / Organisation How the text is arranged: introduction, progression of ideas, climax, conclusion. For non-linear texts, note fragmentation or sequencing.
Layout and Visual Features Headings, font size, spacing, images, captions, colour use. Crucial for ads, infographics, websites, comics.
Mode / Medium Print, digital, multimodal. Consider how the medium shapes meaning (e.g., interactivity, brevity).
Voice Narrative or authorial voice (first person, authoritative, conversational). Also includes implied persona or brand voice.
Appeals (Persuasive strategies) Logical (logos), emotional (pathos), ethical (ethos). Identify which dominates and why.
Bias and Perspective Underlying assumptions, ideology, or one-sidedness. What is included vs omitted?
Effect on Reader The outcome: What does the audience think, feel, or do after reading?
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