TAF (Text Analysis Framework)

Text Analysis Framework

Publication details (date, place, etc.):  Resource Text from www.genderads.com accessed 17th September 2013

Title: “BK Super Seven Incher" ad

Text type: Print /Visual

Theme/Subject: Burger Selling Ad
Realistic

Audience: Men and young men
Sympathetic

Purpose: To sell product: persuade

Register: Ironic

Author: Burger King
known


sentence (simple, compound, complex, compound-complex/ statement, question, imperative) structure (paragraph, introduction, conclusion, stanza, line) punctuation (period, comma, exclamation, dash, exclamation mark ellipsis), parts of speech (nouns, verbs, adverbs, adjectives, pronouns, expletives, and conjunctions), diction, logical fallacies (over generalization, faulty cause and effect, red herring, ad hominem) , repetition, image devices (metaphor, simile, personification, symbolism, allusion) auditory devices (onomatopoeia, alliteration, assonance, consonance, euphony, cacophony, rhyme, rhythm), cliché, idiom, parables, proverbs, jokes, reported speech, address, title, banner, numbers, headlines, captions, sound bites, slogan, definitions, pronunciation codes, jargon, slang, invented words,  other Declarative statement: irony + Connotation

Visual Elements
color, space, lines, shapes, proportion, font, image, photo, drawing, outline, layout, white space, perspective, logo, symbols, distance, pattern, perspective, balance, canvas/background, techniques (brush strokes, pointillism) medium (ink, pencil, spray paint) freehand, form (poetic closed form, stencil), size, repetition, pattern, framing, packaging, texture, finish (gloss, matt), positioning, product identification (bar code), charts, graphs, tables, bullets, lists, text wrapping, angles, light, contrast, other
Multimedia Elements
jolts, montage, camera angles (straight, low, high), camera distance (close-up, short, medium, long, scenic), sound, music, characters, voiceovers, vocal pauses, interactivity, time, contrast, volume, clarity, speed, pattern, jingles, editing effects (fade, wipe, black out), sound effects, body movement, gestures, vocalization, super imposition, light, location, order, inter-textuality (other texts incorporated), objects, people, other
Note five important techniques that are relevant to the text.  Provide the example of the technique from the text.  Explain the significance of the technique and example in terms of audience, purpose and /or text type.

Element: Language Technique: Word Play
Example: “It`ll blow your mind away”
Significance: This is a sexual reference, since there is a women with an open mouth about to introduce the burger to her mouth (refering to oral sex).

Element: Visual   Technique: Proportion
Example: The size of the burger next to the women
Significance: This makes the audience believe that the burger is huge, making it more appealing to the audience.

Element: Visual Technique:  Contrast
Example: The contrast between the burger and the background.
Significance: The background`s color pallete contrasts with both the woman and the burger, making it the facol point of the advertisement.

Element: Visual Technique: Image
Example: Woman.
Significance: This might refer to a sexual conquest in which the ad implies that the people who buy this burger might get a woman like the one in the advertisement, which might "blow their mind away".

Element: Language Technique: Description
Example: Text describing the burger
Significance: Make the audience desire the burger, but as a necessity not as a luxury. Using words that appeals to the audience, such as juicy, improves the desire for the burger.

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