Language in genres
time to complete: 15 minutes
Language is a key feature in identifying the genre of a text, and more specifically the audience, style and purpose of a text. The grammatical and lexical choices of the author, for example, can reveal whether a text is meant to be read by an expert or a non-expert audience, for academic or for non-academic purposes.
For example, the two short excerpts below come from different non-academic genres. Can you identify them?
Text 1
GEMINI
(May 22-June 21)
Opportunities for travel and communication are evident. Visit those less fortunate than yourself; be sure to help them with their personal problems. The personal problems you may be having are interfering with your productivity.
Text adapted from Futral (2020)
Text 2
THE BURBERRY TRENCH COAT
The quintessential British coat, a global fashion icon. Created by Burberry founder Thomas Burberry over 100 years ago – inspired by our heritage, whilst embracing modernity.
Made in Castleford, Yorkshire for over 50 years and cut from gabardine – a revolutionary fabric that Thomas Burberry invented in 1879. Polished and practical, a beautiful weatherproof cotton that remains at the heart of Burberry.
From the slimmest cut – effortlessly skimming the body for a defined and elegant form-fitting shape – to our most relaxed fit that’s cut for modern, relaxed layering and ideal for wearing over tailoring.
Text adapted from uk.burberry.com (2020)
Answers and commentary
You probably had no problem identifying the genres of the two texts above. The first is a daily horoscope text while the second is copy from the commercial Burberry website. The reason you might have found it easy to identify them was because of their choice of language.
Task: Here are the texts again, but this time with key language features highlighted in different colours. Try and identify what characteristics each colour has, then check with the answers below each text.
GEMINI
(May 22-June 21)
Opportunities for travel and communication are evident. Visit those less fortunate than yourself; be sure to help them with their personal problems. The personal problems you may be having are interfering with your productivity.
Terminology for astrology
Vague, broad language
Informal text addressing the reader
Tentative language
THE BURBERRY TRENCH COAT
The quintessential British coat, a global fashion icon. Created by Burberry founder Thomas Burberry over 100 years ago – inspired by our heritage, whilst embracing modernity.
Made in Castleford, Yorkshire for over 50 years and cut from gabardine – a revolutionary fabric that Thomas Burberry invented in 1879. Polished and practical, a beautiful weatherproof cotton that remains at the heart of Burberry.
From the slimmest cut – effortlessly skimming the body for a defined and elegant form-fitting shape – to our most relaxed fit that’s cut for modern, relaxed layering and ideal for wearing over tailoring.
Repetition of brand name
Fashion terminology
Positive, promotional language
Language that connects product and the shopper’s (national) identity
Other comments
Notice how the text is written in short phrases for impact e.g. “The quintessential British coat, a global fashion icon.”