Because ‘YouGov’ is a website which enables people to have
an opinion on political issues, the use of engaging techniques allows the
website to come across less dry. The form of address within the website name ‘YouGov’
shows how the receiver is their main priority because of the possessive pronoun
‘you’ , making the receiver feel important even if they were not the target
audience as it is addressing you personally. By ‘you’ being in red emphasises
the importance of the audience’s participation within this website. The
interrogative ‘what would you like to do’ makes the audience want to engage
within the website as it is asking about what you want but giving you options. The
use of influential power will make the target audience of non ‘YouGov’ members
feel excepted as well as them not using the governments lexical field when describing
the group ‘YouGov members share their opinions…’. As it is partially to the
right of the centre also highlights how significant it is for ‘YouGov’ to make
you feel welcomed because the topic of politics is not very interesting. Due to this, if this website was transferred
into an article, it will only appeal to people who are already part of ‘YouGov’.
Because the ‘BBC News’ addresses the online article specifically
to a target audience, the use of personal language will make the audience feel
special. By the concrete noun ‘Bristol’ being included within the headline will
connect to the discourse community of Bristolians straight away. Even though
the topic of politics will narrow down the intrigued audience to people informed
with the lexical field of politics, by the article being about ‘Bristol City
Council’ could appeal to a wider audience of all Bristol residents as it could therefore
affect them. This political power the article gains within the headline will
make people want to read on and find out how this issue will affect them. This
power is also obtained via the political party ‘Labour’ being included at the
start. This is different to the ‘YouGov’ website which does not address a
specific audience within its title therefore will appeal to a wider audience.
This implies that the website is more desperate and in need of an audience as
the audience’s participation is needed and the audience does not have to engage
with the article. The purpose of the article and website could also effect this
as the online article is to inform the audience and the website is to persuade
the audience to express their view.
