English devices

Repetition of the same sound at the beginning of two or more stressed syllables.

Repetition of similar vowel sounds, preceded and followed by different consonants, in the stressed syllables of adjacent words.

The repetition of consonants in words stressed in the same place (but whose vowels differ). Also, a kind of inverted alliteration, in which final consonants, rather than initial or medial ones, repeat in nearby words.

The repetition of similar case endings in adjacent words or in words in parallel position.

Similarity of endings of adjacent or parallel words.

Alliteration taken to an extreme — every word in a sentence begins with the same consonant.

Parallelism of sound between the words of adjacent clauses whose lengths are equal or approximate to one another. The combination of isocolon and assonance.

Repeating a word, but in a different form. Using a cognate of a given word in close proximity.

The repetition of the last word of one clause or sentence at the beginning of the next.

Repetition of the same word or group of words at the beginning of successive clauses, sentences, or lines.

The repetition of a word whose meaning changes in the second instance.

The repetition of a word in a contrary sense. Often, simply synonymous with antanaclasis.

The repetition of a word or words in adjacent phrases or clauses, either to amplify the thought or to express emotion.

Repetition of a word with one or more between, usually to express deep feeling.

Repetition of a common name so as to perform two logical functions: to designate an individual and to signify the qualities connoted by that individual's name or title.

Repetition at the end of a line, phrase, or clause of the word or words that occurred at the beginning of the same line, phrase, or clause.

Ending a series of lines, phrases, clauses, or sentences with the same word or words. The opposite of anaphora.

Repetition of words with no others between.

The repetition of the same word or words at the beginning and middleof successive sentences.

Repetition of the same word or words in the middle of successive sentences.

Repetition of the same word, with none between, for vehemence. Synonym for epizeuxis.

A general term for the repetition of a word or its cognates in a short sentence.

A general term for the repetition of a word for rhetorical emphasis.

Repeating a word, but in a different form. Using a cognate of a given word in close proximity.

Employing many conjunctions between clauses.

The combination of anaphora and epistrophe: beginning a series of lines, clauses, or sentences with the same word or phrase while simultaneously repeating a different word or phrase at the end of each element in this series

Repetition of the same word or group of words at the beginning of successive clauses, sentences, or lines.

Repetition of two different phrases: one at the beginning and the other at the end of successive paragraphs. A specific kind of symploce.

Repetition at the end of a line, phrase, or clause of the word or words that occurred at the beginning of the same line, phrase, or clause.

A series of similarly structured elements having the same length. The length of each member is repeated in parallel fashion.

The repetition of the same word or words at the beginning and middleof successive sentences.

Repetition of the same word or words in the middle of successive sentences.

The repetition of a phrase with slight differences in style, diction, tone, etc.

Dwelling on or returning to one's strongest argument.

A similar idea is expressed with different verbs in successive clauses.

Repeating the main terms of an argument in the course of presenting it.

Persistent repetition of the same plea in much the same words.

Augmentation by repeating the same thought in many figures.

Repetition of the same idea, changing either its words, its delivery, or the general treatment it is given.

Tedious and inane repetition. Unvaried style

every clause has its own independent subject and predicate. If the same words are repeated in each clause, it is also an example of anaphora

Repetition in order to increase general fullness or to communicate passion.

Use of more words than is necessary semantically. Rhetorical repetition that is grammatically superfluous.

A series of successive, synonymous expressions.

The use of several synonyms together to amplify or explain a given subject or term. A kind of repetition that adds force.

The repetition of the same idea in different words, but (often) in a way that is wearisome or unnecessary.

Repeating the same word variously throughout a sentence or thought.

Anything that information can be extracted from, and includes the widest range of oral, written, visual and multimedia materials.

The actual information/data in the text - Text type - Tone - Form - Details - Structure (paragraph styles) - Language Style - Time of the event/scene

The big abstract ideas of any text

How the audience may perceive it, the current era when the audience is reading it and how the changed surroundings affects the way the message is interpreted, what has changed since the text was written and now

The set of circumstances or facts that surround a particular event, situation, etc. - Occasion - History or genre of issue - Author - Reader - Geography - Socio political environment - Intended audience - Publication date and place and title

Author’s purpose and intention of the text, intended message, time period it was written in, environment and cultural/political surroundings of the time, author’s personal background

Close attention to details allows for an informed understanding of the connections between texts and their context. Critical analysis is required to have evidence to justify our validity of ‘reading and understanding’ of the text.

The language/terminology that is used to discuss language conventions (Eg: register, tone, intertextuality, literary techniques, etc)

Type of text (this is important to identify to understand key themes, writer’s intentions, etc)

Being able to understand and interpret the meanings behind visual images along with written text. Being able to analyse images for their content and context through form, shape, colour, symbols, etc.

Being able to understand and analyse a range of texts, literary and non-literary (images, advertisements, novels, poems, etc) correctly and understand each one’s purpose/effect based on specific techniques.

A material/pictorial representation of something. The message/idea is signified by the

A thing/object that represents something else than what is literally shown A material object symbolising something abstract (for eg: rainbows symbolise good luck)

An image/pictorial representation of exactly what it represents

The symbol/design that belongs to an organization used to identify them/their products

The way a writer assembles words/elements to bring meaning to the text and the meaning behind the chosen arrangement

The area in the image where nothing is drawn/placedThe space around/between the subjects

Diving an image into 9 equal parts with two horizontal and two vertical lines. The 4 points of intersections where the lines meet is where the main subject should be placed ideally. This makes sure that the audience looks at the entire poster as it creates tension and is more intriguing. It aids movement and helps visualise the scene much better, also helps build emphasis.

The story told through images/visual representation, questions it makes the audience ask about the image/ the curiosity evoked within them

Humans tend to grasp/rely on the first piece of information while making a
decision/analysing A bias where the viewer reaches conclusions based on the first thing/information that catches their eye

A brief description that accompanies an illustration/image/cartoon

A visual image/diagram that represents something clearly

An advertisement/sneak peek used to attract people and provoke curiosity without giving too much information awayIn this context, they refer to the upper left and right corners of a magazine cover or any front page

The text on the upper left and right corners of a magazine cover/newspaper front page

The title of a text stating the main idea/purpose of the content

Non verbal communication through body movements, posture, facial expressions, gestures, etc used to convey messages

Where the subject in an image is looking; the direction or object they are looking at

It is a kind of cognitive function. Encourages the audience to join the ‘trend’ Main idea is to attract the audience's desire to be a part of this movement or action where they feel part of a community. It uses the audience's need to feel included and accepted to convince them to follow everyone else. People are convinced by such advertisements because they don’t want to miss out/ feel excluded. Kind of associated with FOMO

It is written content that goes along the image to further describe/explain the advert in terms of a story or message. Talking about how the image is anchored into the copy within the advertisement.

It takes 2 general premises to arrive at a specific conclusion. It’s also called the ‘bottom up’ approach where we start with specific premise/s to reach a general conclusion. E.g All cats have a keen sense of smell, Fluffy is a cat. This means that Fluffy has a keen sense of smell E.g: Maximillian is a shelter dog. All shelter dogs are happy. Therefore, he is happy.

2 or more specific premises to arrive at a general conclusion. It’s also called the ‘top-down’ approach where we start working from more general terms to reach a specific conclusion. E.g If 1 cat purrs, and another cat also purrs, the conclusion would be that all cats purr. Eg: Maximilian is a shelter dog. He is happy. All shelter dogs are happy.Inductive reasoning is logically true but realistically it is not always true. E.g A cat may not like to purr or some shelter dogs may not be happy

Words in advertisements often have a double meaning. Word-play or puns often force audiences to think, involving them longer with the advertisement and the brand. Eg: ‘hot’ could refer to both sweating/hot temperature or attractive

Using regular families/individuals to advertise products so that the average population relates to them more as compared to celebrities. Using normal people for advertisements makes the audience trust the product more due to the relatability and personal connection.

specific to the advertisement and can change depending on the nature of the ad. One brand can have several, varying on the ad/product to build brand awareness. The audience thinks, Do I need this? Am I missing out on something? Is it going to be important for me?

person's written or spoken statement promoting the product, most commonly applies to the sales-pitches attributed to ordinary citizens, whereas the word "endorsement" usually applies to pitches by celebrities.

The story told through images/visual representation of the ad. Headshots for visual narratives often tend to engage the audience further.

rectangular graphic displays that stretch across the top, bottom, or sides of a website or online media property. The purpose of banner advertising is to promote a brand and/or to get visitors from the host website to go to the advertiser's website/attract traffic. Sponsored links are placed by search engines as triggered by keywords that the advertiser specifies as part of their booking. If a user now enters such a keyword in the search bar of the search engine, the ad created by the advertiser will be displayed. If a user clicks that ad, the advertiser pays a certain amount.

These are regular ads placed in very unexpected locations. The effect is that you see them in a different way and it shows that you are constantly linked with the advertisement which attracts you to the product more. An example is that you see a McDonalds french fries packet painted on a road, where the fries are the zebra crossing stripes. If you regularly use this road, you would see this product regularly and it becomes second nature to you.

The association principle is a type of advertising technique that “associates a product with a positive cultural value or image” This principle aims to make consumers connect the product being advertised to a desirable set of values or traits.Eg: A famous personality as brand ambassador, some adjectives, personification: audience associates these things with the product

Creating a problem within the advertisement and providing the solution (which is the product) This helps the audience see the benefit of the product and how it may help them

It is a type of musical or literary composition that mimics another author’s work in a humorous way.

The avoidance of forms of expression or action that are perceived to exclude, marginalize, or insult groups of people who are socially disadvantaged or discriminated against.For eg: asking a person about their ‘partner’ instead of ‘wife/husband/boyfriend/girlfriend’

The exchange of roles where one portrays another/the opposite role of what they are supposed to be. This is mostly men replacing female models in advertisements or vice versa.

It is a type of writing that mocks or scorns its subjects and points to the problems.

It is a type of writing that mocks or imitates someone or something, usually in a light and good-humoured way.

placement of two contradicting objects/images side by side to compare and contrast and makes the reader consider the relationship between the two/irony of the placement.

This refers to all the features the director has considered in designing the specific frame to make the scene effective. Composition of the frame which includes factors

like: Lighting Backdrop / set Positioning of actors/ Positioning of objects and props/ And the effect of these features in the specific scene as well in the overall film/idea/message/theme

sounds produced by the things and people in the scene. The source of the sound comes from the characters and the things around them. For eg: dialogues, sound of wind/birds/planes in the background

sounds are superimposed on the film and are edited in after the takes are made. This includes voiceovers and music, both of which greatly impact the viewer's experience of film.

The technique of selecting, editing, and piecing together separate sections of film to form a continuous whole. Often used in movies to show the progress of a long period of time in a few seconds, fast forward in time, and show the process of something briefly.

An exaggeration on the physical features, mainly facial features of the political figures as a comment on the person’s character.

The time and relevance of publishing the political cartoon. Political cartoons usually comment on current affairs and/or recent events.