English A: language and literature – Standard level – Paper 1

Name: Time: 45min

Instructions to candidates
 Do not open this examination paper until instructed to do so.
 Write a guided analysis of text A
 Use the guiding question or propose an alternative technical or formal aspect of the text to focus
your analysis.
 The maximum mark for this examination paper is [20 marks].
Text A
Write a guided analysis of the following text.

Guiding question:
How do text and image work together to shape meaning in the advertisement?

Oliviero Toscani's images for the brand's spring/summer 2018 campaign, United Colours of Benetton.
Source: https://www.vogue.co.uk/gallery/oliviero-toscani-benetton-art-director-interview

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Scaffold
The Big 5
Audience / purpose - Whom does the text target? What does the author wish to achieve through the text?
Content / theme - What is literally ‘happening’ in the text? What is it about? What are the main ideas of
the text?
Tone / mood - How does the text make you and/or the target audience feel? Describe the atmosphere of
the text.
Stylistic devices - How does the author use language to convey a sentiment or message? What kinds of
linguistic tools does he/she employ?
Structure - How is the text organized, literally (i.e. layout/formatting)? What kinds of structural elements
of a particular text type do you see?

Generic scaffolding questions to scaffold analysis of photographs:

What kind of image is it? Fashion, landscape,
documentary, sports, advertising, portraits or art?
What is in the picture?
How is the picture space structured? Can you split
the picture in foreground and background?
Have the picture a main subject? If so, which?
What objects or people are in the picture? What
are they?
How are people dressed? What do their gestures
and expressions tell you?
Where in the pictorial space are they?
Do they have contact with each other, someone
outside the picture or the viewer?
Space for planning:
Is there any part of the image that attracts your
attention? Something your eyes constantly
returns to?
What colors are in the photograph? What colors
dominate the picture?
What kind of mood does the picture create?
Is the picture planned or random?
What kind of message does the picture give you?
What role does the composition of the picture
have for the message?
Who is the picture for?
What does the photographer want you to see?
Are there any symbols in the picture?
What do they symbolize?

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The following image and supporting text is used to talk about a relevant societal issue. The
main purpose of this advertisement is to support the LGBTQ community. The creator of this
advertisement doesn't seem to have a particular target audience in mind. He uses various
features to make this advertisement impactful. The text and image go hand in hand to
deliver this important social message. 
 
The white background of the image helps highlight the viewer focus on the people. The "t-
shirts" of all the characters seem to be either black or white. Whereas their "bottoms" are
multicolored. The "multi-colored bottoms" are the same colors as the LGBTQ community's
flag. This contrast helps the viewer focus on the characters t-shirts, where some text and
symbols lie. The t-shirts of all the characters in this photograph have some sort of message
in it. The "symbols" that are displayed on the t-shirts are symbols that support the LGBTQ
community. This symbol is used by the LGBTQ community for self-identification and to 
demonstrate unity and pride for who they are. Fashion is a way in which people can show
their true selves and identity. The mis-matched colors "jeans" with a "skirt" help raise the
message about how everyone in the world has the right of expressing themselves freely. 
 
The text that stands out in this image is, "colors don't have gender". This text celebrates the
LGBTQ community for whom they are and how society is willing to accept them. The word
"don't" acts like a pin that bursts all the stereotypes people hold about the LGBTQ
community.  
 
In addition to this, the "gender free community" text is also very impactful. The sharp
contrast in the t-shirt color "black" or "white" and text color "black" or "white"  help the
viewer focus directly on the text. The word "free" suggests how the community is "free" to
be who they want , love whoever they want and be themselves. The word "zone" suggests
how the world is willing to accept them for the way they are. 
 
The composition of the image brings out the symbols of "unity" and "pride". The women
are standing close together holding hands. This is a important symbol of unity. Flowers are
a symbol of celebration and pride and each of the characters in this image. 
 
The text and image go hand in hand. Without each other, they wouldn't have been able to
create an impact. 
 
In conclusion, the creator voices a strong incisive message that everyone is equal no matter
what. The creator has beautifully conveyed this social message by using various impactful
techneqies. The text and image come together hand in hand to convey this message. 

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