GRADE NINE ENGLISH LANGUAGE ARTS
Unit Six: Exam Review
Model Media Text Responses
1. What is the purpose of each text? How do the elements used in each text help achieve these purposes?
Media texts are always created with a specific purpose in mind. The purpose of both the Greenpeace and
ConocoPhilips ads is to persuade viewers in some way. The Greenpeace ad persuades viewers to take action
against global warming, while the ConocoPhillips ad persuades viewers to believe that the company cares about
the environment. Both ads employ use of strong visuals, company logos, and text. The Greenpeace ad features
an image of a polar bear that is gradually melting away into what appears to be a black bear. This image is
persuasive because it reminds the reader that global warming will likely result in the loss of different species,
much like how the polar bear in the picture seems to be slowly fading away. The ConocoPhillips ad features an
image of a parent and child viewing stars through a telescope in the desert. This image is persuasive because it
implies that ConocoPhillips cares about preserving the environment (represented by the clear night sky) and
providing a better world for future generations (represented by the parent and child). Both media texts also
feature use of logos which is persuasive because it forces the person viewing the ads to associate the messages
communicated with a specific organization or company (Greenpeace and ConocoPhillips, in this case). Finally,
both ads feature text to provide more information than can be discerned from the visual alone. The Greenpeace
ad, for instance, uses statistics to persuade viewers to take action, stating that “one out of four living species will
become extinct” as a result of global warming. The ConocoPhillips ad uses descriptive language to persuade
viewers that their coal-converting process is both “clean” and “efficient.” They also make an obvious attempt to
win over parents and families, specifically, in stating that the company is working to explore new sources of
energy so they can “pass on what matters” (information on preserving the environment) “to the ones who
matter most” (future generations). Clearly, both ads effectively employ various elements of media texts in
persuading viewers to take action or believe something.
2. Who is the target audience of each text? How do the elements used in each text appeal to each audience?
Media texts are always created to appeal to a certain audience. The target audience of the Greenpeace
is people who care about the environment, while the ConocoPhillips ad appeals to people who have children.
Both ads employ use of strong visuals, company logos, and text in appealing to their respective audiences. The
Greenpeace ad features an image of a polar bear that is gradually melting away into what appears to be a black
bear. This image appeals to people who care about the environment because it highlights an important
environmental issue; the fact that global warming will likely result in the loss of different species, much like how
the polar bear in the picture seems to be slowly fading away. The ConocoPhillips ad, by comparison, features an
image of a parent and child viewing stars through a telescope in the desert. This image appeals to people with
children because it implies that ConocoPhillips cares about preserving the environment for future generations,
which is represented by the parent and child enjoying the clear night sky. Both media texts also feature use of
specific company logos. The Greenpeace logo is familiar and directly associated with environmental preservation
– as such, it will directly appeal to people concerned about environment. Part of the ConocoPhillips logo
describes the company as providing “Energy for tomorrow,” which appeals to people with children because it
suggests the company is concerned about the well-being of future generations. Finally, both ads feature text to
provide more information than can be discerned from the visual alone. The Greenpeace ad uses text to appeal to
people who care about the environment because it features use of relevant statistics, including the fact that
“one out of four living species will become extinct” as a result of global warming. The ConocoPhillips ad uses text
to win over parents and families by stating that the company is working to explore new sources of energy so they
can “pass on what matters” (information on preserving the environment) “to the ones who matter most” (future
generations). Clearly, both media texts effectively employ various elements in order to appeal to specific
audiences.