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Responding to change (a2 only)
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Organisms respond to changes in their internal and external environments (a-level only)
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Britain & the wider world: 1745 -1901
1l the quest for political stability: germany, 1871-1991
The cold war
Inter-war germany
Medieval period: 1066 -1509
2d religious conflict and the church in england, c1529-c1570
2o democracy and nazism: germany, 1918-1945
1f industrialisation and the people: britain, c1783-1885
1c the tudors: england, 1485-1603
2m wars and welfare: britain in transition, 1906-1957
World war two & the holocaust
2n revolution and dictatorship: russia, 1917-1953
2s the making of modern britain, 1951-2007
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English Language
5 Dec 2025
132
2 pages
Aleksandra Golowska @hola_soy_ola
Ever wondered why adverts are so persuasive? Understanding how language works in advertising reveals the clever techniques companies... Show more
You encounter advertising everywhere - from social media feeds to billboards - and it's designed to do much more than just inform you about products. Power in discourse refers to how language itself becomes a tool of influence in these situations, whilst power behind discourse looks at the deeper social and economic reasons why companies choose specific messaging strategies.
Ideology plays a massive role here - it's basically the set of beliefs and worldviews that advertisers want you to adopt. When you see an advert, you're not just being shown a product; you're being positioned as an ideal reader who should share certain values and ways of thinking about the world.
Advertising has become one of the most powerful forces shaping modern life. It creates projected worlds that seem appealing and invites you to become part of them by purchasing products that promise to enhance your lifestyle.
Key insight Dyer (1982) noted that advertising reflects our capitalist economy - it encourages private ownership of goods whilst simultaneously driving economic prosperity for nations and businesses.
Advertising isn't just about selling products - different organisations use it for various purposes that directly affect your daily life. Charities use adverts to collect funds and attract volunteers, whilst government campaigns (like 'Hands, Face, Space') focus on public health and safety information.
Commercial companies obviously want to sell goods and services, but they're also trying to change your attitudes and create new desires. Meanwhile, schools and universities use advertising to inform you about courses and career opportunities, and political individuals use it to promote their agendas and events.
Fairclough's model gives you three key tools for analysing how power works in adverts. Synthetic personalisation creates fake relationships between you and the brand, making you feel personally connected to companies you've never actually interacted with.
The model also examines how adverts create specific images using visual and verbal clues, then position you as the perfect consumer who should buy into both the product and its underlying ideology.
Analysis tip Look for how adverts try to make you feel like they're speaking directly to you - this synthetic personalisation is one of their most powerful techniques.
Our AI Companion is a student-focused AI tool that offers more than just answers. Built on millions of Knowunity resources, it provides relevant information, personalised study plans, quizzes, and content directly in the chat, adapting to your individual learning journey.
You can download the app from Google Play Store and Apple App Store.
That's right! Enjoy free access to study content, connect with fellow students, and get instant help – all at your fingertips.
5
Smart Tools NEW
Transform this note into: ✓ 50+ Practice Questions ✓ Interactive Flashcards ✓ Full Mock Exam ✓ Essay Outlines
Explore key concepts in A Level English Language focusing on Language and Power. This comprehensive summary covers Grice's Maxims, Brown and Levinson's politeness theory, and Fairclough's categorization of power types. Ideal for students seeking to understand the nuances of communication, power relations, and speech analysis.
English LanguageExplore in-depth comparisons of Bram Stoker's 'Dracula' with key Gothic texts such as 'Frankenstein', 'The Bloody Chamber', and 'Wuthering Heights'. This analysis highlights themes of ambition, naivety, gender roles, and the supernatural, providing insights into character dynamics and narrative techniques. Ideal for students studying Victorian literature and Gothic fiction.
English LanguageExplore the contrasting use of Gothic elements in Bram Stoker's 'Dracula' and Angela Carter's 'The Bloody Chamber'. This analysis delves into how both authors create suspense and terror through their settings, character perspectives, and themes of female empowerment versus suppression. Ideal for students studying Gothic literature and its societal implications.
English LanguageExplore the concept of discourse communities in professional settings, focusing on shared goals, communication styles, and the impact of language on power dynamics. This summary covers key theories by John Swales and Drews & Heritage, highlighting the implications of language use in workplace hierarchies and social media. Ideal for A-Level English Language students seeking to understand language analysis and its relevance in professional roles.
English LanguageExplore how occupation influences language through jargon, acronyms, and neologisms. This summary covers key concepts such as discourse communities, professional lexis, and the impact of specialized terminology on communication. Ideal for A Level English Language students studying the intersection of language and occupation.
English LanguageExplore the poem 'Litany' through a detailed analysis of its themes, language techniques, and cultural context. This study note includes quote breakdowns, key messages about gender roles and materialism in the 1960s, and comparisons with other works. Ideal for students studying literature and gender studies.
English LanguageApp Store
Google Play
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
Aleksandra Golowska
@hola_soy_ola
Ever wondered why adverts are so persuasive? Understanding how language works in advertising reveals the clever techniques companies use to influence your thoughts and spending habits. This knowledge helps you become a more critical consumer whilst also showing how power... Show more
Access to all documents
Improve your grades
Join milions of students
By signing up you accept Terms of Service and Privacy Policy
You encounter advertising everywhere - from social media feeds to billboards - and it's designed to do much more than just inform you about products. Power in discourse refers to how language itself becomes a tool of influence in these situations, whilst power behind discourse looks at the deeper social and economic reasons why companies choose specific messaging strategies.
Ideology plays a massive role here - it's basically the set of beliefs and worldviews that advertisers want you to adopt. When you see an advert, you're not just being shown a product; you're being positioned as an ideal reader who should share certain values and ways of thinking about the world.
Advertising has become one of the most powerful forces shaping modern life. It creates projected worlds that seem appealing and invites you to become part of them by purchasing products that promise to enhance your lifestyle.
Key insight: Dyer (1982) noted that advertising reflects our capitalist economy - it encourages private ownership of goods whilst simultaneously driving economic prosperity for nations and businesses.
Access to all documents
Improve your grades
Join milions of students
By signing up you accept Terms of Service and Privacy Policy
Advertising isn't just about selling products - different organisations use it for various purposes that directly affect your daily life. Charities use adverts to collect funds and attract volunteers, whilst government campaigns (like 'Hands, Face, Space') focus on public health and safety information.
Commercial companies obviously want to sell goods and services, but they're also trying to change your attitudes and create new desires. Meanwhile, schools and universities use advertising to inform you about courses and career opportunities, and political individuals use it to promote their agendas and events.
Fairclough's model gives you three key tools for analysing how power works in adverts. Synthetic personalisation creates fake relationships between you and the brand, making you feel personally connected to companies you've never actually interacted with.
The model also examines how adverts create specific images using visual and verbal clues, then position you as the perfect consumer who should buy into both the product and its underlying ideology.
Analysis tip: Look for how adverts try to make you feel like they're speaking directly to you - this synthetic personalisation is one of their most powerful techniques.
Our AI Companion is a student-focused AI tool that offers more than just answers. Built on millions of Knowunity resources, it provides relevant information, personalised study plans, quizzes, and content directly in the chat, adapting to your individual learning journey.
You can download the app from Google Play Store and Apple App Store.
That's right! Enjoy free access to study content, connect with fellow students, and get instant help – all at your fingertips.
5
Smart Tools NEW
Transform this note into: ✓ 50+ Practice Questions ✓ Interactive Flashcards ✓ Full Mock Exam ✓ Essay Outlines
Explore key concepts in A Level English Language focusing on Language and Power. This comprehensive summary covers Grice's Maxims, Brown and Levinson's politeness theory, and Fairclough's categorization of power types. Ideal for students seeking to understand the nuances of communication, power relations, and speech analysis.
English LanguageExplore in-depth comparisons of Bram Stoker's 'Dracula' with key Gothic texts such as 'Frankenstein', 'The Bloody Chamber', and 'Wuthering Heights'. This analysis highlights themes of ambition, naivety, gender roles, and the supernatural, providing insights into character dynamics and narrative techniques. Ideal for students studying Victorian literature and Gothic fiction.
English LanguageExplore the contrasting use of Gothic elements in Bram Stoker's 'Dracula' and Angela Carter's 'The Bloody Chamber'. This analysis delves into how both authors create suspense and terror through their settings, character perspectives, and themes of female empowerment versus suppression. Ideal for students studying Gothic literature and its societal implications.
English LanguageExplore the concept of discourse communities in professional settings, focusing on shared goals, communication styles, and the impact of language on power dynamics. This summary covers key theories by John Swales and Drews & Heritage, highlighting the implications of language use in workplace hierarchies and social media. Ideal for A-Level English Language students seeking to understand language analysis and its relevance in professional roles.
English LanguageExplore how occupation influences language through jargon, acronyms, and neologisms. This summary covers key concepts such as discourse communities, professional lexis, and the impact of specialized terminology on communication. Ideal for A Level English Language students studying the intersection of language and occupation.
English LanguageExplore the poem 'Litany' through a detailed analysis of its themes, language techniques, and cultural context. This study note includes quote breakdowns, key messages about gender roles and materialism in the 1960s, and comparisons with other works. Ideal for students studying literature and gender studies.
English LanguageApp Store
Google Play
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
Sociology