Above is a copy of the leaflet that in the past was posted to people along with their new passports. The leaflet informs the reader about things they need to know before they go on holiday and particularly focuses on travel insurance and how important it is to make sure the travel insurance policies provide certain things (such as medical bills, bringing bodies home in the event of a death and bringing family home in the case of an illness/injury).
In the leaflet, many language levels and graphology features are used to enforce the idea that the leaflet is important, official, and that the office that made it have power.
Firstly, on the front page of the leaflet (the middle section of the photo above), a large, zoomed-in photo of a passport is displayed to highlight what the text is about. And there is also a bold title ('CHECKLIST FOR TRAVELLERS') which is in capitals and in a different font to the rest of the text on that page. This draws the readers attention to the front cover and makes them read the title so they know exactly what the leaflet is about and that it is trying to help the reader. On the front cover there is also a logo for the 'Foreign & Commonwealth Office' which is the office that sent and produced the the leaflet. The font used for this logo inserts the idea of the authority and that the office is official. The logo itself includes a lion, unicorn and a crown, which enforces the idea that it is British and that they are powerful. This logo is also repeated on the back cover of the leaflet (the left section of the leaflet), which enforced even further that they are powerful and can assert authority. The repetition of the logo also reminds the reader of the formality and important of the text.
Next, on the right hand section of the leaflet, there is a 'checklist for travellers', with a sub-heading of 'KNOW BEFORE YOU GO'. This phrase rhymes and so is easy to remember and light-hearted, which makes the the text a bit more personal. Underneath the sub-heading is a bullet-pointed list. Listing the information in bullet-points breaks the text down and makes it easier for the reader to read as it looks like less writing than if the text was written in one big bulky paragraph. The beginning of every point in the list starts with either 'check, get, or tell', which are all imperative verbs which means that they give orders, these make the reader realise the importance of the orders and information that are given. In one of the points, there is a website address which included '.gov.uk'. This implies that the website given is government run, official and trustworthy, which makes the reader think that they should follow the information given by the website and leaflet.
Finally, on the back page of the leaflet (the left side of the photo above), there is an advertisement advertising travel insurance from Halifax.This is a carefully placed advertisement because the leaflet focuses a lot on travel insurance, and then features an advertisement guiding you in the direction to get travel insurance, making it easier for the reader and more likely that the reader will get travel insurance. On the advert is the question 'Want to save money on your travel insurance?' which implies that Halifax assumes that the reader is going to get travel insurance anyway, so they will help them get it for a cheaper amount. Also, having a Halifax advertisement on the leaflet suggests to the reader that the government approve of the company and it seems like they are almost recommending Halifax (even though in reality Halifax's advert probably got picked over other company's adverts because Halifax offered to pay the government the most money).
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