Comparing Texts by Purpose and Form

This section explains comparing texts by purpose and form. When analysing or comparing two or more texts, one important method is to examine their purpose and form. These elements can help you understand how and why the writer has crafted the text, as well as the audience they are targeting.

What is Form?

Form refers to the type or structure of the text. This includes the genre, style, and medium through which the message is communicated. Examples of different forms of text include:

• Articles
• Blogs
• Letters
• Diaries
• Advertisements
• News reports

Each form has its own conventions and purpose, which can shape how the writer expresses their ideas. It’s also helpful to think about whether the text is written for a public or private audience. For instance, a letter is often a private communication between two people, whereas a news article is intended for the public, meaning it will use more formal and neutral language.

What is Purpose?

Purpose refers to the reason why the writer has created the text. This could be to:

• Entertain: to amuse or engage the reader.
• Inform: to provide information or educate.
• Advise: to suggest actions or offer guidance.
• Persuade: to convince the reader to adopt a certain opinion or take action.
• Argue: to present a viewpoint or defend a position.

It’s important to remember that many texts have more than one purpose. For example, a fashion blog may aim to entertain, but also inform and advise the reader on current trends.

Comparing Texts: What to Look For

When comparing texts, you should consider both their similarities and differences. Key areas to focus on include:

Do they have the same purpose?

• If two texts aim to persuade, for example, do they use similar techniques? A letter and a news article may both attempt to persuade the reader about an issue, but the tone and approach might be different due to the form of the text.

Are they targeting the same audience?

• Even if two texts have the same purpose, their intended audience could vary. For example, two advertisements may both aim to sell a product but might target different demographics, such as teenagers versus adults.

Do they treat the same subject differently?

• If the texts share a common subject but have different purposes, consider how each writer handles the topic. For instance, a text aimed at university students may use technical language and focus on scientific details, while one aimed at the general public may simplify the language and take a more emotional approach.

How do their opinions differ?

• Texts with different purposes may present contrasting views on the same subject. Consider how the writer’s opinion influences their language choices and tone.

Comparing Headlines from Different Newspapers

In each of the examples below, the same event or subject is reported, but the language, tone, and details presented in the headlines vary greatly depending on the form of the publication and its intended purpose and audience. The differences in language choices (such as sensational vs. neutral, dramatic vs. factual) reveal the newspapers' priorities in how they want to engage their readers.

Political Event

Event: A new government policy is announced to raise the minimum wage.

• The Guardian: "Government raises minimum wage, a step forward for workers"
• The Sun: "Workers win big as government boosts minimum wage!"

Analysis:

• The Guardian: This headline takes a more neutral and factual approach, focusing on the policy change and its positive impact on workers. The tone is informative, assuming that the readers are interested in understanding the political implications of the policy.
• The Sun: This headline is more emotional and dramatic, using the words "win big" to emphasise the victory for workers. It is likely aimed at a broader audience and uses more excitable language to appeal to readers' emotions and attract attention quickly.

Celebrity Scandal

Event: A well-known celebrity is involved in a public scandal.

• The Daily Mail: "Shocking Scandal: Celebrity caught in cheating scandal with another star"
• The Independent: "Celebrity caught in scandal: Public reaction and fallout"

Analysis:

• The Daily Mail: This headline uses sensational language like "shocking" and "caught," which aims to grab attention and appeal to readers' curiosity. The focus is on the scandal itself, with a tone that might suggest shock and outrage.
• The Independent: This headline is more restrained and objective, using a more analytical approach. It hints at a discussion of the public reaction and the consequences of the scandal, which could suggest that the newspaper is focusing on a deeper examination of the event rather than just the salacious details.

Environmental Issue

Event: A report reveals alarming levels of air pollution in major cities.

• The Times: "Air pollution crisis: Major cities face deteriorating air quality"
• The Daily Express: "Cities choking on toxic air: Pollution levels at record highs"

Analysis:

• The Times: The headline is formal and serious, using terms like "crisis" and "deteriorating" to highlight the urgency of the issue. It appeals to readers who are looking for a more professional and factual tone, focusing on the problem in a more reserved way.
• The Daily Express: This headline is more dramatic and evocative, with words like "choking" and "toxic" designed to evoke strong emotional reactions. It might be aimed at readers who are more likely to respond to alarmist language and want to feel the emotional impact of the situation.

Additional Examples

Advertisement Comparison
Two advertisements for the same product—say, a new smartphone—might have different approaches:

• One ad might be direct and informative, listing technical specifications and focusing on the product’s features, aimed at a more informed and practical audience.
• The other might focus on lifestyle and aspiration, showing people enjoying the smartphone in social situations, appealing to an emotional and youthful audience.

Public Service Announcement vs. Opinion Article
Two texts on the same issue—such as the dangers of smoking—might differ in their purpose and form:

• A public service announcement might aim to inform and advise, using clear, concise language to deliver facts about the health risks of smoking.
• An opinion article might aim to argue a point, using persuasive language to convince readers to quit smoking or adopt a particular perspective on anti-smoking policies.

By carefully considering form and purpose, you can better understand how texts communicate their messages and the effect they aim to have on their audience.