SLIDE 1

Indtroduce the page

SLIDE 2

Read through the focus topics

SLIDE 3

 COMMUNICATIVE PURPOSE = To persuade and encourage potential customers to

take a specific action (purchase an instrument, accessory,...), to promote the
company’s products, to increase brand awareness, to educate visitors about their
properties of their instruments as well as the history of the company
 GENRE = A woodwind instrument manufacturer website
 DESIRED AUDIENCE = professional players, music schools wanting to buy instruments
for their students, parents wanting to buy an instrument (or an accessory) for their
children, beginner players, visitors interested in the history of their instruments/the
brand
 MULTIMODAL FEATURES – zapnout stránku, ukázat homepage a klarinetovou stránku,
přepnout zpět
o minimalist, organised, interactive layout, pale colours and simple fonts,
images are striking but for searching purposes or later for aesthetic purposes
 USE OF PERSUASIVE TECHNIQUES AND LANGUAGE TO EXCITE AND DELIGHT = pairing,
call for action, establishing credentials, terminology, etc.

SLIDE 4 (DIVINE intro) – MOST EXPENSIVE CLARINET

Read the layout, open the website and show – Zigzag layout of text and images, return to
presentation

SLIDE 5 (DIVINE – beg part)

Logo on the upper left part, on the upper right part the social media links (usually they are on
the bottom – might care about their social media presence)

Name of the model in big but simple font

In different colour soliciting response (FIND A DEALER)

Picture of the whole clarinet + shows all the keys

SLIDE 6 (DIVINE – 1st text part)

Picture on the left part, details of the instrument, serves no purpose but visual

Pairing – RESEARCH AND DEVELOPMENT (brand personality – caring about moving forward
with an instrument that has been established long time ago)

Corporate „we“ – encoding participants, exclusive WE, not that frequent

Mentioning the product name – very frequent feature, PRODUCT CENTRIC (the texts are
rather impersonal)
 Musical terminology – frequent feature

SLIDE 7 (DIVINE – 2nd text part)

Again picture on the right side of a detail of the clarinet model, NO RELATION TO THE TEXT, in
fact the opposite (bore not pictured, barrel not pictured)

Mentioning another model name = refering to a cheaper model

Musical terminology = only professionals will appreciate that

Positive vocabulary = frequently adjectives or adverbs

Offering a solution

Pairing = also alliteration

Element of logos – facts

SLIDE 8 (DIVINE – 3rd text part)

Picture detail NO RELATION TO THE TEXT, (no tone-holes pictured, no metal rings, not the
correction key)

Musical terms = mostly terms concerning clarinets

Model names mentioned

Problem solution = words eliminating prone to crack, correction

Tripling

SLIDE 9 (DIVINE – 4th text part)

Pairing, positive vocab (noun evolution – brand personality), mentioning brand a product
name)

Encoding participants = the reader, the customer (mostly in 3rd person)

Contrast – enhance x destabilizing, step forward x history

SLIDE 10 – two clarinets

Just show, they offer more types of models and skip

SLIDE 11 – DIVINE – technical specifications

Factual information about the instrument

SLIDE 12 – DIVINE – Artists

Establishing credentials = showing that professionals use their instruments, inspiring people
to buy the model as well to also play as well as a professional

SLIDE 13 – DIVINE – Accessories

At the bottom just to redirect customers to buy other necessary things

SLIDE 14 – DIVINE – map

 Call for action = showing you a map and letting you contact the dealer

SLIDE 15 – TOSCA – layout

Layout the same

SLIDE 16 – TOSCA – beg page

Mopane wood = unique selling point (not standard, usually black grenadilla wood)

SLIDE 17 – TOSCA 1st text page

Opening hook in the form of a rhetorical question, directly addressing the reader (not usually
on this website), followed by an idiom

Tripling

Positive vocabulary

Unique selling point mentioned again – the punchline

SLIDE 18 – TOSCA 2nd text page

PICTURE CORRESPONDS WITH THE TEXT – hues and silver, nickled and gold plated
keys

Tripling, musical terminology, exclusive corporate „we“, positive vocabulary

SLIDE 19 – TOSCA 3rd text page

USP, positive vocabulary, pairing, offering a solution (without saturation), musical terminology

Repetition/tripling of form

SLIDE 20 – RC prestige

Possible USP – most types of tuning in the same model

SLIDE 21 – RC beg

Same layout

SLIDE 22 – RC 1st text

Mentioning the model name, positive vocabulary, pairing

Alliteration = acoustic and aesthetic

Repetition = the word carefully = brand personality

SLIDE 23 – RC 2nd text

Pairing, musical terminology, positive vocabulary, mentioning the brand name

Establishing credentials = definite particle + the company name and expertise = brand
personality of known experts
 Offering solution = limit the risk

Alliteration = assembled and adjusted

Brand personality = carefully, precision

SLIDE 24 – E12F

SLIDE 25 – E12F – beg

Layout same but with a hyperlink to more information about Martin Frost foundation

SLIDE 26 – E12F 1st text

Pairing, model name, positive vocab, exclusive corporate „we“

Tripling, musical term

Encoding the possible read

Offering a solution = extra pockets (implies usually not enough pockets)

SLIDE 27 – E12F 2nd text (TSHIRT)

Corporate „we“, brand name, encoding the reader

Offering incentives to certain customers

Ellision = omitting personal pronoun „they“ (the customers)

SLIDE 28 – Pocket clarinet

SLIDE 29 – pocket clar beg

SLIDE 30 – Pocket clarinet 1st text

Image the entire clarinet (showing that it is small)

Model and brand name, positive (connotation) vocab, musical term, encoding the reader,
tripling

Offering a solution = enable – before they werent able to

Pairing = research and development = brand personality of innovating company

SLIDE 31 – Pocket clarinet 2nd text

Model name, pairing, musical terms, encoding the customer

Passives

Brand personality = particular care (precise and carefull)

Imaplicature = the children will keep playing and graduate to another model (which you will
also buy from us)

SLIDE 32 – Pocket clarinet 3rd text (FINAL SLIDE)

 Musical term, model name, tripling

Imperative = addressing the reader (download)

Call for action = via text and the qr code

SLIDE 33 – SOURCES

SLIDE 34 - THANKS