Nowadays, the job of medical caring jobs is undervalued by the society, causing less people willing to apply for the job. In order to raise public awareness of the vital role, nurses play and inspire admiration and respect for the profession, the NHS issued this advertisement on nurse recruitment. Set in the UK, the content is relevant and resonant for a national audience. The audience is primarily directed toward British people interested in care-related jobs, particularly those who might consider nursing as a career. NHS aims to recruit more nurses, using powerful language and imagery to appeal to a sense of purpose and responsibility.
First, the advertisement’s language conveys power and unity, encouraging a collective commitment to healthcare through nursing. By applying the first-person perspective, ‘we’ in the text, over and over, the author emphasizes inclusivity, building a sense of community and unity. It positions the audience as part of a collective effort, suggesting that together, “we” can strengthen the healthcare system. Furthermore, sentences are constructed short, and word choice is simple. In the text, the author structured sentences as ‘we are doing’ to introduce what the nurses are currently doing. By using present continuous tense in repetition, the author is able to emphasize the actions are present and create a rhythm pace, thus giving lasting impression to the audience, making the readers more likely to consider taking the job. The simple diction of verbs, for example, ‘monitoring’, ‘assessing’ and ‘planning’, convey the role and action that the nurses are taking in abstract concepts. The reflection of these concepts foster respect for the profession and presents it as a respected career path. On the other hand, the author introduces who the nurses are, with straight-forward language. The author described the nurses as ‘skilled in medication dedication’, ‘more than a job’, ‘a chest-puffed-out filled-with-pride career’. Readers may feel that they are receiving honest, unfiltered information, which makes the content more persuasive and impactful, achieving the purpose of establishing nursing as a powerful and essential job. Thus, these authorial choices inspire admiration and an emotional response from the audience, motivating the audience to see nursing as a powerful career, aligning with the purpose of enhancing its perception and attracting recruits.
Secondly, in addition to language, the author also applies visual devices to evoke emotional responses and establish a positive, powerful image of nursing. In the background image, very saturated colors are used: red, pink, blue; these colors are also warm. By choosing this kind of bright, saturated and warm color palette, the author is able to convey happiness and positivity to the audience, suggesting that nursing is a fulfilling and rewarding career. This use of color creates an inviting and warm atmosphere, making the role more appealing to readers, thus letting them consider the job. Furthermore, the author selected the nurse and a little girl setting in kindergarten as subject in the image. This choice of imagery evokes sympathy and warmth, appealing to the audience’s emotions and nurturing instincts. Moreover, the author applied a stable composition. From left to right, the text description, little girl and the nurse form three vertical lines, while the title and subtitle form a strong horizontal line. The balanced arrangement of visual elements creates a sense of stability and order for the reader. The strong horizontal line created by the title and subtitle anchors the composition, setting up the powerful theme of ‘we are nurses’ and conveying its purpose of recruiting to the readers. The vertical lines can draw attention to each element individually, guiding the reader’s eye from one subject to the next in a structured sequence, so that the audience can better understand the role of the nurse. This organized layout can make the reader feel grounded and oriented, helping them approach the content with clarity and focus. Through these visual cues, the campaign enhances the appeal of nursing by presenting it as a noble, stable, and emotionally rewarding profession, encouraging the audience to view it as a career choice with both purpose and prestige.
Overall, the advertisement combines simple language with touching visual choices to show nurses as both an essential and fulfilling career. By using simple language, perspective of first person, and emotionally resonant imagery, NHS successfully promotes the role of nurses and elevates the profession’s public perception, demonstrating a strong emotional power of nurse job to the audience. This combination not only demonstrates admiration for nurses but also effectively encourages the audience to consider nursing as a rewarding and respectable job.
Self Mark
Criterion A: Understanding and interpretation
Self-mark score: Level 4
Reason: Demonstrates good understanding of the text, with frequent references to language and visuals, and clear inferences about the ad’s purpose.
Criterion B: Analysis and evaluation
Self-mark score: Level 4
Reason: Good analysis of stylistic and structural features, linking them to the ad’s purpose of portraying nursing as a respected career. More personal
Criterion C: Coherence, focus, and organisation
Self-mark score: Level 4 Reason: Clear, well-organized structure with smooth transitions and effective conclusion. Maybe work on transition between paragraphs.
Criterion D: Language
Self-mark score: Level 3
Reason: Generally accurate and effective, with minor phrasing issues that slightly affect clarity.
Overall self-mark score: Level 4
Peer Mark
Yassen
Criterion A: 5- the writer covers topics in great detail, mentioning both the purpose and origin of the ad. The writer covers everything from color palette to specific sentences from the advertisement.
Criterion B: 5- the writer covers the influence the advertisement has on the reader, and the thoughts conveyed through the advertisement. The writer points out suggestions that the text makes, like the status of being a nurse in an insightful and detailed manner
Criterion C: 5- The text is masterfully structured. By braking it down into two paragraphs, one about the use of visuals and another covering the use of language, the writer makes the text comprehensive and easy to navigate.
Criterion D: 5- the terminology used is appropriate in the given context and works to effectively convey information. The vocabulary overall is varied, unnecessary repetition is avoided, and the tone is appropriate for the task.