to shark fin soup!
Focus: the responsibilities of Hong Kong
Focus: actions to be taken by different parties Language
features:
Conditional
Language features:
Inversion Language features:
Imperatives
Language features:
Imperatives Language features:
Rhetorical question
"Respect the Fin" by Ryan Steely is licensed under CC BY-ND 4.0
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Part B: Analysing a leaflet
Answer the following questions, which will guide you to understand the features of an effective e-booklet:
I. Content
Identify the following elements of the text and express your ideas in short answers:
Purpose of writing
To provide information on the threat of extinction of sharks (e.g.
the severity, causes and effects of the problem)
To appeal for action against eating shark fins / to persuade readers to stop eating shark fins
Target audience
The general public, including individuals, businesses and restaurant owners
Central message
Sharks are threatened with extinction and immediate action is needed to prevent the problem from worsening.
Tone Informative when explaining the current situation
Persuasive when appealing for action II. Organisation
How is the content of the text organised? Why? How is the information presented?
• The text is organised under headings (e.g. “Struggling for survival”,
“Overfishing”) and subheadings (e.g. “As an individual consumer”) because they help readers identify the main points of each section in the leaflet.
• Short paragraphs or bullet points are used to present the information in a concise manner.
III. Language Features
1. What is special about the title of the text? What technique is used to make it appealing?
• The title is catchy with the use of rhyming words (i.e. “extinction” and
“solution”).
• The imperative is also used to add force and call for readers’ action.
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2. There are many ways to create effective titles or catchy slogans for a booklet / leaflet.
Most of them involve wordplay. Here are some examples:
Rhyming words (words with the same ending sound)
Alliteration (words that begin with the same consonant sound)
Pun (a humorous use of words with multiple meanings or similar sounds)
Parallel structure
Triplet (words or phrases repeated three times)
Read the slogans below and identify the language features / techniques used.
Slogan Language feature
Reuse. Reduce. Recycle. Triplet / parallel structure Let’s go green to get our globe clean. Alliteration
Give a hoot. Don’t pollute. Rhyming words
It pays to be green! Pun
Global warming – a global warning! Pun / rhyming words
Nurture Nature. Alliteration / rhyming words
Crush Greed. Go Green. Pun, alliteration / parallel structure
Serve to conserve. Rhyming words
Save paper, save trees, save the planet. Triplet / parallel structure
3. The following language items and sentences are used to talk about the grave consequences of an environmental problem. Complete the table by identifying the relevant examples from the text and selecting the suitable communicative function from the help box.
Language feature Example in the text Function in the text Conditional
sentence
Hardly can many important species of sharks be found in open water in the near future unless overfishing is stopped immediately.
If their number continues to decline, the marine ecosystem will be seriously upset.
To talk about things that will possibly happen
Future perfect tense
By 2030, according to IUCN, the entire shark species will have become extinct on the planet.
To show an action which will be completed by or will happen before another action in the future
Language features can be used in combination.
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Help box:
To show an action which will be completed by or will happen before another action in the future
To talk about things that will possibly happen
4. The following language items and sentence structures are used to create a forceful tone and enhance the persuasiveness of the text. Complete the table by identifying the relevant examples from the text and their communicative functions from the help box.
Language feature Example in the text Function in the text Inversion Hardly can many important
species of sharks be found in open water in the near future unless overfishing is stopped immediately.
Only with our concerted efforts can the endangered shark species be preserved.
To emphasise a point or an idea in a more formal manner
Imperative All the bullet points in the section “How can you help save sharks and retain a balanced marine ecosystem?”
Act now! …Save sharks by supporting shark-free menus!
To give an order and command immediate action
Rhetorical question What are you waiting for? To raise the interest and concern of readers and encourage them to reflect on the matter
Help box:
To raise the interest and concern of readers and encourage them to reflect on the matter
To give an order and command immediate action
To emphasise a point or an idea in a more formal manner
IV. Emotional Appeal
1. Adjectives and adverbs are sometimes used to add emotions and strengths to the description. Can you highlight the adjectives and adverbs with such an emotional appeal in the paragraph on “Overfishing”? (answers double-underlined in the text)
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2. Describe the images in the text. How do they bring out the message of the text and appeal to readers’ senses and feelings?
- The picture of the shark in tears helps present the shark as a victim. The shark is given human feelings, which arouses readers’ pity.
- The second picture shows the dead bodies of sharks, pricking our conscience and making us feel guilty for inflicting such pain on sharks because of human desires.
- The last two pictures contain a slogan that calls for our action and support for shark-free menus.
3. As an English idiom goes, “a picture is worth a thousand words”. A complex idea can be expressed with a powerful image which helps convey the central message forcefully and arouse readers’ emotions and desires. Identify the environmental issues as shown in the pictures. Choose the one you think has the strongest emotional appeal under each environmental issue and explain your choice.
Environmen
tal issue Picture A Picture B Picture C
Air Pollution
Shark Finning
Land/Sea Pollution
"Scooping the sharks' fins"
by lynac is licensed under CC BY-NC 2.0
"Shark Fins Drying for Sale by kqedquest is licensed
under CC BY-NC 2.0
"Finned" by MoelSiabod is licensed under CC BY-NC
2.0
"screened" by Rockman of Zymurgy is licensed under CC BY-NC-ND 2.0
"Lesser the pollution, better the life."
By Kristlin Visnapuu is licensed under CC BY-NC-ND 4.0
"Plastic Bags Packaging - Awareness - 3rd Year" by Noor Daghistani is licensed under CC BY-NC-ND 4.0
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V. Logical Appeal
1. Why are the statistics from the reports by the International Union for Conservation of Nature and the World Trade Organisation cited in the text? What points do they illustrate and what impact do they have on readers?
- The statistics from the IUCN report illustrate the alarming and accelerating trend of shrinking shark populations, which shows how serious the threat of extinction is.
- The findings from the World Trade Organisation report help show the key role Hong Kong plays in driving up the demand for shark fins and thus the great responsibility we should take for solving the problem.
- The use of statistics makes the points more convincing and objective.
2. In addition to statistics, what are some other ways to strengthen the points and enhance the validity and persuasiveness of the text?
Quoting speeches from authoritative figures / organisations in the field is another way to provide supporting details and evidence.
Recap on the features of a persuasive leaflet / e-booklet
Catchy titles and slogans
Clear headings and subheadings
Use of bullet points
Use of persuasive language
Use of powerful images
Use of statistical data and quotes from reliable and authoritative sources
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Task 3 Devising a Plan for the Production of an e-Booklet
Part A: Understanding the requirements of the e-booklet to be produced
Images can help present information effectively and tell stories with impacts and emotions. To show you how images can be used as an alternative to expressing information in words, Mr Lam has given you the following images to introduce to you the requirements of the e-booklet which you and your team members are going to produce. Decode the images and fill in the blanks below.
Your e-booklet should:
focus on one environmental issue;
include a cover with an eye-catching title;
discuss the severity , causes , impacts of the problem and actions to be taken by different parties;
be five to six pages long;
include pictures and images on each page to help present the message; and
include some sound effects (e.g. music , voice-over ) and add special effects, if necessary, on each page.
Problem
Severe?
Why?
Impact?
What to do?
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Part B: Planning for the e-booklet
Use the following templates to design the e-booklet. Include as many details as possible and all the words to appear on each page.
Title: ________________________________________________________________
Environmental issue to focus on: __________________________________________