Assignment 1: Analysis and Production of Corporate Texts (60% of module mark)

Assignment 1: Analysis and Production of Corporate Texts (60% of module mark)
Task 1: Personal Statement (500 words/20%)

You are to apply for the following position in one of UCLan’s partner institutions, SCOPE in Hong Kong. Please produce either a personal statement or a letter of application using the guidelines from week 1 in class discussion and seminar materials (see Blackboard).



Includes: Free UK – HKG return flights, on-campus accommodation, personal living allowance (equivalent to £50 p/w) and free Chinese language lessons. Post: September 2021 – June 2022.

An internship at UCLan’s partner – the City University of Hong Kong, will provide you with practical experience in a dynamic, multicultural and fast-paced working environment.

Interns will have the opportunity to develop their professional communication and intercultural skills, working on a variety of projects supporting the educational, intercultural and promotional activities between campuses. Central to your role will be the promotion of the UCLan culture for both institutions. In addition, you will play a key part in advising students on study abroad programme for both UK and Hong Kong students.

The successful candidate will be a confident communicator, with excellent organisational skills, have a solid understanding of the UK Higher Education student experience and demonstrate an interest in world cultures. Previous experience of living, working or studying in a foreign country would be an advantage.

The closing date for this post is Monday the 19th April 2021 at 5pm.

 All applications need to be submitted electronically via the link provided on BB.



Task 2: Press Release (500 words/20%)

Working individually and independently, submit a press release announcing something newsworthy that has happened or is about to happen at UCLan. This includes:

·        Breaking news announcement

·        Product launch

·        Event

·        Partnership

·        Awards

·        Crisis management

·        Any other newsworthy information that will earn coverage


Your press release should include the following:

ü  Headline: make it clear why your story is interesting and important

ü  Press Contact: to ensure the media can get in touch with you

ü  Location: where is your news happening?

ü  Body copy: order information by level of importance

ü  Boiler Plate: What is your organisation all about?

A good press release

Ø  pitches a story that captures the attention of the audience.

Ø  is concise and to the point.

Ø  has value to the target audience.

Ø  follows a clear structure (the inverted pyramid, most important information first).

Ø  includes useful quotes.

Ø  has strong body paragraphs with supporting details.


Task 3: Advert Analysis Report (1,500 – 2,000 words/60%)

  1. Gather a collection of 3-4 British print advertisements that all belong to the same sub-genre (i.e. all are advertising the same type of product e.g. cars, perfumes, washing powders,

sunglasses etc).

  1. Design your own print advert that belongs to the same sub-genre and add it to the collection.
  2. Analyse the advertisements identifying the strategies studied during the module and present these in the provided analysis template as an appendix.
  3. Evaluate all adverts in your collection and present your ideas in a report format.

Things to consider:

Analyse the text in the adverts with regard to the following:

  • context and audience
  • message and medium
  • language, style and layout
  • move pattern

Key strategies:

  • Identify the linguistic and visual moves in each advert.
  • Note which moves are obligatory and which optional in this sub-genre of print adverts, according to your sample.
  • Identify linguistic and non-linguistic characteristics of the sub-genre of print adverts, according to your sample.

A good task includes the following:

  • an appropriate selection of print adverts which clearly belong to the same sub-genre.
  • accurate identification of moves in each advert and obligatory/optional moves across the sample.
  • identification and discussion of linguistic and non-linguistic features that characterise this sub-genre of advertising.
  • appropriate and accurate use of language, style and an overall professional presentation.

Also, make sure that you

  • follow appropriate report writing conventions (i.e. headings and subheadings, numbering and bullet points, appendices and bibliography).
  • follow the university’s policy on Harvard referencing conventions.


EB3101: Advertising Strategies



  • Strategies to grab Attention:
    • interesting, shocking or startling images
    • colour / music
    • challenge (what’s the ad about?)
    • eye-catching slogans or offers to hook the audience
    • graphological / image variation


  • Strategies to arouse Interest:
    • identification & association (e.g. use of stereotypes, celebrity endorsement, lifestyle images)
    • humour
    • symbolism
    • intertextuality (borrowing from other genres)
    • word play (puns)
    • emotional appeal (e.g. sex appeal, guilt)


  • Strategies to create Desire:
    • group identity
    • promise of dreams come true
    • new lifestyle
    • reward / implied punishment


  • Strategies to elicit Action:
    • repetition of slogans, jingles, brand names (take effect when you go shopping)
    • incentives, limited period special offers, pressure tactics,
    • contact details


2) Linguistic Strategies

  • ‘we/you’ orientation leads to ‘spoken’ language – simple & colloquial lexis (except where scientific claims are being made)
  • verbs: present tense, active not passive, dynamic
  • nouns: powerful, positive & evocative, long noun phrases
  • adjectives & adverbs: (lexical boost), evocative, evaluative, exaggerated
  • alliteration (repetition of same letter/ sound) e.g. ‘the best four by four by far’
  • ambiguity, word associations & puns (humour)
  • weasel words (‘helps’, ‘could’, ‘may’, ‘virtually’, ‘like’)

3) Moves & Move patterns

  • show logo (where?)
  • show product (where?)
  • use slogans & taglines (where?)
  • outline benefits to customers (How?)
  • provide product / service details?
  • contact details (where?)


Analysis Template


Advert AIDA Strategies Linguistic Strategies

1. Advert 1




2. Advert 2




3. Advert 3




4. Advert (optional)




5. Own advert


Obligatory Moves







Optional Moves