1. PART ONE: PRAGMATICS (the undertone)
THE FRAMEWORK
PART ONE: PRAGMATICS (the undertone)

2. Audience: who it is written for (age, gender, sexuality, social group, class, money, interest group, health)
Purpose: primary and secondary (entertain, inform, persuade, instruct)
Form/genre: advert, letter, website, bus ticket, leaflet
Structure: how parts of the text relate to each other; logical argument; physical structure (paragraph structure, bullet points, table, text boxes)

3. PART TWO: LEXIS AND SEMANTICS (words and their meanings)
THE FRAMEWORK
PART TWO: LEXIS AND SEMANTICS (words and their meanings)

4. Fact and opinion: (truth/correct, morality, NOT straight forward, can be used to mean different things)
Emotional: pathos (sympathy) humour (satire- expense of authority, politics etc) detached (formal, powerful)
Formality: sophisticated, Latinate lexis
Dialect: grammar and words (not accent, that’s sound) archaic/historical lexis (thee/thou could be dialect rather than denoting historical text) everybody has a dialect, some have regional dialect
Foreign words: polite and institutional words (French) sophisticated, classical and scientific words (Latin/Greek) down to earth and swear words (German) short words with difficult spellings (Viking)
Americanisms: coming into English (hospitalised)
Semantic fields: words that are related by a meaning. Words have different meanings according to their context
Pronouns: (see grammar)
Jargon: technical language that only some people can understand
Euphemism: nice way of describing something, understated, a lot of jargon is euphemistic, softens crude language

5. PART THREE: PHONOLOGY AND IMAGERY
THE FRAMEWORK
PART THREE: PHONOLOGY AND IMAGERY

6. Alliteration: words beginning with the same sound
Sight alliteration: words with the same letter but not necessarily the same sound (party phone)
Onomatopoeia: the sound echoes the sense
Assonance: the vowel sound is the same (farm carpet)
Consonance: when the consonant sound is repeated but the vowel sound isn’t (ban burn, fan fern) also known as pararhyme (half rhyme) when used in poetry at the end of a line (makes the reader uncomfortable)
Metaphor: saying something is something else- a comparison that doesn’t use ‘like’ or ‘as’
Similar: a metaphor but with ‘like’ or ‘as’ saying something is ‘like’ something else
Personification: an inanimate object is given human characteristics
Symbol: something that represents something else
Deliberate misspellings: ‘Kwik’- done to sell
Americanisms: color, favorite, neighbor

7. PART FOUR: GRAPHOLOGY (appearance)
THE FRAMEWORK
PART FOUR: GRAPHOLOGY (appearance)

8. Graphics, tables, graphs (used in newspapers- technical) fonts and size frames, verses, colour, flow around texts, headlines, captions

9. PART FIVE: GRAMMAR (see grammar PowerPoint for more info)
THE FRAMEWORK
PART FIVE: GRAMMAR (see grammar PowerPoint for more info)

10. Sentences: simple (the man bit the dog) compound (the man was mad and he bit the dog) complex (being mad, the man bit the dog)- complex sentences denote sophistication
Tenses: verb phrases hunt in packs (he should not have thought that he could have done that)
Declaratives (statements): not usually important
Interrogatives (questions): give people power. The most powerful is rhetorical.
Imperatives (commands): direct (shut the door) [directive]
Mitigated directives: polite commands, supposedly used more by women, using modal verbs (you should, you need to, you must) and also includes questions (will you?)

11. Cohesive devices: anaphoric reference: statement followed by bullet points or a list; cataphoric reference: refers to another part of the document, like a footnote/appendix/glossary; exophoric reference: refers to something outside the text like a law or a book
In parenthesis: extra information between commas, brackets or dashes
Clause of concession/condition: POWER- ‘if’ and one type of ‘as’ clause (IF you do this, this will happen; AS you have done this, this will happen)