Text type 3: Brochure, leaflet, pamphlet

Context, audience, purpose

• The context will usually be set out in the question e.g., the problem to which the
pamphlet is going to propose a solution.
• The audience will usually be pretty clearly defined by how context and purpose are
linked e.g., if the context is the need for healthy exercise among young people and
the purpose is to promote a new sports center, the audience will be … young
people (who may or may not interested in exercise)
• The basic purpose of these text types is publicity and this can be divided broadly
into ‘inform’(e.g.) health information) and ‘promote’ (e.g., selling something) …
although typically both elements are required in different proportions.

Register and tone

• Will use a semi-formal to formal register.

• The tone will tend to be simple and direct e.g., to convey the sense of honest
address.

Conventions

• Will have an engaging tittle, which attracts attention

• Will identify ideas with format techniques such as sub-headings, bullet points,
numbering, etc.
• Will include practical aspects of the brochure like ‘contact us’, or ‘a phone number
and/or an email address.
• Will have a short introduction and a conclusion.

Note: graphic design as such is not marked.

DP English B: Text type expectations. (n.d.). Subscription Websites for IB Teachers & Their
Classes. Retrieved July 1, 2023, from
https://www.thinkib.net/englishb/page/28852/text-type-expectations-

Informative and persuasive writing: text type -

brochure, flyer, leaflet and pamphlet
What are they?
Businesses, clubs, organizations and government bodies use leaflets, flyers and pamphlets
to communicate information. Brochures have a similar function but are longer, running to
several pages. These texts can advertise a service or a product, or draw attention to a
cause or event. One key feature is that they focus on one key theme, idea or range of
products. The information is set out in a simple but attractive format. This encourages the
reader to focus on the key message.
Writing to a specific audience
You should know who you are aiming your brochure/ leaflet/pamphlet at so you can write
your text rom the readers point of view. In deciding to use a leaflet/brochure/pamphlet
to communicate your message, you should ask yourself the following basic questions:
• Who is the audience? What special interest do they have in your information,
service or product?
• What does the audience want to know? What are your readers concerns?
• What does the audience already know, and how much more do they need to
know?
Types of texts
The informative text is factual. In it you present facts previously unknown to the
audience, and it attracts readers by satisfying curiosity. For example:
• a health authority explains how its services work
• a new school club introduces itself: what it does, when and how frequently the
members meet.
A persuasive text uses reasoned argument. You have to present information and convince
the audience to reach certain conclusions, for example to ask readers change their
behavior by using or buying certain products. This could be:
• a leaflet by a medical practice on healthy lifestyles
• a leaflet from a shop or business asking the audience to buy its products.
Instructional texts ask people to take certain actions. They may be used to give advance
warning o. a problem. These are used by authorities to direct and control activities, such
as in emergencies. Alternatively, an instructional pamphlet will give clear steps about how
to solve a problem. For example:
• what to do in case o. a power shortage
• how to apply for a place at university.
Also, some leaflets/pamphlets/brochures will use a mixture of information, persuasion
and instruction.

Let’s analyze the poster

Sample A Sample B
Subject of the matter
Purpose of the text
Role of the author of the text
Target audience
Use of language
Use of layout and structure
Other comments

Reference:
Kawther et al. (2014). English B for the Diploma. Oxford University Press. United Kingdom.