Bhatia’s Three Level Analysis

“View the chronological development of the field in terms of three main phases, each one highlighting at least one major concern in the analysis of written discourse.” (Bhatia, 2004, p. 3)

What does this mean?

The three levels of analysis are:

1. First phase – Textualisation of lexico-grammatical resources

2. Second phase – regularities of organisation of discourse

3. Third phase – highlighting contextualisation of discourse

(Bhatia, 2004)

Textualisation includes the observation of functional adjectives, which Bhatia identifies for advertising texts is: “(Determiner) (Adjective) (Adjective) (Adjective) ... Head (Qualifier)”. For which he uses the following example: “The world’s smallest and lightest digital camcorder that’s also a digital still camera.” Textualisation also analyses statements, facts and the use of pronouns, such as ‘we’ and ‘you’ in institutional text (Bhatia, 2004 p.6).

The organisation of discourse looks at the flow and structure of the text. It should answer the six ‘wh’ questions: why, what, where, who, when and how (Bhatia, 2004).

Contextualisation of discourse considers purpose, audience, socio-cultural aspects and context (Bhatia, 2004).

Who should use this model?

Bhatia’s three level model (2004) should be considered by a writer of promotional texts including promotional letters such as a project proposal. It could also be considered by someone analysing such documents.

How should the model be used?

The use of adjectives should be used to describe the product or service, in particular highlighting points of difference, such as in the above example by Bhatia (2004). Using pronouns such as ‘we’ and ‘you’ gives the reader a clear message of what ‘we’ (proposing firm) are providing the ‘you’ (them/potential customer).

The six ‘wh’ questions (mentioned above) can be used as a guideline or checklist to ensure the text is fulfilling all its requirements. Hatton (2007) however suggest a structure which includes only three of the questions, which are:

• Why – What is the problem and what are the benefits?
• How – What is the proposed approach or solution?
• Why – Why should the proposed solution be chosen?

Contextualisation of discourse according to Bhatia (2004) considers: purpose, product, practice and players. This should focus the writer of promotional texts to focus on ‘why’ they are writing the text, and ‘what’ they want it to achieve. This further allows the writer to identify their target audience, depending on their product or service. Certain aspects of contextualisation of discourse overlap with the other levels.

Why use the model?

Using both Bhatia’s (2004) ‘wh’ questions and Hatton’s (2007) structure a well rounded project proposal can be established. The ‘wh’ questions focus predominately on promotional texts, where as Hatton (2007) builds the structure for the proposal.

In fact I propose that Bhatia’s (2004) questions can be inserted into Hatton’s (2007) structure:

• Why – What is the problem and what are the benefits?
• What - is the problem?
• Where – is the problem?
• How – What is the proposed approach or solution?
• Who – has a solution?
• How – will it work?
• Why – Why should the proposed solution be chosen?
• Why – should it be chosen?
• When – proposed timing
  
  

This structure would need to be adapted depending on the product or service.

All three levels of analysis highlight objectives of promotional writing, by following such a structure the writer can be assured to be on track with the aim of their writing.

For a writer of promotional texts it would be advised that they consider the third level first –identifying the purpose, audience, etc. The second level, the ‘wh’ questions should be considered next, they will give more direction as to what the text should consist of. Hatton’s (2007) structure should also be taken into consideration at this point. Finally the first level should be taken into account, ensuring that adjectives are being used effectively and the structure of the sentences re-enforces the overall message and mood of the text.

Throughout this blog entry I have used four of the ‘wh’ questions, using Hatton’s (2007) structure and the adapted sub-‘wh’ questions by Bhatia (2004). Six were not used as it wasn’t relevant to promote this theory. By using the questions and the structure I hope to have successfully given an outline on Bhatia’s (2004) Three Level Analysis.

References:

• Bhatia, V.K. (2004) Worlds of Written Discourse: A Genre-based View. London: Continuum.
• Hatton, A. (2007) The Definitive Business Pitch. London: Prentice Hall.