Critical Language Awareness

Definition

• To be critical when reading, viewing, or listening means to analyse the material to understand what is truly being communicated.
• Advertisements and cartoons often use techniques to influence the audience.

Key Aspects to Watch For

1. Emotive or Manipulative Language

• Emotive language uses strong emotions to persuade people to buy products.
• Images and words are chosen to create feelings such as excitement, fear, or desire.

2. Stereotyping

• A stereotype is a misleading belief about a person or group, ignoring individuality.
• Examples:
  • "All children are noisy."
  • "Women belong in the kitchen."
  • "Strong men don't cry."
• Stereotypes do not reflect reality and can be harmful.

3. Prejudice or Bias

• Prejudice is when people make assumptions about a group without knowing the facts.
• Can be based on race, religion, or politics.
• Creates unfair or negative opinions.

4. Lies and Deception

• Some advertisements lie or mislead to sell products.
• Example: A product claiming "miracle diet pills will make you thin in three weeks."
• Key Question to ask: "Is this really true?"

5. Association

• When two things are linked, making one seem better.
• Example: An advert showing beautiful people using a deodorant, making you believe using it will make you attractive and fun.
• Music and visuals in ads also create positive feelings to influence buyers.