In terms of linguistics Swales (1990 p.45) defines genre analysis as:
'a recognizable communicative event characterized by a set of communicative purposes identified and mutually understood by the members of the professional or academic community in which it regularly occurs’
In simple terms genre analysis is important since it gives a piece of text a category and identifies the nature of the text and writer. I believe genre analysis is particularly important within management writing as it helps many writers, linguistics and even students create a more logical and effective piece of writing targeted at a specific audience.
The genre of promotional texts such as adverts is particularly interesting as they work as powerful linguistic tools for businesses to communicate with their customers. Bhatia (2004) argues that an advert in any type of business will attempt to include nine rhetoric moves known as the Move Analysis to promote a product or service. The Move Analysis in essence provides a structure for a piece of text to follow:
1. Headline
2. Targeting the market
3. Justifying the product or service
4. Detailing the product or service
5. Establishing credentials
6. Celebrity or typical user endorsement
7. Offering incentives
8. Using pressure tactics
9. Soliciting a response
However even those of us who aren’t IT experts, will have noticed over the last couple of years the technological capabilities have transformed the way in which companies approach their advertisements, especially in terms of the language or rather the lack of language used. Due to the new emergence of social media sites such as Facebook, Bebo and Twitter, business communication has been revolutionised.
Bhatia (1993) highlights to some extent since each piece of discourse will vary there is some flexibility within the Move Analysis and many of the moves will not be followed in chronological order.Partridge (2007) explains that often genres will change over time due to changes in technology as seen in the example of mobile phones which has brought about a text messaging genre. This is a concept the Move Analysis fails to recognise since it provides justifications of why each move should be used but doesn't highlight how each move should be used for different texts as time evolves.
This brings me to the question: due to the different channels of communication today, does the Move Analysis need to be updated or adapted to fit in with new subgenres that technology has brought about?
Here are some perfect examples I found on the social networking site, Facebook (www.facebook.com):
A1
A2
The first advert (A1) by Tesco makes use of a headline: ‘Internet exclusive offer’, to attract the reader. The advert is short, perhaps in an attempt to quickly attract the reader's attention. The main message is that the online facility not only includes the normal store offers of ‘buy one get one free’ but also ‘hundreds of online exclusives’. The advert closes with a clickable link the website.
The second advert (A2) by Blackberry also uses a catchy headline: ‘Haven’t you heard?’. This implies that that the offer is common knowledge and could make the reader feel isolated if they do not know about the offer. Blackberry tries to entice the reader with an image as well as financial incentives such ‘Blackberry Curve 8520 free and on our £20 tariff- that’s less than the rest’. Colloquial language is used such as 'gorgeous', to fit in within the context of a social networking site.
From the analysis found an adaption of the Move Analysis to fit in with the subgenre of adverts on social networking sites could be:
1.Short catchy phrase
2.Image of the product/company
3.Incentives of the product/service
4.Click through link to website
Perhaps this new Move Analysis will help companies create specific online adverts in today’s technological dependant world?
References
1. Bhatia, V.K. (1993) Analysing Genres: Language Use in Professional Settings. London: Longman.
2. Bhatia, V.K. (2004) Worlds of Written Discourse: A Genre-based View. London: Continuum.
3. Partridge, B. (2007) Discourse Analysis: An introduction. London: Continuum.
4. Swales, J. M. (1990) Genre Analysis: English in Academic and Research Settings. Cambridge: Cambridge University Press.
In addition to the new set of moves proposed perhaps music should be considered? Such as jingles that everyone gets stuck in their head. The one example I can think of is the 'Nokia' ringtone used in many of their ads, which people now immediately associate with Nokia phones.
ReplyDeleteYour new move analysis steps for social networking are certainly appropriate and match well with your examples. In a practical context I also believe that they would work. Since social networking is online, you might also want to consider adding moves, which involve audio and more advanced visual elements, such as animation, to draw the audience’s eyes and ears.
ReplyDeleteI’m going to put a spanner in the works!
ReplyDeleteI certainly agree that Bhatia's Move Analysis has become outdated - especially with the level of dynamic communication vehicles available today. But it must be argued that no single model is ever going to fit all situations - as the external environment and internal resources constantly change.
But do you think the advertising world has become so saturated, that those responsible within the industry have had to completely defy the traditional structure and components of Move Analysis in order to get the attention of customers and prospects? Do you not think that it is this type of predictability and standardisation which is exactly what advertising is trying not to be in order to get noticed?
For example – the Cadbury ‘A glass and half full productions’ series of adverts were nothing to do with the product or convincing people to buy chocolate! But still is recognised as one of the most successful marketing campaigns.
Here are the links to the Cadbury’s ads just as a reminder:
http://www.youtube.com/watch?v=9AC-bxM35t8&feature=related
http://www.youtube.com/watch?v=dEPEpXHa7Fs
Dilesh
I agree completely... the typical lexico-grammatical moves that have been identified appear to be evolving as we, as consumers, find ourselves confronted with increasingly creative advertisements. The developments in technology and graphic design have seemingly transformed the advertising world, and for many the traditional moves are now rendered redundant.
ReplyDeleteThe effectiveness of increased innovation and creativity in advertisements is still debatable... but regardless I believe that the Move Analysis does need to be updated/adapted to encompass such evolution.
I think that the analysis is in an interesting area concerning Genres, as the Genre is not fully accounted for due to the mix of mediums, audiences and high level of intertextuality. I think due to this it would be more relevant to use Paltridges model (2006) as this can identify critical aspects of the genre, without being succeptible to genre innovation.
ReplyDeleteThe new set of moves that you have outlined offer a more modern-day approach to the production of adverts. The moves are more direct and will probably lead to a more effective advert. I have always thought that the adverts on social networking sights should simply contain a picture and a description which touches the surface of the product, yet provides the reader with enough intrigue to want to click on the link to find out more!
ReplyDeleteOh well, my online naivety still sees me refuse to click the adverts that popup in case they contain a virus which will be the final nail in the coffin of my temperamental and almost lifeless laptop!
Thanks for all your comments- some really good suggestions here.
ReplyDeleteI really liked the idea of animation and sound being added as a move- since this is very common in modern day adverts.
Dilesh- I agree that perhaps Genre Analysis has become slightly redundant due to the new visual media adverts available today as shown in the Cadburys advert- which by the way I love its so funny! However as you suggest it is difficult for companies to base their promotional techniques on one single model- does this mean you are implying each companies advertising approach is context specfic?