Think about TV ads. Analyze. Ask questions.

 

 

Consider these ideas for your own compositions.

TV Set   Computer and Quill Pen
WHAT'S THE AUDIENCE'S PURPOSE?
WHAT IS YOUR AUDIENCE'S PURPOSE?

All people are benefit-seekers: "What's in it for me?" Without denying altruism or mutual benefits, consider first this basic self-centered attitude.

Persuasion is a transaction, a two-way process of both benefit-promising and benefit-seeking. To persuade others, we promise them benefits.

No matter what we define as "good" and "bad," in terms of possession, we either "have" it, or "have-not" it.

Using a simple four-part grid, we can sort out the broadest generalization about benefit-seeking in order to focus attention on the dynamics of four major human behaviors related to ads: protection, relief, prevention, acquisition.

PROTECTION
If we have a "good,"
we want to keep it.
RELIEF
If we have a "bad,"
we want to get rid of it.
ACQUISITION
If we have-not a "good,"
we want to get it.
PREVENTION
If we have-not a "bad,"
we want to avoid it.

In advertising, for example, protection of our existing goods is the primary benefit offered by products for house care (soaps, cleansers), car care, investments, and so on. Relief is the primary benefit offered by medicines (painkillers, remedies). Prevention of future harm is the primary benefit promised by many health or safety items (auto tires, health clubs, etc.). However, most ads simply stress acquisition because there are so many possible "goods" available that people want -- foods, clothing, furnishings, trinkets, toys, and entertainments.

As you observe ads, categorize television, print, or other ads into one or more of these four kinds (protection, relief, prevention, acquisition).

Multiple benefits are common, yet, you can usually label an ad by a "dominant impression."

Note the specific products and services which belong in these categories.

Observe or estimate: how many ads, how often, when and where they appear. Who is their target audience? What benefit is sought by this audience?

 

People, as receivers, as an audience, seek benefits when they read, watch, or listen.

Persuasion is the most obvious transaction between benefit-promisers and benefit-seekers,

Expressive works (in books or movies) give us many benefits and pleasures: empathy, understanding ourselves and others, escape, diversion, curiosity, and enjoyment.

Exposition provides us information as its primary benefit.

Information is the means by which we gain specific immediate benefits (e.g. directions, instructions, warnings) or general future benefits (general knowledge and understanding, historical perspective). We commonly assume that it is better to be informed than to be ignorant, that "knowledge is power."

As an expository writer, your role is to provide your audience with good, accurate, clear, coherent, and useful information.

If you give your audience inaccurate information, erroneous data, or wrong directions, you err. So also, you err if you are wordy, clumsy, or repetitive.

Information may be accurate, but, if it is not presented coherently, then it's useless. Consider an unsorted box of computer print-outs which may contain accurate data, but are of little use to anyone.

As a writer, your job is to compose - to put together - clearly and coherently so your target audience can use it easily and benefit from it.

In classroom situations, your instructor often becomes a "captive audience" who has to read what you write.

However, in most situations, if you don't write well, or if you don't provide the expected benefits, your audience doesn't have to read your writing. They will find someone else who can do the job better.

Even though expository writing is primarily topic-centered (and doesn't have the obsessive concern with audience response that persuasion needs), it is still designed to be read by another person. Ask yourself: What benefit is your reader seeking ?

 

| Welcome | Purpose | Audience | Limits | Structure | Attention | Confidence | Explicit | Implicit | Response| Omission |
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