Another technique that is subtly exerting power is the
litotes of ‘just click here.’ They want the audience to click on their links to
get more information. This differs to the oppressive strategy they used at the
beginning of the advert by saying ‘order you free event pack’ and ‘download
free resources right now.’ The author has, most likely, assumed that if the
audience have read to the bottom of the page then they are already likely to be
interested in the subject matter so they don’t have to be as harsh with their
phrasing.
The advert includes a lot of synthetic personalisation,
which is used my to the same effect as the more intimate and colloquial tone –
to gain trust and build a relationship with the reader. By addressing the
audience with ‘you’ it become more personal. If the advert seems to be speaking
to one person, rather than a large group of people, then it may be easier to
influence and encourage individuals to take part in their activity. “The money
you raise will help us” is a declarative statement which gives the illusion
that the reader doesn’t actually have a choice on whether or not they want to
raise money. The advert is guaranteeing that people will want to help and raise
money. This determination is what makes the advert hard to ignore.
Also the charity uses modality, for example, ‘you can’ which
again seems to suggest an optional response. It also widens the audience if
they are suggesting that any one is able to hold their own Tea Time. That way
people that may have felt like they weren’t able to do it, because they didn’t
have the available resources, are more likely to join in and help the campaign.
With is only emphasises by the triplets used afterwards ‘anywhere- at home, in
the office, your local hall.’
