Brochure writing

Visit Guernsey - a case study

Language
Brochures typically contain many of these linguistic elements:

● Imperative forms are used much more frequently than in most other texts: ‘Visit
the beautiful islands of Guernsey.’
● ‘Action’ verbs - ‘ sail’, ‘bathe’, ‘dance’.
● Strong, even over-the-top, adjectives are used frequently. ‘Breathtaking’,
‘stunning’, ‘mouth-watering’.
● Evocative nouns are used frequently: ‘crown jewels’, ‘carriage ride’.
● ‘Will’ is used sometimes for example ‘You will not be disappointed’, ‘You will enjoy
the holiday of your life.’
● ‘Whether you x or y’ is used as a construction: ‘Whether you love walking on
stunning cliff paths or relaxing in a luxury jacuzzi, you will love this island’. Another
similar construction starts with ‘Whatever’: ‘Whatever you’re looking for, X has the
answer’.
● A brochure text usually has a title and headings for the different sections eg
Things to do, Places to stay, Fabulous meals etc

N.B brochure language tends to be direct and to the point and does not generally include
more formal words typical of essays such as ‘moreover’, ‘therefore’, ‘in addition’, ‘for
example’ or linking phrases like ‘regarding’, ‘as far as x is concerned’ etc, so you should
avoid using these in your text. You should also avoid phrases which can seem quite boring
like ‘you will have the opportunity to’ - use imperative forms instead to make your text more
dynamic

Go to the site: www.visitguernsey.com. Note down the examples of typical brochure

language mentioned above. Note down any other structures you think might be useful.