English Lit and Lang AS: Comparing texts 23 and 24

Both texts are taken from crisp packets so they share some common features. Each use distinctive graphics to create an immediately recognisable and memorable product image
In the case of Jonathan Crisp, the most striking feature is the caricature image of a sweaty, elderly man with bushy red eyebrows and moustache, later revealed by the text as the 'colonel'
The salty dog packet features a cartoon style drawing of a small dog with the large lettering 'Salty' above and 'Dog' below the drawing, Even before we read the text on each packet in detail, the distinctive characters associated with each product are clearly displayed
For consumers, brand loyalty in important and the packaging of each product achieves immediate recognition. Both packets also depend on the visual humour of cartoon style characters, one human and the other animal, to imply that the products are associated with humour and light heartedness
This humour may enahnce their customer appeal as impulse buys when they are displayed prominently in shops or pubs
Each company also uses the written text and graphological design features to create distinctive product images. Lexical choices creafe brand images that reflect distinctive qualities.Johnathan Crisp produces its product as 'crisps of natural character and salty dog is 'the hand cooked crisps that bite back'
Within each of these noun phrases is an evaluative adjective element - the 'natual' and 'hand cooked'. 'Natural' carries connotations of healthy goodness (as opposed to carrying unhealthy and synthetic ingredients), and 'hand cooked' suggests small - scale production processes in which skilled staff oversee the cooking
The front of each packet displayed prominently the name of the company producing the crips, bur the connotations are very different. The confident flourish of the handwritten signiture 'Johnathan Crisp' serves both as company name and memorable design imahe, but by including the surname 'Crisp' it also creates a strong link between the generic product name and the company name. which is a clever promotional ploy
The salty dog packet is (apparently deliberately) less polished in its design and artwork. Although the packet is readily recognized as containing crisps, the name 'Salty Dog' is not immediately linked with the contents of the packet
Although not immediately

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English Lit and Lang AS: Comparing texts 23 and 24

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