This sentence is in the strapline and it gives a brief overview of what is in the story and encourages readers. Key words of ‘The Guardian’ show the readers’ interests. “May 3 poll date”, and “Labour” proves that most of the readers are concerned about politics. I think this is because it is close to the election date, so the newspaper gives the public an update of what the Government are doing, helping them to choose for their vote. Compared with this, ‘The Daily Mail’ rarely uses incomplete sentences; “… we are asking our magnificent readers to contribute to… ”
This is the only incomplete sentence but it is used to give an insight of what is yet to come. The elipsis shows that there is more of the sentence to come and prepares the reader for the request to donate to the aid appeal. Emotive language is used in ‘The Guardian’ to help the reader relate to the story and feel emotional; “There will be many tears around the British countryside… Our farms should be starting to jump with life with new-born lambs. Instead many will feel that their farms are simply ‘dead’. ” The reporter does not use this, but he has quoted Ben Gill as he is biased.
This helps the reader understand the story and how it is affecting everyone. Juxtaposition is used contrasting newborn animals with ‘dead’ farms. This creates a shocking atmosphere as it shows that the disease is ruining spring, by stopping the lambs from jumping with life. Statistics are used in ‘The Guardian’ to prove a point; “… the number of animals killed under the existing measures rose to more than 219,000… the figure in Dumfries and Galloway at 200,000 sheep in 500 farms… ” This is used as evidence for the ‘foot and mouth’ story.
It helps the reader understand how many animals are being killed because of the disease. ‘The Guardian’ uses some complex language; “… to take draconian action to kill epidemic coincided with his own plans. ” This indicates that people who read this newspaper have a high level of education, as this paper is more difficult to understand. Pyramid writing is used in the ‘foot and mouth’ story. The most interesting and latest facts are at the beginning. This is because everyone will read the headline, 70% will read the introduction, but only 50% will carry on reading.
Key words in ‘The Daily Mail’ give an insight of what the newspaper is going to include in their stories. “Britain’s farmers” and “rural heritage” indicate that readers of ‘The Daily Mail’ are interested in. Along with these key words and the font of the newspaper’s name suggests that it is a traditional newspaper. ‘The Daily Mail’ uses some language in its story that ‘The Guardian’ would not use. The reporter says that the “old ewe” was as “good as gold” leading the flock into the pen where the “slaughter commenced”.
The clichi?? is used to attract attention and suggests that the ewe, being described is an innocent animal, is always good and helps the farmer. However, sympathy is shown for the farmer as the newspaper uses cold words in the article. Slang is also used in ‘The Daily Mail’; “… he could only give her a fond final stroke on the nose before the bolt of the slaughterman’s gun did its business. ” This creates a depressing atmosphere, as the emotive language makes the reader feel sympathetic towards the farmer and the sheep.
The newspaper could feel that this is important as it will help the readers to feel more supportive and perhaps contribute to the ‘Farm Aid Appeal’. A mixture of tenses is used in ‘The Daily Mail’. The story starts in past tense, and then changes to past perfect where it uses “… she had led… ” Then near the end of the story on the first page, present tense is used. The variety of tenses could be used to have a more dramatic effect on the readers. The layouts of the two newspapers are quite different. ”The Guardian” is a large paper and has room for plenty of writing.
There is approximately between 1,500 and 2,000 words on the front page. This immediately suggests that the people who buy this paper are keen to read and have time to read the news in detail. The main story is set so that it fills the top half of the paper. The headline is small and bold, so it still stands out. As it only takes roughly less than 10% of the page, it suggests that the readers are more interested in the story’s detail. ‘The Guardian’ has a few different straplines. One is at the top, which is likely, to be read first, suggesting that its readers’ are interested in world history.
The main strapline is larger and directly under the newspapers name. There are two photographs and one picture of the magazine that is included. One photograph is of Kevin Costner, the “All-American peacenik”, who is giving a political point of view, and the other is of Polly Toynbee who has a different point of view on “sneerers”. This suggests that the readers of ‘The Guardian’ are interested in reading about other points of view as well as political. ‘The Daily Mail’ uses the whole of the front page to focus on the ‘foot and mouth’ crisis.
There is a large strapline at the top including a photograph of lambs. This photograph will attract attention, as it is an emotional photograph. The lambs are newborn, but are likely to be killed. There is a larger picture in the bottom-left corner of ‘The Daily Mail’ of the farmer the newspaper is focusing its story on. The photographs are laid out like this because when a person reads they go from top to bottom and from left to right automatically. The photograph in ‘The Guardian’ is in the middle of the article.
It is posed as the sheep and lambs, farmer and sheepdog are all looking at the camera. This makes the photograph more emotional along with the caption; “Triplet lambs born yesterday on a farm Longtown in Cumbria. Though healthy, they are destined to be culled under the Government’s new action plan. ” Emotive language is used and there is contrast between lambs being born and lambs being killed. This makes the reader feel pity for the sheep as even though they are healthy, they are going to be killed and the readers are unable to do anything about it.
This caption also criticises the Government’s new plan because it is saying that it is because of them that the healthy animals are being killed. The caption for the photograph on ‘The Daily Mail’ is also emotional; “Tears of grief and anger: Farmer Leyland Branfield yesterday” This is not as emotional as ‘The Guardian’ because it is a photograph of the farmer. The photographs of the lambs are more emotional. However, along with the photograph it does come across to the reader as emotional. The by-line of ‘The Guardian’ is very small and does not seem to be of much importance;
“Paul Brown Environment correspondent. ” The name of the reporter is in bold with his job in fine text. “Environment correspondent” is mentioned in the by-line to show the readers that he has background knowledge and can write a story that he knows about. This is important to the readers as they will know that they are reading facts about the ‘foot and mouth’ disease. In ‘The Daily Mail’, the by-line is quite different; “By Robert Hardman on Dartmoor” There is a photograph of the reporter, which makes it seem personal.
The by-line does not say what his job is, but says where he is. This shows the readers that the reporter is explaining what he sees and what he feels. There is an advertisement in ‘The Guardian’ in the bottom-left corner. It is tall and is about a trip to Copenhagen. This is not really the place people would go for a holiday, so this suggests that, because stereotypically, business people read ‘The Guardian’, it is a business trip. There is also no information on family tickets or trips for children, so this proves that it is aimed at professional people.
In conclusion, I think that ‘The Daily Mail’ seems to be more effective at attracting readers. It has larger pictures and headlines which attract the reader if what they see is something they are concerned about. However, ‘The Guardian’ is also effective at attracting readers as the newspaper focuses on politics and interests people who are concerned about the Government. Both newspapers are effective in presenting information, although ‘The Daily Mail’ would probably appeal to people more than ‘The Guardian’. There is less writing in ‘The Daily Mail’ and it is easier to understand.