1 Introduction Thesis statement Methodology Delimitation Thesis structure...8

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2 Contents 1 Introduction Thesis statement Methodology Delimitation Thesis structure The concept of genre Defining genre A working definition of genre Analysing genre Sub-genres The IMK-model Summary Web genres Significant features of web documents The home page The four Cs Summary Halliday s Register Model Field Tenor Mode Summary Semiotics Denotation and connotation Relations between text and image Anchorage and relay Image demand and image offer Summary

3 6 Analysis model...42 Analysis Analytical subjects Introduction of the analytical subjects Context Context of the Danish home pages Context of the British home pages Evaluation Medium Multimodality Interactivity Hypertext Evaluation Genre Communicative purpose Communicative purpose in the reading mode Communicative purpose in the navigation mode Move structure The realisation of communicative purposes The four Cs Evaluation Register Analysis of field Analysis of Tenor Analysis of mode Evaluation Analysis of semiotics Images

4 Images on Danske Bank s home page Images on Nordea s home page Images on Jyske Bank s home page Images on Sydbank s home page Images on Spar Nord s home page Image on HSBC s home page Images on Lloyds TSB s home page Images on RBS s home page Images on Barclays s home page Image on HBOS s home page Evaluation Conclusion...92 Summary...95 Bibliography...97 Publications...97 Web pages

5 1 Introduction The introduction of the World Wide Web in 1993 sent a wave of new possibilities through the business world. The importance of Web presence quickly became evident as most companies and organisations utilised Internet technology only a few years later. Owing to a continuously increasing popularity, the World Wide Web is now considered one of the most significant means of communication. The development of the Internet also meant that the discourse communities of the world now had an entirely different medium to consider in addition to genres transmitted through print or speech. As a result of the development of the Internet, the home page soon emerged as an introduction to websites. However, despite the important influence of the Internet, little has been done by discourse communities to explore and analyse the newly emerged web-mediated genres by applying genre models. One part of the business world benefitting from the emergence of the World Wide Web is the banks, since the development of the Internet also entailed that banks could now offer their customers the convenience of online services. Retail banks worldwide soon utilised the possibility of communicating with their current and potential customers by means of an entirely new medium and developed their own websites. Retail banks deal with the general public, and their business includes e.g. accepting deposits from and making loans to a large number of households and providing various services for depositors, including the provision of cash. Retail banks, thus, have a very broad group of receivers to consider when constructing their home pages and websites. Furthermore, the globalisation has affected the banking business. Banks have crossed national borders and many also operate outside their domestic markets, thus, becoming globally integrated. In this relation, two things are interesting in connection with the home pages of retail banks. First of all, it is interesting to examine whether almost 15 years of Web presence has generated sufficient uniformity of bank home pages for them to have acquired genre status. Second, it is interesting to analyse the home pages of Danish and British retail banks with regard to similarities and dissimilarities in genre conventions in order to examine the extent of the uniformity of the home pages. 5

6 1.1 Thesis statement The aim of this thesis is to examine whether the home pages of Danish and British retail banks are uniform to the extent that they can be classified as constituting a genre. A thorough analysis and evaluation of existing content on the home pages, including stylistics, will be executed. A comparative analysis of the home pages will be performed to uncover whether there are similarities and dissimilarities in genre conventions. A range of home pages of Danish and British retail banks, selected as analytical subjects, will function as representatives of retail banks in general. 1.2 Methodology In order to perform a complete analysis of the content of the home pages of the selected retail banks, theories deriving from different analytical aspects will be applied. Thus, theory concerning genre analysis, including web-mediated genres, register analysis and image analysis will be applied. In order to form a foundation of theoretical approach to analysing home pages, this thesis will include theory on genre analysis and provide a thorough account of the concept of genre for the purpose of clarification. Seeing as the Internet is a rather new medium to consider compared with more traditional genres communicated through print or speech, theory on genre analysis will also consider genres communicated using the Internet. An examination of the structure of the home pages will be conducted by applying the theory of move structure. In order to carry out a systematic textual analysis of the home pages for the purpose of establishing common textual traits indicative of same genre membership, this thesis will include theory on register analysis. In order to distinguish clause types on the home pages from the intention of the sentences, an analysis of mood will be followed by an analysis of speech acts. Furthermore, home pages frequently apply images to supplement text, which makes it necessary to include theory on image analysis, in order to carry out a comprehensive analysis of the home pages. After having established the theoretical foundation, an analysis model will be constructed, in which the presented theories have been implemented. The model will form the basis of a thorough analysis of the home pages of the retail banks. Each step of the analysis model will be considered in relation to the home pages. The steps will be treated separately 6

7 and will include a discussion concerning the similarities and dissimilarities revealed by the respective analyses. Thus, the aim of this thesis will be achieved by means of a theoretical part which will conclude with the introduction of an analysis model based on the presented theories. The analysis model will form the basis of a thorough analysis of the home pages, which in turn will lead to a discussion concerning the similarities and dissimilarities revealed. These sections will form the foundation of a well-founded conclusion of whether the extent to which the home pages display similarities and dissimilarities are indicate of them constituting a genre. Thus, this thesis consists of four parts: an introductory part, a theoretical part forming the foundation of the thesis and an analytical part which leads to the final part of this thesis: the conclusion. 1.3 Delimitation The subjects of analytical focus in this thesis are a range of selected Danish and British retail banks representative of retail banks in general. This focus is due to the fact that retail banks deal with the general public. Owing to this sole focus, wholesale banks will be discarded, seeing as they do not conduct business with private individuals. Only five retail banks from Denmark and Britain, respectively, have been chosen as analytical subjects. Focus will solely be on retail banks conducting business on a national level rather than merely on a local level. Thus, only major retail banks in Denmark and Great Britain will be included, regardless of ownership and controlling interest as neither influence the fact that these banks operate on a national level in Denmark and Britain, respectively. Furthermore, only retail banks operating via branches have been considered, and, thus, Internet banks have been discarded. The home page functions as a front page for the entire website. It is the first page, which the receiver will enter when utilising the Internet for bank purposes, regardless of the motive and aim of the receiver for entering the website. Therefore, for reasons of comparison, the home page has been selected as analytical subject, seeing as the home page is a constant part of 7

8 websites, regardless of how additional content on the websites may differ from one retail bank to another. Thus, additional web pages on the website will not be considered in the analysis. Lastly, while home pages may change rather frequently, this thesis will focus on one instance of each home page. Therefore, the analytical subjects of this thesis are the home pages of the retail banks as they appear at the time of writing. Changes to the home pages implemented at a later time than at the beginning of this thesis will not be considered. 1.4 Thesis structure This thesis consists of 13 chapters. Chapter 2 will explore the concept of genre beginning with its definitions, in order to reach a working definition of genre. Genre models by Swales and Bhatia will be presented in order to establish the foundation on which genre is determined. Thus, this chapter will establish the criteria on which it is determined whether the home pages constitute a genre. In this connection, the concept of sub-genre will be introduced, including indicators thereof. Lastly, the IMK-model will be introduced, as this model incorporates additional elements to the genre models by Bhatia and Swales. Owing to the focus of the analysis in this thesis being texts which are web based, chapter 3 will introduce theory on web-mediated genres to account for the significant properties of web documents, including the home page in general. Thus, theories specific to the home pages due to the distinct features of the medium will be presented. Chapter 4 will account for verbal strategies applied to the home pages. A foundation for the analysis of linguistic features and characteristics on the home pages is laid by the introduction of Halliday s register model in this chapter. While chapter 4 will introduce theory, which forms the foundation of an analysis of the linguistic features, chapter 5 will introduce theories by Barthes and Kress & van Leeuwen which will form the foundation of an analysis of the non-verbal features on the home pages. Thus, the concepts of denotation and connotation, anchorage and relay and image demand and 8

9 image offer will be introduced, along with general remarks on the relations between text and image. Chapter 6 will introduce a model for analysis which has been constructed for the purpose of this thesis. The model will incorporate the theories presented in the preceding chapters. Thus, the analysis model will form the foundation of a thorough analysis of the home pages which will be carried out in the subsequent chapters. Chapter 7 will provide the thesis with a short introduction of the retail banks whose home pages are the subjects of analysis. The situational and cultural contexts of the Danish and British home pages will be analysed in chapter 8. Chapter 9 will consider the medium of the home pages. This analysis will consist of an examination of the multimodality and interactivity of the home pages in addition to the hypertext properties. Chapter 10 will analyse the genre status of the home pages by examining the communicative purposes. The realisation of the communicative purposes on the home pages will be analysed by examining the move structure. Halliday's register model is implemented in chapter 11 which will analyse rhetorical strategies in the form of linguistic features on the home pages by examining various textual aspects. While chapter 11 accounts for the verbal strategies applied to the home pages, chapter 12 will analyse the non-verbal strategies applied. Thus, this chapter will analyse the use and function of images on the home pages by examining denotation and connotation, anchorage and image demand and image offer. The final chapter will contain a conclusion on this thesis. 9

10 2 The concept of genre This section will draw on theories by Swales and Bhatia, both of whom are influential in the field of genre analysis. Their theories will form a foundation for the exploration of the concept of genre, including its definition and theories concerning methods for determining and analysing genre. These will be supplied by theories by Frandsen et al, who have constructed a model for analysing communicative texts. 2.1 Defining genre Definitions of genre appear to be quite diverse, ranging from rather broad definitions to attempts at constructing a more specific definition of genre. While the broad definitions attempt to define genre as an overall term or a superordinate label, more specific definitions seek to include means of distinguishing between genres. Martin (1985) offers the following broad definition of genre: Genres are how things get done, when language is used to accomplish them. They range from literary to far from literary forms: poems, narratives, expositions, lectures, seminars, recipes, manuals, appointment making, service encounters, news broadcasts and so on. The term genre is used here to embrace each of the linguistically realized activity types which comprise so much of our culture. 1 Martin s definition is an example of a broad definition of genre, the purpose of which is not to offer a means of distinguishing between genres, but rather to disentangle genre from language use when stating that genres are realised by linguistic means. Martin's definition was constructed during a time when the concepts of genre and register had only recently become disentangled. Register existed as a well-established and central concept in linguistics before considerations were given to the concept of genre. Register is the use of language specific to a particular situation, relationship among the participants and the function of the interaction. 1 Martin, J.R. Process and text: two aspects of human semiosis In: Benson, James D & Greaves, William S.(Eds.). Systemic Perspectives on Discourse, volume 1: Selected Theoretical Papers from the 9th International Systemic Workshop Toronto: Ablex Publishing Corporation:

11 Thus, some linguists seemed to be reluctant to demote register to a secondary position. 2 However, Martin made a three-way distinction in which genres are realised through registers which are in turn realised through language. Thus, Martin's definition of genre is important due to it's distinction between genre and register. 3 The conception of genre as affecting and constraining choice of register has also influenced Swales (1990), who have constructed a more elaborate definition of genre based on five critical observations regarding genre. The first observation made by Swales is that a genre is a class of communicative events"; the latter being defined as an event in which the role of language is both essential and significant. Furthermore, a communicative event comprises four components: the discourse itself, its participants, the role of the discourse in question, and the environment of its production and reception including its historical and cultural associations. 4 The second key observation made by Swales is that the principal criterial feature that turns a collection of communicative events into a genre is some shared set of communicative purposes. Swales argues that placing communicative purpose as the primary determinant of genre membership accords with his view that genres are communicative means of achieving goals. Furthermore, he states that it is also common for a text to have more than one communicative purpose, and thus, texts may have sets of communicative purposes, rather than one single purpose. According to Swales, emphasis on communicative purpose is necessary, seeing as other criteria such as similarities of form or stylistics may complicate disentangling a parody of other genres from genuine genres. 5 This distinction is quite important, seeing as writers of texts can apply characteristics of other genres and thereby, to a certain degree, exploit other genres in order to achieve certain effects or personal intentions. Swales third key observation is that exemplars or instances of genre vary in their prototypicality." He argues that not all examples of a given genre have the same status, seeing as some texts may be more prototypical examples of the genre than others. Therefore, Swales ascribes communicative purpose a privileged status as principal criterial feature of genre 2 Swales, John M. Genre Analysis Cambridge: Cambridge University Press: Martin, op.cit.: Swales, op.cit.: Swales, op.cit.:

12 membership, while other characteristics, such as form, structure and audience expectations, identify the extent to which a text is prototypical of a particular genre. 6 The fourth observation by Swales states that "The rationale behind a genre establishes constraints on allowable contributions in terms of their content, positioning and form." According to Swales, members of discourse communities apply genres as a means of achieving the goals of their community. Therefore, the purposes of a genre are recognised at some level of consciousness by the members of the community. Furthermore, the conventions of a genre are not in a static state; rather, they continuously evolve. Thus, the content, positioning and form of a particular genre may vary over time. 7 The last key observation made by Swales, which contributed to his definition of genre, is that a discourse community s nomenclature for genres is an important source of insight." The rationale behind this observation is that professionals who regularly operate in a given genre have considerably high knowledge of its conventions and will therefore have the greatest expertise in their genre. Therefore, it is the active members of discourse communities who will denominate genres when recognising recurrent rhetorical action in communicative events. 8 The above stated observations regarding genre are not only interesting in connection with a clarification of the concept of genre. The observations also formed the foundation of an influential and elaborate definition of genre A working definition of genre The above-mentioned observations made by Swales were all critical influences on his rather extensive definition of genre, which also formulates his genre model. The wording of the definition is as follows: A genre comprises a class of communicative events, the members of which share some set of communicative purposes. These purposes are recognized by the expert members of the parent 6 Swales, op.cit.: Swales, op.cit.: Swales, op.cit.:

13 discourse community, and thereby constitute the rationale for the genre. This rationale shapes the schematic structure of the discourse and influences and constrains choice of content and style. Communicative purpose is both a privileged criterion and one that operates to keep the scope of a genre as here conceived narrowly focused on comparable rhetorical action. In addition to purpose, exemplars of a genre exhibit various patterns of similarity in terms of structure, style, content and intended audience. If all high probability expectations are realized, the exemplar will be viewed as prototypical by the parent discourse community. The genre names inherited and produced by discourse communities and imported by others constitute valuable ethnographic communication, but typically need further validation. 9 As this definition specifies, Swales proposes a genre model in which the rationale shapes the schematic structure and influences and constrains choice of content and style. As the rationale is the communicative purpose of the genre, the above definition constructs a genre model in which the communicative purpose is realised by the schematic structure which in turn is realised by the rhetorical strategies. 10 The placement of communicative purpose as the principal criterion for determining genre is shared by Bhatia (1993), seeing as variations in communicative purpose may generate a different genre. 11 The below quotation by Bhatia emphasises this conception. To sum up, each genre is an instance of a successful achievement of a specific communicative purpose using conventionalized knowledge of linguistic and discoursal resources. Since each genre, in certain important respects, structures the narrow world of experience or reality in a particular way, the implication is that the same experience or reality will require a different way of structuring, if one were to operate in a different genre. 12 Thus, as the communicative purpose constitutes the principal criterion for determining genre, the communicative purpose of the home pages of the Danish and British banks will also 9 Swales, op.cit.: Askehave, Inger & Nielsen, Anne Ellerup. Webmediated genres a challenge to traditional genre theory Århus: Handelshøjskolen i Århus, Center for Virksomhedskommunikation: 4 11 Bhatia, Vijay K. Analysing Genre: Language use in professional settings Essex: Longman Group Limited: Bhatia, op.cit.: 16 13

14 determine whether the home pages of the Danish and British retail banks are uniform to the extent that they can be classified as a genre. However, as Swales third observation above stated, an analysis of genre necessitates extending the analysis to cover additional characteristics of the home pages. In order to construct a genre model, which will form the basis of a thorough analysis covering all aspects of the home pages, this thesis draws on Bhatia s genre model, which forms the foundation of a comprehensive analysis of genre. 2.2 Analysing genre In order to carry out a comprehensive investigation of a particular genre, Bhatia has formulated a 7-step genre model. These steps are to be applied selectively to an analysis, depending on the purpose of the analysis, the aspect of the genre one intends to focus on, and one s background knowledge of the genre in question. The first five steps all serve the purpose of defining and determining the context of the text, including the situational and institutional contexts. 13 The analysis of the textual context leads to a linguistic analysis. This analysis can be divided into three levels of analysis, all of which are significant to determine genre: 1) the communicative purpose(s), 2) the move structure, and 3) the rhetorical strategies applied. 14 The following will elaborate on these levels. The first level of a linguistic analysis of genre covers the communicative purpose. Communicative purpose can be defined as the reaction(s) the sender intends for, and the receiver expects the text to generate upon the reception of the text by the receiver. 15 The communicative purposes determine the linguistic and visual strategies applied, and any major change in communicative purpose will lead to a change in genre. The communicative purposes of a genre manifest in the text. This first level of linguistic analysis highlights the tactical aspect of conventional language use in the genre. Thus, this level will explain to which purpose the different aspects of the genre are textualised in a particular way. 16 Communicative 13 Bhatia, op.cit.: Frandsen F., Johansen W. & Ellerup Nielsen A. (2002). International markedskommunikation i en postmoderne verden Århus C: Systime: Frandsen et al, op.cit.: Bhatia, op.cit:

15 purpose is also helpful to distinguish sub-genres. 17 A writer can apply certain tactical choices in order to enhance the effectiveness of the writing. These tactical strategies are by Bhatia referred to as strategies and can be categorised as either non-discriminative or discriminative. Non-discriminative strategies do not change the overall communicative purpose of a genre, but exploit genre conventions in order to achieve greater effectiveness. Discriminative strategies vary the nature of the genre significantly and often result in new or additional communicative purposes, thus often introducing a sub-genre. 18 The second level of linguistic analysis covers the move structure of the text. As stated above the communicative purposes of a genre are realised through text. Text is in turn structured in a way to best serve the communicative purposes. This structuring of a given text is by Bhatia called the move structure 19. The rationale behind the theory of move structure is that specialist members of discourse communities appear to be rather consistent in the way they organise the overall message in a particular genre. Analysing the structural organisation of the genre reveals the writers preferred ways of communicating communicative intentions and thereby also communicative purposes. While the first level highlights the tactical aspect of language use, this level highlights the cognitive aspects of language organisation. While each genre has to fulfil its communicative purpose(s), each move in the move structure serves the purpose of fulfilling a communicative intention. The communicative intentions of a text are always subservient to the overall communicative purposes of the genre and serve the purpose of fulfilling the communicative purposes. 20 A move in text can be defined as part of a text, the content of which serves the purpose of fulfilling a particular communicative intention. 21 Changes in the move structure of a text can cause a change in genre or sub-genre and, thus, form part of the discriminative strategies 22 While the move structure of a text serves the purpose of realising communicative intentions of a text, these moves are in turn realised through the use of different rhetorical strategies. The third level of linguistic analysis is an analysis of the rhetorical strategies applied. Rhetorical 17 Cf. section Bhatia, op.cit.: Bhatia, op.cit.: Bhatia, op.cit.: Frandsen et al., op.cit.: Frandsen et al., op.cit.:

16 strategies can be defined as the use of particular verbal and/or non-verbal means for the purpose of realising moves. Rhetorical strategies fall into the category of non-discriminative strategies as they do not change the genre, but merely alter how moves are realised in the text. Discourse communities are rather consistent in the verbal and non-verbal strategies applied to realise the communicative purpose and moves. Thus, certain rhetorical strategies rule each genre. 23 Frandsen et al. summarise the relationship between the three levels in the following manner: Communicative purpose Moves Rhetorical strategies Figure 2.1 The relation between the three levels of linguistic analysis 24 As figure 2.1 shows, the communicative purpose determines the choice of moves, through which the purpose manifests itself in the text. The communicative purpose and the move structure both influence the choice of rhetorical strategies, thereby realising both verbal and non-verbal rhetorical strategies Ibid 24 Frandsen et al., op.cit.: Ibid 16

17 The final step of Bhatia's genre model is realised when the genre analyst consults a specialist informant to double check the findings from the analysis. The specialist informant is generally a member of the discourse community in which the genre is routinely applied Sub-genres Communicative purpose is not only a criterion which genre membership and identification are based upon. While any major change in communicative purpose is likely to indicate a different genre, minor changes or modifications in communicative purpose is indicative of sub-genres. Strategies employed by a writer to achieve certain effects can also be helpful in distinguishing sub-genres, seeing as discriminative strategies vary the nature of the genre significantly which often result in new or additional considerations in the communicative purpose, thus frequently introducing a sub-genre. 27 Thus, sub-genres are a way of classifying the subdivision of a genre which is necessitated by a significant deviation of a text from a prototypical instance of a given genre. However, although communicative purpose is a fairly reliable criterion for distinguishing subgenres, Bhatia notes that it is rather impossible to draw up clearly defined criteria for distinguishing genres and sub-genres. 28 Hence, the distinction between a genre and sub-genre relies more on personal judgement. Genre analysis also forms the foundation of a communication model formulated by Frandsen et al. (2002). While the above genre model accounts for a thorough analysis of genre, the model by Frandsen et al. covers the entire communicative situation. Thus, the inclusion of elements from Frandsen et al.'s international communication model (IMK-model) will enable this thesis to analysis the entire communicative situation concerning the home pages. 26 Bhatia, op.cit.: Bhatia, op.cit.: Bhatia, op.cit.: 21 17

18 2.3 The IMK-model Frandsen et al. (2002) note that two fundamental paradigms exist in the field of communication research: the transmission paradigm and the interaction paradigm. In the first paradigm, communication is defined as transmission of a message from a sender to a receiver. Communication is then regarded as a linear and sequential process, and the message is deemed to have an effect in that its aim is to influence the mind of the receiver. When the intended effect is different from the actual effect, an error of communication has occurred. Consequently, in the transmission paradigm, focus is on the method with which sender and receiver encode and decode the message, and the means to achieve successful communication. In the interaction paradigm, communication is defined as social interaction. Humans interact with messages and each other with an aim to create and exchange meaning. Communication is regarded as a dynamic and strategic process in which sender and receiver are active participants interpreting messages using codes related to the culturally specific context. 29 Based on the fundamental ideas of the interaction paradigm, Frandsen et al. have constructed an alternative to the traditional communication models, which is illustrated in figure 2.2. The IMK-model is highly influenced by genre analysis, including Bhatia s 7-step model. According to Frandsen et al., genre is not only a type of text the description of which is based on inherent characteristics, but rather it includes the entire communicative process including the sender and receiver. Adopting an approach to communication influenced by genre enables the inclusion of context, culture and medium to the IMK-model Frandsen et al., op.cit.: Frandsen et al., op.cit.: 5 18

19 CONTEXT/CULTURE MEDIUM GENRE (code) Sender TEXT Receiver (Rhetorical strategies) PRODUCTION RECEPTION Referent Figure 2.2 The IMK-model 31 The sender is responsible for the production of the communicated text, including its linguistic and visual presentation. It is important to distinguish between the external and internal sender of the text as these may not be identical. The external sender of the text is the concrete sender of the communicated text, but is not represented in the text. In connection with websites, the external sender is usually the developers of the website, whether they are part of a division of the company or an external developer. The internal sender of the text is represented in the text linguistically and/or visually. This representation could be the placement of the company name and logo in the text, or occur by linguistic and/or visual means orchestrating a representative of the company. The receiver is responsible for the reception of the communicated text and is thus responsible for the decoding of the text The IMK-model has been translated into English for the purposes of this thesis. The Danish version can be seen in Frandsen et al., op. cit.: Frandsen et al., op.cit.:

20 The text and its significance are the elements in the communicative process which are a result of the interaction between the sender and receiver. The text is a result of the sender's production on the one hand, and the receiver's reception of the text on the other hand. The text is constructed using different verbal and non-verbal rhetorical strategies. The referent is the subject, which the sender speaks of, that is, the subject to which is referred in the text. The code governs the production and reception of the communicated text and can be defined as the grammar or set of rules which govern our choices when we select and combine signs with a view to communicate. The context/culture forms the framework of the production and reception of the text. The context/culture can be divided into situational and cultural context. The medium is the communicative element which provides the means to the factual transmission of the text. However, the medium is more than merely a channel for the transmission of communication. Frandsen et al. note that the medium influences the message of the communicated text, and, sometimes, the medium will even become part of the message. Genre is by Frandsen et al. defined according to Swales' and Bhatia's definition as stated above Summary Although discourse communities experience difficulties in agreeing on a working definition of genre and the criteria and conventions which must be met to constitute a genre, two influential linguists, Swales and Bhatia, agree on the pivotal role of the communicative purpose when determining genre. Swales made five observations of genre which not only contributed to his definition of genre but also proved to contribute to a clarification of the concept of genre. Following this definition of genre, Swales' model states that the communicative purpose is realised by the move structure which are in turn realised by the rhetorical strategies. An analysis of these three elements also constitutes one step of a 7-step genre model formulated by Bhatia, which apart from the linguistic analysis defines and determines the context of the text. The IMK-model was developed by Frandsen et al. as an alternative to the traditional communication models. The model is influenced by theories on genre analysis, including 33 Frandsen et al., op.cit.:

21 Bhatia s 7-step model. This foundation enables the inclusion of context, culture and medium to the IMK-model. The IMK-model enables the inclusion of these elements to the analysis of the home pages. 3 Web genres The above section has focused on genre models which were developed for analyses of traditional genres transmitted through print. Thus, as principal aim of this thesis is to analyse the home pages of Danish and British retail banks, it is necessary to draw on theories which accounts for features specific to web-mediated genres. Therefore, this section will account for theories by Askehave & Nielsen and Hammerich & Harrison supplied by observations relevant for an account of features particular to web documents. The former have reconsidered traditional genre models and applied significant features specific to web-mediated genres, while Hammerich & Harrison have formulated theories regarding the improvement of textual content on websites. 3.1 Significant features of web documents According to Fairclough (2003), new genres develop through a combination of existing genres. This mixing of genres leads to the emergence of what Fairclough calls 'formats' which he defines as "texts which are effectively assemblies of different texts involving different genres." 34 Websites are an example of such formats compiling a variety of different genres. Websites form part of what Fairclough calls one-way mediated communication technology, which also includes print, radio, television and film. Websites generally have a hierarchical structure with a home page containing a clear navigation structure with links to underlying pages of the website. 35 According to Fairclough, it is common for websites to contain a range of different genres, e.g. , news and audio visual communication. The possibility of combining a range of different functions, such as photographs, visual imagery, video and language results in the concept of 'multimodality', which is a concept termed by Kress and Van 34 Fairclough, Norman. Analysing Discourse Textual analysis for social research London: Routledge: Hammerich, Irene & Harrison, Claire. Developing Online Content The Principles of Writing and Editing for the Web New York, NY: John Wiley & Sons, Inc:

22 Leeuwen and also applied by Fairclough. 36 A user's experience on a website is also determined by the computer which is utilised to display the website. Transmission speed, screen resolution and browser version are examples of such conditions which influence the user experience. This is especially important in connection with the multimodality of websites seeing as the use of several functions on a website place demands on computer capacity. 37 The multimodality of websites is not the sole feature which makes it significantly different from more traditional genres mediated through print. According to Ida Engholm (2004), two other significant features of websites need to be considered in an analysis of any given website: interactivity and hypertext. 38 The following will elaborate on these concepts. While Engholm does not offer a definition of either concept, Hammerich & Harrison (2002) apply the following definition of interactivity: Interactivity: The process by which users interact with content. Interactivity ranges from simple to highly complex. For example, when users click on forward and backward buttons, they are interacting with content in a simple way. A more complex form of interactivity is the completion of an online form. A highly complex interactivity involves users playing an Internet game, competing with players around the world 39 Thus, the user does not assume the role of passive receiver of information. The user has an active role in finding the relevant information, seeing as it is up to the individual user to search the website in an order which is to a high degree dictated by the user himself/herself. 40 However, the construction of the website can constrain the level of interactivity by only allowing the user few options or paths to choose from when searching the information on the website. At the other end of the spectrum are websites which encourage a high level of interactivity. Users are provided with several options, and the path through the website is 36 Fairclough, op.cit.: Engholm, Ida. Webgenrer og stilarter om at analysere og kategorisere websites. In: Engholm, Ida & Klastrup, Lisbeth (Eds.). Digitale verdener: de nye mediers æstetik og design København: Gyldendalske Boghandel Nordisk Forlag A/S: Engholm, op.cit.: Hammerich & Harrison, op.cit.: Engholm, op.cit.: 59 22

23 determined by the needs and considerations of the user. These types of websites occur more often than websites which to a higher degree constrain the search for information. 41 Hypertext constitutes the third feature specific to web documents. The term hypertext was coined by Ted Nelson in the early 1960s. Nelson foresaw hypertext as being a non-linear way of presenting information. He characterised hypertext as constituting a non-sequential text system. 42 Hypertext is the key medium used on the Internet to present information and has the function of relating web texts to each other. This is also reflected in a definition of hypertexts formulated by Askehave & Nielsen (2004), who define hypertext as a system of nonhierarchical text blocks in which the textual elements (nodes) are connected by links. 43 Thus, as this definition implies, links allow users to travel to and from the different layers of a website whereby they construct a text which is all their own. 44 Links are the pathways which lead the user to information on different levels of the website 45 and take the form of a clickable object, e.g. an icon or underlined text. 46 In addition to their function in the navigation design of a website, links make presumptions of their own relevance in connection with the information which has just been read, hence suggesting a relationship between two units of information. This creates the notion of links as meaningful, functional units. 47 Links can be divided into two broad categories, according to their nature: Generic links and specific links. Generic links generally appear at the upper levels of a website and provide access to the main topics. Due to their status as main navigation links, they are often placed in the top section of a web document, e.g. in the navigation bar or a table of content. They are static elements of the website in that their placement is consistent throughout the entire website and not only on the home page. 48 Generic links are clearly visible and have short informative titles. 49 Thus, they are always descriptive of nature and will bring the user to information identifying a general topic. Generic links thus point to their own topics at a deeper level of the website. Askehave & Nielsen also note that they usually consist of a noun phrase, e.g. 'products' or 'investor', and if 41 Ibid 42 Hammerich & Harrison, op.cit. : Askehave & Nielsen, op.cit.:: Hammerich & Harrison, op.cit.: Hammerich & Harrison, op.cit.: Askehave &Nielsen, op.cit.: Ibid 48 Askehave & Nielsen, op.cit.: Hammerich & Nielsen, op.cit.: 69 23

24 the link is accompanied by text it generally provides navigational information. 50 Specific links function as previews of what is to come and are introduced by 'paratext' or a small unit of text which explains the relevance of the link. Thus, as opposed to generic links, specific links are thematically contextualised. Specific links introduce the topic, as well as provide us with information about the link, hence pointing to the relevance of the link. The link will take the user to a more elaborate description, a causal explanation, an argument or a brief story, which will support the small unit of text which introduced the link. Specific links frequently appear further down the home page and are not static elements on the website. They are of a changeable nature in that texts which are connected by specific links will change rather frequently, accentuating the dynamic nature of web-mediated texts. 51 Thus, the use of hypertexts results in a non-linear structure of websites. Consequently, websites rarely have a clearly defined beginning, middle and end because it is up to the individual user to search the website for information relevant to his/her needs. The user thereby creates a string of information different from what other users may find on the website. Therefore, as opposed to many traditional genres transmitted through print, websites are not developed with a clear linear structure in mind, which the sender intends for the user to follow. 52 Askehave & Nielsen note that, while hypertext experts characterise hypertexts by their function as a non-sequential text system, literary hypertext researchers tend to apply a receiver-oriented perspective, focusing on how hypertexts are accessed by the user. Thus, the literary approach to hypertexts tends to focus on the reading process rather than the structural patterns. 53 While the Internet is a fairly new medium to consider, Hammerich & Harrison (2002) claim that there is nothing new about the non-linear way Internet-users read websites. In traditional genres transmitted through print, readers use tables of content, indexes and skimming and scanning strategies to find information relevant to their needs. Thus, readers do not necessarily follow a linear path of information when reading print publications, despite the linear structure of the texts. 54 Although hypertext is a non-linear structure, the reading process may be characterised as linear, seeing as it is still necessary for the user to determine a sequential order in which the web texts are read. 50 Askehave & Nielsen, op.cit.: Askehave & Nielsen, op.cit.: Engholm, op.cit.: Askehave & Nielsen, op.cit.: Hammerich & Harrison, op.cit.:

25 As an alternative to linear/non-linear discussion, Askehave & Nielsen propose viewing hypertext as a system in which two modal shifts can be activated in the reading process: the reading mode and the navigating mode. The reading mode will be activated when the user is in a traditional reading position characterised by sequential reading, irrespective of the actual reading being linear or not. The user will zoom in on texts as if they were transmitted through print. The navigation mode is activated when the user navigates the site using links to create his/her own pathway through the information on one or several sites. When being in the navigation mode, the user will zoom out of the text and use the web document as a medium thereby exploiting its possibilities of navigation. These modes reflect two different cognitive capacities employed by users and demonstrate two different types of behaviour when the user shifts between the reading and the navigation mode. The shift between the two modes occurs continuously when a user consumes web texts, thus, the user will shift between acting as a reader and acting as a navigator The home page The complexity of a website with a non-linear structure which requires the user to construct their own path through the information places demands on the user s ability to sort out irrelevant information and select information relevant to his/her needs. This, in turn, places demands on the communicative content of the website, including the layout and textual content, seeing as users will leave within seconds if the website does not appear to meet their needs. 56 Thus, as a rule of thumb, content on a website should be no more than three clicks deep. 57 Consequently, the home page has to be structured in a way which will make it easy for the user to find information relevant to his/her needs, in order for the company to make sure that they keep users on the website once they have entered. In the hierarchy of a website, the home page can be defined as the top-level document of the website. Askehave & Nielsen argue that the home page has two overall functions. The first function is to introduce the user to the general content of the site by presenting "informative" 55 Askehave & Nielsen, op.cit.: Hammerich & Harrison, op.cit.: Hammerich & Harrison, op.cit.: 94 25

26 tables of contents and providing "enticing" text bits. 58 Secondly, the home page functions as a gateway to the deeper layers of the website and enables the user to navigate the site using links or tools, providing access to the rest of the website. Furthermore, they argue that the home page can be compared to the front page of a newspaper. Newspaper front pages also function as promoter and content indicator and certain elements, such as content, form and lay-out are similar to the home page. Small summaries, key words, catchy headlines, tables, frames, photos, and placement of elements according to information value occur on home pages as well as on the front page of a newspaper. 59 Askehave & Nielsen argue that the communicative purpose of home pages depends on whether the home pages are being viewed in reading mode or navigation mode. The purpose of the home page in reading mode is to introduce the site and present the user with the most important information. They also note consolidation of the image of the sender and presenting news as two secondary purposes which the home page seeks to fulfil when the user is in reading mode. In this mode, it is possible to establish a move structure. The purpose of the home page in navigation mode is to provide the user with access to the website by allowing the user to move from one web page or website to another. This access to the website is enabled by links on the home page to the rest of the website. Thus, in connection with Swales definition of genre which applies communicative purpose as the principal criterion for determining genre, Askehave & Nielsen propose that the home page in navigation mode is unique in this respect, seeing as the communicative purpose of web documents in navigation mode is constant and not genre specific. 60 Askehave & Nielsen have conducted an analysis of several home pages and came across a range of moves which are common for home pages. The first move is attracting attention which has the purpose of attracting the attention of the user when entering the home page. The next move is 'greeting' the purpose of which is to welcome the user to the website. The following move is 'identifying sender' which is quite important, seeing as it has the function of orientating the user of where he/she is on the Internet. Another move on home pages is 'indicating content structure' which is often realised by the main menu and performs the 58 Askehave & Nielsen, op.cit.: 9 59 Askehave & Nielsen, op.cit.: Askehave & Nielsen, op.cit.: and

27 function of providing users with an overview of the content of the website. Small news summaries detailing information will carry out the next move; 'detailing (selected) content', which will also realise the two secondary purposes of consolidating the image of the sender and presenting news. The establishment of a trustworthy image will be realised by 'establishing credentials'. The next move is establishing contact which will enable the user to contact the sender. Establishing a (discourse) community is also a frequent move on home pages. This move will allow users to establish communities on the website and will often require the user to log in to the website. The last move which was found to occur regularly on home pages is 'promoting an external organisation'. This move is usually realised by a banner advertisement promoting another company, product, etc. 61 Seeing as the generic properties and communicative purposes of web documents are influenced by their media characteristics, Askehave & Nielsen propose a reconsideration of the traditional genre models in order to incorporate elements specific to web documents. Thus, in a revised model, Askehave & Nielsen incorporate hypertext as a significant property of websites. In the new genre model proposed by Askehave & Nielsen, hypertext is represented by the system of modal shifts which the user executes between the reading mode and navigation mode. 62 As mentioned in section 2, the move structure of the home pages are realised through the choice of register. Hammerich & Harrison have examined the textual content of websites and emphasise four textual areas which contribute to the overall impression of the web documents The four Cs In connection with web content, there are four macro-textual areas which require consideration. These elements contribute significantly to a web document s ability to influence the user. When implicated, credibility, clarity, conciseness and coherence are rhetorical strategies for improving textual content on home pages Askehave & Nielsen, op.cit.: Cf. section Hammerich & Harrison, op.cit.:

28 Credibility is the combination of words and phrases employed by a writer to convince the user of the sincerity and honest nature of the sender. Although one must bear in mind that the perception of credibility is subjective, Hammerich & Harrison describe five criteria useful for evaluating the quality of online content. Establishing authority is the first of these criteria and is defined as the extent to which online content is created by a person or organisation with extensive knowledge on the given subject area. Establishing authority is particularly important with regard to online content, seeing as the web offers everyone the possibility of becoming a web publisher. The next criterion is accuracy, defined as the extent to which online content is reliable and flawless. The subsequent third criterion is objectivity, which is the extent to which online content is factual and presents information objectively. The fourth criterion of currency is the extent to which online content is up to date. The last criterion for evaluating the quality of online content is its coverage and intended audience. Coverage is the range and depth of topics included on a website whereas the intended audience is the group of people for whom the content was created. 64 Clarity is the ability to construct online content so that the text is clear and easily readable and expresses objectivity to the highest degree possible. Clarity in writing has the advantage of users locating information faster, as well as understanding it better. Clarity in online content can be furthered by keeping sentences short and informative, as well as ensuring that the theme of a paragraph is introduced in the first sentence. Hammerich & Harrison note that headings, spaces between paragraphs, highlighting of words and captions are means which will further the clarity of online content. 65 Conciseness is the ability to present a topic in the most economical manner possible, hence using as few words as possible to get the necessary information across to the user. The importance of concise online content is emphasised by its ability to improve the readability of the text. As with clarity, non-promotional writing and bullets can further the conciseness of web documents. However, it should be noted that not all text lends itself well to bulleting Hammerich & Harrison, op.cit.: Hammerich & Harrison, op.cit.: Hammerich & Harrison, op.cit.:

29 Textual coherence consists of three interrelated elements: the structure of information, the cohesive ties holding the text together, and assumptions about the user s background knowledge. Structural coherence on a website depends on three elements: well-built information structure, logical internal links, and web pages independent as rhetorical units of information. Supported by coherence in design and navigation, these elements will increase the confidence of users with regard to their understanding of the site and how it meets their needs. Cohesive ties, such as repetition, conjunctions, collocation, ellipsis and reference, are rhetorical strategies employed to ensure a clear flow of information. However, users can also create coherence by combining text and prior knowledge in order to make predictions about what they will be reading Summary Websites have a hierarchical structure with the home page containing a clear navigation structure with links to underlying pages. Ida Engholm states that three general features of websites distinguish them from other traditional genres, mediated through speech or print, and thus need to be considered in a genre analysis of a web page: multimodality, interactivity and hypertext. Askehave & Nielsen argue that two modal shifts can be activated in the reading process of a website: The reading mode and the navigation mode. While the reading mode can be compared with the traditional reading mode, the navigation mode is activated when the user navigates the website. The home page performs two overall functions: introduction to the general content and gateway to the underlying pages. According to Askehave & Nielsen, the communicative purposes of the home page are to introduce the website, present important information and news, image-consolidation and providing access to the website, depending on whether the user is in reading mode or navigation mode. Furthermore, a range of moves common for home pages has been presented. According to Hammerich & Harrison, credibility, clarity, conciseness, and coherence are rhetorical strategies for making web text persuasive. 67 Hammerich & Harrison, op.cit.:

30 4 Halliday s Register Model According to Swales and Bhatia, communicative purpose is realised through the move structure of a text which is in turn realised through the rhetorical strategies. These elements constitute the three levels pivotal to an analysis of genre, and therefore, an analysis of genre conventions on the home pages. While the previous section drew on theories by Askehave & Nielsen concerning the communicative purposes and move structure on home pages, this section will provide this thesis with a means to analysing the third linguistic level: rhetorical strategies applied to the home pages. In the field of discourse analysis Halliday (2002) formulated a model applicable to register analysis, which forms a theoretical approach to relating a situation simultaneously to the text, to the linguistic system and to the social system. Halliday views a text in a situation to consist of a social action, a role structure, and a symbolic organisation. These terms are referred to as field, tenor and mode and combined constitute Halliday s register model. Each of these components is associated with a corresponding component of semantics. 68 Thus, the analysis of each component will cover grammatical as well as semantic aspects. This correlation draws on the assumption that the semantic system has four components: experiential, logical, interpersonal and textual. Experiential and logical can be combined under the heading "Ideational". 69 Hence, the ideational, interpersonal and textual components are related to field, tenor and mode respectively. Thus, in order to analyse register on the home pages, Halliday's register model will be applied, which consists of a complex of three dimensions: field, tenor and mode 70, each of which determines the selection of options in a corresponding component of the semantics. 71 However, it is important to note that the concept of field, tenor and mode combined is a framework for analysis and not as such kinds of language use. 72 The sections below will specify these options and provide a full account of the components of Halliday's register model. 68 Halliday, M.A.K. Linguistic Studies of Text and Discourse London: Continuum: Halliday, 2002, op.cit.: Halliday, M.A.K. Language as social semiotic The social interpretation of language and meaning London: Edward Arnold: Halliday, 1987, op.cit.: Swales, op.cit.: 40 30

31 4.1 Field The field of a discourse covers the topic of the text, including the environment of the text, the social context and the social action. 73 As such, field can be said to refer to the world. Field is associated with the ideational component of the semantics, which covers the propositional content of a text. 74 When analysing social action, a text is placed along a continuum. Types of social action range from actions defined without reference to language at one end of the continuum to types of social action defined solely with reference to language. At this latter end of the continuum, subject matter forms part of the field of the discourse. 75 The field of the discourse is analysed by looking at textual aspects concerning the topic, beginning with endophoric and exophoric references. 76 Endophoric references point to things inside the text, while exophoric references point to things outside the text. 77 Furthermore, an examination of field includes an analysis of taxonomy, nominalisation and verb type. 78 The analysis of verb type can be understood in a broader and narrower sense. The narrower sense involves a verb's relationship to dependent elements of structure and thus, is an analysis of transitive and intransitive verbs. However, Halliday has introduced a broader understanding of transitivity which covers process types. According to Halliday's approach to transitivity, processes are realised by verbs or verbal groups. This approach distinguishes between 6 types of processes, which are illustrated in table 3.1 below Halliday, 2002, op.cit.: Albrecht, Lone. Textual analysis & the production of text nd edition. Frederiksberg C: Samfundslitteratur Press: Halliday, 2002, op.cit.: Ibid 77 Albrecht, Lone. Textual Analysis & the Production of Text Frederiksberg C: Samfundslitteratur: Halliday, 2002, op.cit.: Halliday, M.A.K & Matthiessen, Christian M.I.M. An Introduction to Functional Grammar rd edition. London: Arnold:

32 Process type : Action Event Behavioural Mental: Perception Cognition Desideration Emotion Verbal Relational: Attribution Identification Existential Table 3.1 Halliday's six process types Category meaning Doing Doing Happening Behaving Sensing Seeing Thinking Wanting Feeling Saying Being Attributing Identifying Existing As the ideational component covers propositional content, transitivity in Halliday s sense constitutes a significant part of an analysis of field, as propositions will be analysed by means of processes. Thus, an analysis of transitivity will reveal which types processes the verbs on the home pages express and thereby, the extent to which the verbs on the home pages express the same processes. Taxonomy ranges from technical to non-technical. However, while a situation is described using technical or non-technical language, Halliday notes that there is a need to recognise that the nature of a situation ranges from technical or everyday. 80 Thus, a technical situation may be described using non-technical language. Nominalisation forms part of the field of a text due to the fact that it is often related to a technical choice of lexis. 81 Additionally, an analysis of field covers semantic aspects of the text in the form of metaphors. 82 According to Lakoff & Johnson (1980), it is possible to distinguish between four different types of metaphors: 80 Halliday, 2002, op.cit.: Albrecht, 2005, op.cit.: Albrecht, 2005, op.cit.:

33 structural metaphors, orientational metaphors, ontological metaphors including personification and metonomy. Structural metaphors cover cases in which one concept is metaphorically structured in terms of another. Orientational metaphors cover metaphors created with reference to spatial orientation. Ontological metaphors cover metaphors in which an artificial boundary is imposed in order to understand experiences in terms of entities and substances. Personification is the most obvious ontological metaphors and specifies a physical object as being a person. Metonomy covers cases in which one entity is used to refer to another related entity. 83 Finally, an analysis of field includes an examination of whether cultural-specific elements appear on the home pages Tenor An analysis of the tenor of a discourse covers the role structure and the relationship between the participants including the permanent status of the participants and status and power ascribed to the participants due to the specific situation of the text. Tenor is associated with the interpersonal component of the semantics, which views the text as part of the interaction of the participants. Thus, when analysing the tenor of the home pages, they are considered in relation to the sender and the receiver as well as sender's colouring of the text. Role relationships can be of a first order or a second order. Role relationships of the first order are defined without reference to language, though they are often realised through language. All social roles are typically of this order. Role relationships of the second order are defined solely by reference to language and exist through language. The role of questioner, informer, responder, contradictor, etc., is of this second order. These role relationships determine the mood. 85 Thus, an analysis of tenor begins with an elaboration of the participants in the text and their role relationships. In this connection, it is of relevance to look at participation. Participation can be devided into two catagories: simple participation and complex participation. Simple participation occurs when the sender does not attempt to elicit any response from the receiver. 83 Lakoff, George & Johnson, Mark. Metaphors we live by Chicago: University of Chicago Press: Albrecht, 2005, op.cit.: Halliday, 2002, op.cit:

34 Complex participation occurs when the sender attempts to elicit a response from the receiver. Complex participation is indicated by the use of 2 nd person pronouns, the imperative mood, and the interrogative mood, the latter of which forms part of the indicative mood. 86 This in turn will lead to an analysis of the mood. 87 When analysing mood, we distinguish between the imperative and the indicative, the latter of which comprise the declarative, interrogative and exclamative. The imperative is used to express various forms of commands. It is a distinctive feature of imperatives that the form of the verb is always the infinitival base form. The declarative is used to express declarations, the interrogative to express questions and the exclamative to express exclamations. 88 In order to distinguish the clause type from the intention of the sentence, the analysis of mood will be followed by an analysis of speech acts. The theory of speech acts, as developed by J.R. Searle, proposes the following five types of speech acts: representatives, directives, commissives, expressives and declarations. Representatives commit the sender to the truth of a proposition. Assertions and conclusions are examples of representatives. Directives attempt to get the receiver to perform an act. Requests and questions are examples of directives. Commissives commit the sender to a future course of action e.g. by means of a promise, threat or offer. Expressives express a psychological state. Apologies and thanks are examples of expressives. Declarations effect immediate changes in the institutional state of affairs, e.g. by excommunicating or declaring war. 89 Additionally, an analysis of the tenor of the discourse will include looking at the formality level of the text, including politeness markers. 90 Albrecht (2005) outlines the five degrees of formality as proposed by Joos: frozen, formal, consultative, casual and intimate. This distinction thus ranges from extreme formality to familiarity. While this scale has been discussed widely among linguistics, it nonetheless reflects that we all have an intuitive awareness of the fact that certain situations require certain levels of formality. 91 It should be noted, however, that while nominalisation is mentioned above as a characteristic of field, it is 86 Albrecht, 2005, op.cit.: Hjulmand, Lise-Lotte & Schwarz, Helge. A Contrastive Grammar of English Frederiksberg C: Samfundslitteratur 88 Collins, Peter & Hollo, Carmella. English Grammar: An Introduction Basingstoke: Palgrave: Saeed, John I. Semantics nd edition. Oxford: Blackwell Publishing Ltd.: Albrecht, 2005, op.cit.: Albrecht, 2005, op.cit.:

35 arguably also a feature of tenor because of its indication of formality, as well as a feature of mode due to its indication of structure Mode The mode of a discourse refers to textuality and covers the symbolic organisation of the text, including the particular status of the text in the situation and its function in relation to the social action and the role structure. Mode is associated with the textual component of semantics, which is concerned with the role of the text and its components as a message. 93 The semantic components of field and tenor come into existence only because of the textual component, seeing as the ideational and interpersonal component are operational only because of the prior existence of text. 94 The concept of genre is an aspect of mode. A genre may have implications for the ideational and interpersonal component, seeing as a particular genre is frequently associated with particular features of the other components of meaning, such as the mood system, cohesive patterns or options in transitivity. 95 An analysis of mode begins with a distinction of medium, i.e. written or spoken, and further distinction of the sub-varieties, e.g. written to read aloud. This leads to an analysis of the semiotic function performed by the text in the particular environment in the form of text type: narration, description, exposition, argumentation, instruction and the like. 96 Seeing as cohesion is a systematic resource for combining sentences to form a text, cohesion is a significant feature of mode. 97 Thus, when analysing mode, it is important to look at grammatical cohesion in the form of anaphoric and cataphoric reference, substitution and ellipsis. Additionally, lexical cohesion will be analysed by looking at general nouns, reiteration and collocation Albrecht, 2005, op.cit.: Halliday, 2002, op.cit.: Halliday, 2002, op.cit.: Ibid 96 Ibid 97 Albrecht, 2005, op.cit.: Albrecht, 2005, op.cit.:

36 4.4 Summary Halliday's register model will be applied in order to analyse register on the home pages. While the communicative purpose is the primary foundation on which genre is determined, an analysis of register will reveal the extent to with the home pages are prototypical instances of genre as well as form the foundation of a comparative analysis of the Danish and British home pages. Halliday s register model comprises an analysis of the field, tenor and mode of a text. Field covers the topic of the text; tenor covers the role structure and relationship between the participants, while mode covers the symbolic organisation of the text and its assigned status in the situation, including its relation to field and tenor. Each of the components is associated with a corresponding component of the semantics; field with ideational meanings, tenor with interpersonal meanings, and mode with textual meanings. 5 Semiotics While Halliday's register model will be applied in order to analyse the linguistic strategies on the home pages, this section will introduce theories by Barthes (2005) and Kress and van Leeuwen (2006) in order to analyse images on the home pages. This will reveal whether the home pages apply images for the same reason and whether they fulfil the same function. The importance of semiotics when analysing a communicative situation stems from the manifestation of rhetorical expressions through or by the use of perceptual signs or phenomena. 99 The term semiotics derives from the Greek word 'semeion', meaning 'about signs' and is also referred to as the study or science of signs. Since the mid 1980s, semiotics has increasingly been included in an analysis of business communication and is now considered part of any marketing research. In the field of semiotics, all cultural phenomena can be perceived as communication between people. Expressions and actions are perceived as communicative 99 Kjeldsen, Jens E. Visuel Retorik IMV-utgivelse nr. 50. Bergen: Universitetet i Bergen, Institutt for medievitenskap: 65 36

37 phenomena. 100 Thus, when studying communication, semiotics does not limit itself to linguistic signs, but includes communication in a range of different forms and signs. 101 Two sign models are particularly dominant within modern semiotics; a dyadic model proposed by Ferdinand de Saussure and a triadic model proposed by Charles Sanders Peirce. Saussure defined semiotics as a science studying the life of signs in social life. His bilateral sign model contains three elements: the sign and its constituents, the signifier (or the sound-image) and the signified (or the concept). Thus, by signifying that a sign is defined as a relation between two elements: a term and the content in the human conscious, for which it stands, Saussure excludes the referential object. Charles Sanders Pierce, however, defines a sign as a relation between three elements: a representamen, an object and an interpretant. The representamen is the form of the sign; the object is that to which the sign refers, and the interpretant is the sense which is made of the sign on the basis of the relation between the first two elements. Thus, the most significant difference between the two models is Saussure's exclusion of the referential object and Pierce's inclusion of the same. 102 Depending on the dominant relation between the representamen and object, Pierce distinguishes between three types of signs: icons, indices, and symbols. Icons are signs in which the representamen resembles the object, i.e. the representamen has some of the qualities of the object. Indices are signs in which the representamen is in some way directly connected with the object. As opposed to icons, indices have no significant resemblance to the object. Typical examples are smoke as an index for fire or a symptom as an index for a disease. Symbols are signs in which the relationship between the representamen and object are habitual or conventional, i.e. in the sense that it must be learnt. Signs are not restricted to one type of sign but may contain elements from all three types of signs, which is often the case in polysemiotic genres, such as advertisements or company brochures. 103 Within communication it is possible to distinguish between several visual rhetorical strategies such as the placement of company logo, choice of colours and image composition. 104 The 100 Frandsen et al., op. cit.: Kjeldsen, op. cit.: Frandsen et al., op.cit.: Frandsen et al., op.cit.: Hauchrog Andersen, Louise & Madsen, Susanne. Internationalisering af videregående uddannelser Handelshøjskolen i Århus, Institut for Sprog og Erhvervskommunikation, Engelsk Faggruppe: 54 37

38 analysis of semiotics on the home pages will focus on images as these often appear in connection with linguistic content and hence, may influence the reception of the communicative purpose. Thus, this thesis will apply the theories which will form the foundation of a thorough analysis of images. 5.1 Denotation and connotation Roland Barthes introduced two concepts to the field of textual analysis: denotation and connotation. These concepts are closely connected to Saussure's dyadic sign model comprising the sound-image and the concept. Similarly to the sound-image which forms part of the dyadic sign model, denotation is the lexical meaning of a sign, and, hence, the basic and direct meaning of the word. Thus, owing to denotation being the lexical meaning of a sign, the denoted characteristics of a sign must be of a relational nature which excludes the possibility of the characteristics being of substantial or general nature. Similarly to the concept which forms part of the dyadic sign model, connotation is the meaning of a sign, which is created in the mind of the observer. Thus, connotation is the associations connected with the sign and the indirect meaning of the sign. 105 Hauchrog Andersen & Madsen (2006) emphasises that a connotation must be of substantial or general nature in order to exclude the possibility of it being merely a private association of the individual. 106 Thus, the denotation and connotation of a sign highly influences the reception of the sign by the observer, and by extension thereof, may influence a receiver's perception of a home page. However, as most images on home pages appear in connection with text units, it is necessary to consider the interrelation between text and image. 5.2 Relations between text and image In a discussion concerning texts and images, Kjeldsen concludes on their respective abilities and inabilities. While statements made by the use of verbal language have clear syntactic rules, they possess an inability to provide detailed information on all the elements of a situation as 105 Barthes, Roland. Billedets retorik. In: Johansen, Winni (ed.). Billedanalyse Århus: Handelshøjskolen i Århus, faktultet for Sprog og Erhvervskommunikation, Fransk Faggruppe: Hauchrog Andersen & Madsen, op.cit.: 55 38

39 well as their appearance and (physical) interrelationship. Images have the ability to contribute to the provision of detailed information on a situation; however, they lack clear syntactic rules, which complicates the determination of the meaning and expression of a particular image. Because an image's expression often allows for multiple interpretations, there is a risk that the meaning of an image never reaches the observer, due to the lack of clear syntactic rules to determine the coordination of information provided by the image. Thus, a need for anchorage between verbal and non-verbal elements arises to ensure a clearer message and a correct reception of communicative purpose. Therefore, using text to anchor an image can help the observer choose the right level of perception and thereby help promote the message of the image. However, the opposite is also possible, in which case an image functions as an anchor for a text sequence, or indeed, a text sequence and an image may function as interdependent anchors. Kjeldsen argues that it is possible for images to have a persuasive ability. Thus, an image can be persuasive if the receiver's reaction seemingly corresponds to the expression of the image. However, according to Kjeldsen, it is important to note that images do not possess the same ability as verbal expressions to function independently of context. 107 The importance of images to aid in getting the communicative purpose across to the observer is also noted by Kjeldsen when he argues that the distinction between rhetoric and non-rhetoric, between the intentional and non-intentional, seems particularly problematic with regard to images. 108 The need for ensuring a correct reception of the communicative purpose by means of anchorage between the verbal and non-verbal elements has given rise to the theory of anchorage and relay formulated by Barthes. The section below elaborates on these concepts Anchorage and relay Text and image are frequently applied in marketing for the purpose of repetition, hence performing the function of supporting and confirming each other. 109 To clarify the function of text in relation to image, Barthes (2005) operates with the concepts of anchorage and relay. As images are polysemic, they contain several possible meanings. Therefore, the true meaning of 107 Kjeldsen, op.cit.: Kjeldsen, op.cit.: Kjeldsen, op.cit.: 58 39

40 an image is connected with a certain degree of uncertainty. Anchorage is a means of controlling an observer's perception by using linguistic messages to anchor the elements of content in an image and thus create a clearer message. Anchorage can be used to identify the elements in an image and anchor the possible meanings thereof. Thus, it can control the denotative description of an image. Furthermore, anchorage can be a means to control the observer s perception of the image by controlling the possible connotations connected with an image, hence preventing unintended perceptions by the observer. The function of anchorage is frequently used in marketing to clarify the message by means of repetition. Thus, the image repeats the message of the text and vice versa. Barthes uses the concept of relay to refer to situations in which image and text are complementary. Relay is often used in comic strips in which the meaning of text and drawing together form a third meaning, the meaning of the comic strip. 110 Thus, Barthes operates with three types of messages which Hauchrog Andersen & Madsen summarise in the following manner: A linguistic message Containing denotative and connotative meanings A non-coded iconic message Containing denotative and literal meanings A coded iconic message Containing connotative and symbolic meanings Figure 5.1 The three types of messages as described by Barthes However, while Barthes distinguishes between three types of messages as illustrated in figure 5.1 above, it is also possible to distinguish between two types of image expressions: image demand and image offer. 110 Barthes, op.cit.:

41 5.2.2 Image demand and image offer Kress and van Leeuwen (2006) have studied how images are capable of constituting and maintaining interaction between the sender and observer of an image. According to Kress and van Leeuwen, it is possible to distinguish between two types of image expressions: image demand and image offer. When using image demand, the sender attempts to establish a form of direct contact with the observer through the depicted participant s gaze, gesture, facial or other expressions. The observer is demanded to enter into an imaginary relationship with the participant, the function of which is to awaken specific emotions in the observer. 111 Kress and van Leeuwen summarise image demand in the following manner: In each case the image wants something from the viewers wants them to do something (come closer, stay at a distance) or to form a pseudo-social bond of a particular kind with the represented participant. And in doing this, images define to some extent who the viewer is (e.g. male, inferior to the represented participant, etc.), and in that way exclude other viewers. 112 In an image offer, the observer is addressed indirectly. The observer is not the object of the image s participant, and the image thus creates a more impersonal relation between the participant and observer. The image offers the participants to the viewer for the purpose of information or objects of contemplation Summary When analysing business communication in connection with web documents, it is important to include an analysis of the visual elements, including the relations between text and image. In connection with signs, Barthes formulated a theory on denotation and connotation. As a result of the relation between text an image, the need for anchorage between the verbal and nonverbal elements arises to ensure a clearer message and correct reception of the communicative purpose. Kress and Van Leeuwen concern themselves with the two types of images: image demand and image offer. 111 Kress, Gunther & van Leeuwen, Theo. Reading Images The Grammar of Visual Design nd edition. London: Routledge: Kress & van Leeuwen, op.cit.: Kress & van Leeuwen, op.cit.:

42 6 Analysis model Inspired by Hauchrog Andersen & Madsen 114, this section will present a model for analysis of the home pages of the Danish and British retail banks which accounts for the distinct properties of web documents. The model incorporates the theories presented in the preceding sections of this thesis and will serve as a tool for the analysis of the home pages with an aim to examine whether the common features and characteristics present are sufficient for common genre membership. The model has been schematically outlined below. This model for analysis is based on the interaction paradigm which is also the fundamental idea behind the IMK-model. Thus, communication is perceived as a dynamic process in which a sender and receiver are active participants interpreting messages using codes specific to the context of their situation. 115 In this connection, the first element of the model is an analysis of the situational and cultural contexts of the home pages. Following this description is an analysis of the medium. Askehave & Nielsen have incorporated into their revised IMK-model hypertext as a distinct feature of websites represented by the system of modal shifts. 116 However, according to Ida Engholm, multimodality and interactivity are additional distinct features of websites and have thus been included in the analysis model. This will lead to an analysis of the genre. This analysis consists of three levels: communicative purpose, links/move structure, and rhetorical strategies. This element of the model is based on Bhatia's 7-step genre model and Swales' genre model. The communicative purpose and links/move structure will draw on Askehave & Nielsen's analysis of common moves on home pages, as well as Hammerich & Harrison's ideas of successful web communication. The analysis of rhetorical strategies will lead to a register analysis based on Halliday's register analysis comprising field, tenor and mode. Finally, the relations between text and image will be analysed by looking at denotation and connotation, anchorage and relay, and image demand and image offer. 114 Hauchrog Andersen & Madsen, op.cit.: Frandsen et al., op.cit.: Askehave & Nielsen, op.cit.:

43 CONTEXT/CULTURE MEDIUM Multimodality Interactivity Hypertext GENRE Communicative Links/ Rhetorical Purpose Move Structure Strategies REGISTER Field Tenor Mode SEMIOTICS Denotation and Anchorage and Image Demand and Connotation Relay Image Offer Figure 6.1: Model for analysis 43

44 Analysis 7 Analytical subjects The following sections will analyse the home pages of 5 major retail banks from Denmark and Britain, respectively. The aim is to carry out an analysis consisting of two parts in accordance with the thesis statement. The first part of the analysis will analyse the home pages with an aim to examine whether common features on the home pages are indicative of a common genre membership. The above-presented model for analysis and theory form the theoretical foundation of this analysis. The second part of the analysis is a comparative analysis of the Danish and British home pages with an aim to uncover similarities and differences in genre conventions. This analysis will be carried out consecutively on the basis of the findings in the first analysis. Hence, each section will first carry out an analysis on the basis of sections above and subsequently discuss similarities and dissimilarities on the basis of this analysis in an evaluative section. 7.1 Introduction of the analytical subjects The Danish and British retail banks subject to the analysis of this thesis have been selected because they are major retail banks operating on a national, rather than merely a local, level. Furthermore, only banks operating via branches will be considered. These criteria ensure a common foundation for comparing the home pages. The analytical subjects are presented below. 44

45 Danish retail banks 117 British retail banks 118 Danske Bank HSBC Nordea Lloyds TSB Jyske Bank Royal Bank of Scotland Sydbank Barclays Spar Nord Bank 119 HBOS Table 7.1 Retail banks whose home pages are the subject of analysis The analytical subjects have been selected, regardless of ownership and controlling interest as neither influences the fact that these banks operate on a national level via branches in Denmark and Britain, respectively. 8 Context This section will implement the first step of the analysis model presented in the above section 6. This will uncover the context of the Danish and British home pages. The analysis will consider the situational and cultural context in order to provide this thesis with an exhaustive analysis of context. 8.1 Context of the Danish home pages The sender of a text is the producer of the communicated text. In connection with the Danish home pages, it is possible to distinguish between an external and internal sender. The external senders of the home pages are the people employed by the retail banks to produce the website. They are not represented in the text, but they are the actual senders of the home page. The internal senders of the home pages are the respective retail banks. In each case, they are explicitly represented on the home pages, by e.g. the placement of the company name and logo See appendix : 1. See appendix Both FIH Erhvervsbank and Nykredit Bank are listed before Spar Nordt. FIH Erhvervsbank has been disregarded as it does not meet the criterion of being a retail bank. Nykredit Bank has been disregarded owing to its status as an internetbank, thus, not meeting the criterion of operating via branches. 45

46 in the top left or right corner of the home page and the mentioning of the bank in headlines and text on the home pages. The receivers of the home pages are responsible for the reception of the communicated text. Here, it is also necessary to distinguish between an external and an internal receiver. The internal receivers of the text are explicitly mentioned on the home pages. All Danish banks tend to divide their customers into groups, according to the type of business they conduct with the bank. The table below outlines the respective banks division of customers, and whether they offer their customers an English version of the home page. English version Privat [Personal Erhverv [Business Aktionær [Shareholder] banking] banking] Danske Bank % % Nordea Jyske Bank % Sydbank Spar Nord % % Table 8.1 Internal receivers of the Danish retail banks home pages Internal receivers common to Danish banks home pages include customers, whose interest in the bank is covered by the concepts of personal and business banking, as these are explicitly mentioned on all Danish home pages. Only the home pages of Jyske Bank and Spar Nord are also directly aimed at shareholders. However, not explicitly mentioning shareholders on the 46

47 home pages does not imply that these groups are not part of the receivers as shareholders are mentioned under various menu options on the websites of Danske Bank, Nordea and Sydbank. Thus, the omission of this group on certain home pages merely reflects the different ways in which the banks organise the content on their websites. Hence, groups of customers, not explicitly mentioned on the home page, cannot be excluded as receivers. Rather, indications point to the conclusion that it is a matter of definition and choice on the part of the bank. Therefore, the shareholders may be part of the internal receivers of various underlying pages of the website, on which they are explicitly mentioned. The home pages of Nordea, Jyske Bank and Spar Nord include a link to an English version, thus, to some degree also including international customers in their internal receivers. However, these customers are not fully accepted as internal receivers, as a link will take them to a different web page. Both Danske Bank and Sydbank have separate websites aimed at their international customers. The external receivers of the Danish home pages are the ones not explicitly mentioned in the text. Thus, the external receivers of the home pages are potential customers and people with an Internet access interested in the bank for other reasons. As home pages are transmitted through the Internet, there is a temporal difference between the construction of the text and the reception of the text. When the bank launches the home page, receivers do not necessarily read the text in the foreseeable future. However, receivers with an Internet access have the potential of entering the home page and reading the text. 8.2 Context of the British home pages In connection with the context of the British retail banks, it is also necessary to distinguish between an internal and external sender. The internal senders are the respective retail banks represented on the home pages and are identified on their home page by the placement of the bank s logo, usually in the top left corner. However, the logo of HBOS is located on the mid left of the page. The external senders of the home page are the people or company employed by the bank to construct the website. 47

48 When analysing the receivers of the British home pages, it is also possible to distinguish between internal and external receivers. The internal receivers are mentioned on the home pages on which the banks distinguish between them by dividing them into groups of customers. The table below provides an overview of the internal receivers. HSBC Personal Banking Private/ Premier Banking Business Banking Corporate Banking International Lloyds TBS RBoS Barclays HBOS % % % % % % Table 8.2 Internal receivers of the British home pages With the exception of HBOS, all British banks aim their home page at customers whose business with the bank is covered by the concepts of personal banking, private banking, business banking or corporate banking. HSBC's home page have additional menu options which distinguish between the types of business customers conduct or are interested in conducting with the bank. Thus, the menu bar on the HSBC home page also includes: savings, investments, credit cards, loans, mortgages and insurance. However, it is important to note that these menu options are also present on the other home pages, with the exception of HBOS. While HBOS include these in their top menu bar on the home page, the other banks include them as options under their respective groups of customers. The home page of HBOS 48

49 distinguishes between four groups of internal receivers: customers, investors/shareholders, journalists and users who are 'just looking', resulting in a group of internal receivers, different from the remaining British home pages. With the exception of HBOS, the external receivers of the home pages are individuals, businesses and corporations who are potential customers, or merely interested in the bank for other reasons. Interestingly, those who constitute the external receivers of these British banks are explicitly mentioned on the home page of HBOS under the heading of just looking. Hence, HBOS s category of internal receivers includes people, who fall under the category of external senders on the remaining home pages. Due to the status of the English language being lingua franca, the receivers of the British retail banks home pages are not restricted to Great Britain; rather, international potential customers should as well be considered receivers. 8.3 Evaluation This section examined the cultural and situational context of the Danish and British retail banks, including the sender and receiver of the home pages. When examining the senders and receivers of the respective home pages, both the internal and external senders and receivers were considered. The internal and external senders of the home pages are held in common by the Danish and British banks. The external senders are the people or company employed by the bank to construct the website, and the internal senders are the respective banks. The internal receivers held in common by the Danish home pages include customers, whose business with the bank fall under the heading 'Privat' [Personal banking] or Erhverv [Business banking]. Restrictions of receivers due to linguistic considerations result in the home page being aimed mainly at Danish people. All Danish banks do, however, offer international customers an English version of the home page. The external receivers of the home pages are potential customers and others interested in information on the respective banks. 49

50 While the home page of HBOS differs from the others with regard to receivers mentioned explicitly on the home page, four groups of internal receivers are mentioned on the remaining British home pages, viz: personal banking, private banking, business banking and corporate banking. These four banks also have external receivers in common with the Danish banks, while HBOS includes these under the broad category of individuals who are just looking. 9 Medium This section will implement the second step of the analysis model by considering the medium consisting of an examination of multimodality, interactivity and hypertext. 9.1 Multimodality Multimodality is the possibility of combining a range of different functions on the home page. This analysis will examine the extent to which the home pages apply photographs, video, language and other visual elements. The latter comprises visual elements on the home page not covered by the other terms, e.g. flash, logos, signs and icons. Thus, while this section will examine whether visual elements are applied, the analysis of semiotics of the home pages will analyse their function and meaning. The table below provides an overview of the functions applied to the Danish and British home pages. 50

51 Photographs Video Language Other visual elements Danske Bank % Nordea % Jyske Bank % Sydbank % Spar Nord % HSBC % Lloyds TBS % % RBS % Barclays % HBOS % % Table 9.1 Application of functions on the Danish and British home pages As the table indicates, all retail banks have applied photographs to their home page, except for Lloyds, who solely uses computer-animated images as an alternative. The Royal Bank of Scotland and Barclays apply photographs, as well as computer-animated images. None of the banks have chosen to apply video to their home page. However, this does not imply that video is not present on the website; it is merely not included on the home pages. As text is found on the website, language is also present on each home page. All retail banks, Danish and British, apply other visual elements to their website, e.g. the aforementioned computer-animated images. However, only Nordea, HSBC and HBOS apply the function of flash to their home page. While Nordea and HSBC apply flash in connection with advertising for particular accounts, HBOS apply flash to inform receivers of their latest news in the form of enticing text bits. Visual elements, such as fonts, colours and company logos, will be analysed in section 12, which analyses semiotics. 51

52 9.2 Interactivity As mentioned in section 3.1, interactivity is the process by which users interact with content, and can be placed along a continuum, ranging from simple to highly complex. The interactivity of users and content on the home pages is in each case in the former end of the continuum. Users interact with content by clicking menu options or images which function as links. However, the interactivity on the home pages of Danske Bank, Spar Nord, Lloyds TBS and HBOS is slightly simpler than the remaining home pages, as the remaining retail banks have a search function on their home pages, which allows for more interactivity with content. Furthermore, Barclays have applied an ask a question function, which places the bank slightly more ahead of the remaining banks. Most home pages offer customers a link to log on to their website, however, as the log on menu is not located on the home pages, but on an underlying page, these links do not affect the level of interactivity on the home pages. The level of interactivity on websites can be constrained by only allowing a user to choose from few options. However, the banks seemingly encourage a high level of interactivity by allowing the user to choose from a wide range of menu options. 9.3 Hypertext Hypertext is the non-linear way of presenting information, facilitated by a system of links. Links are divided into two groups: generic and specific links. Generic links are static and consistent elements throughout the entire website, while specific links will change rather frequently and are not static elements throughout the entire website. Generic links are present on the Danish, as well as the British, home pages and are indicated in appendix 2. The generic links are most often placed in the top section of the home pages and provide pathways to e.g. the internal receivers of the home page. However, generic links on the home page of HBOS do not provide pathways to internal receivers; rather, they provide access to e.g. information on the company, community, economics and treasury. In each case, the generic link is descriptive of the content of the page to which it points. 52

53 Specific links are present on each home page. The specific links are indicated in appendix 3. With the exception of HBOS, two types of specific links are present on the home pages; one type is located in the mid-section, while another type is located in the right or left side of the page. Both types of specific links point to underlying pages which can also be found under top menu options. With the exception of HBOS, the first type of specific links is located in the mid-section of the respective home pages of the retail banks. These links are all introduced by a short headline followed by a short text unit which explains the relevance of the link. The specific links introduce subjects deemed relevant by the bank to some of their customers, e.g. financial news and loans. However, with the exception of HBOS, specific links whose relevance is explained only by means of a headline is located in the left or right side of the home page. These links are helpful links and shortcuts to different underlying pages. Thus, this second type of specific links shares some characteristics with the generic links, viz the short informative titles which are descriptive of the topic of the underlying page, to which these specific links point and the lack of introductory paratext. However, they are not a consistent and static part of the websites; hence, they are treated as specific, rather than generic, links. While contact information form part of the generic links on the home pages of HSBC and HBOS, it consistently forms part of the specific links on the home pages of the remaining retail banks. HBOS slightly differs with respect to specific links, as their main menu options are in fact not generic links as the main menu on the remaining home pages; rather, the main menu is only present on the home page, thus, appearing as specific links. Hence, users must consistently return to the home page in order to navigate between the groups of internal receivers. Another type of specific links is located in the upper right section of the home page. These links solely concern financial news and are very changeable as they change every few seconds. The users on the home page will shift between the reading and navigation modes. The users of the home pages shift between the reading and navigation modes due to the fact that the function of the home pages is to provide pathways to the underlying pages of the websites. A user will, therefore, shift to and from the reading mode in order to navigate to the pages relevant to his/her needs. Seeing as the text on the home pages is restricted to small text units, a user is likely to skim the page for relevant information, compared with intense and focused reading. This is also supported by the fact that the text on home pages appears mostly in 53

54 connection with generic or specific links, and, thus, users are likely to skim the text in order to find relevant or interesting links. 9.4 Evaluation In this section, the medium was analysed by considering multimodality, interactivity and hypertext. The analysis of multimodality showed that, while Lloyds TSB only applies animated images to their home page, the visual functions applied to the home pages are held in common by all home pages. Both Danish and British retail banks apply photographs, language and other visual elements while omitting the use of video. Thus, audio functions are not present on any of the home pages. Furthermore, the level of interactivity between the user and the content on the pages are rather simple in each case. However, this is to be expected, seeing as the home pages provide pathways to the underlying pages of the website, on which more interactivity is likely to occur. Although the home page of HBOS differs slightly with respect to hypertext, generic and specific links are present on all home pages. Furthermore, all home pages apply a second type of specific links, which share characteristics with generic links, despite being specific links by nature. Moreover, the home pages are rather consistent vis-à-vis the location of the generic and specific links, respectively. Furthermore, circular shifts executed by a user between the reading and navigation mode take place on each of the retail banks home pages. The user goes to the home page with a view to find interesting and relevant links according to his/her needs, and will use the links present to navigate to and from the underlying pages. Thus, features of multimodality, interactivity and hypertext are held in common by the banks due to commonality of medium. However, the medium is interesting with regard to the extent to which the home pages share features specific to the medium, viz the placement of generic and specific links and the inclusion of a second type of specific links. 54

55 10 Genre Following Swales definition of genre and Bhatia s 7-step model, this analysis will examine aspects of the home pages, deemed by both theorists to be critical to an analysis of genre: communicative purpose and links/move structure. While the common communicative purpose is indicative of the same genre membership, the communicative purpose is realised through the links/move structure of the home pages. This analysis constitutes the third step of the analysis model presented in section 6 above Communicative purpose As the receiver will shift between the reading and navigation modes, the communicative purpose of the home pages will shift accordingly. Thus, this section will initially examine the communicative purpose(s) in the reading mode and subsequently in the navigation mode Communicative purpose in the reading mode Users will usually enter the home pages of retail banks to search for information or log on to an e-banking account. Hence, the home pages will contain information deemed important by the bank in this regard and, thus, will be a condensation of the most important information on the bank, its services and products. The function of the home pages is not to provide the user with a complete overview of the website; rather, the brief overview of important information on the website will aid the user in his/her search for information, relevant to his/her needs. Thus, options and topics introduced on the home pages will range from broad categories, such as "contact and "about us" to more specific categories, e.g. the presentation of news items or the option of choosing "personal banking", "business banking" etc. Thus, as the home page is a condensed version of the entire website, the main function of the home pages in the reading mode is: To introduce the website Additionally, the home pages have secondary purposes in common, which are as follows: 55

56 Present the bank s services, products and news of a financial nature or otherwise of importance to customers Image consolidation Capture the interest of customers and potential customers To aid the user in the search for information relating to the bank As mentioned above, a home page is a condensed version of the website. Thus, the home page is utilised by the retail banks to inform current and potential customers of the various services and products offered by them. Furthermore, the retail banks often publish short summaries of news on their home pages, which, due to the nature of the business conducted by the bank, is likely to concern financial topics and other topics deemed relevant to the bank's customers and potential customers. Along with design and layout, these choices also influence the image consolidation and creation of the internal sender. Finally, as Internet users will leave a website rather quickly, should they not find the information they need, the home page of the retail banks aim at capturing the interest of the customers and potential customers in order to prevent them from leaving the website. Thus, additional purposes to the ones resulting from Askehave & Nielsen's analysis stated in section include promoting services and products, capturing the interest of current and potential customers, as well as aiding the user in the search for information relating to the bank Communicative purpose in the navigation mode As mentioned above, the main function of a home page in the reading mode is to introduce the website. The hypertext system on the home page will allow a user to navigate to the underlying pages of the website using the generic and specific links located on the website. Therefore, as suggested by Askehave & Nielsen, the communicative purpose of the home page in the navigation mode is: To provide access to the website 56

57 10.2 Move structure As mentioned in section 2.2, the communicative purposes of a text are realised by the links/move structure. This also applies to web-mediated texts. Thus, in order to examine how the communicative purposes stated above are realised on the home pages, this section will analyse the links/move structure of the Danish and British home pages, respectively The realisation of communicative purposes Sections and above stated that the retail banks have common communicative purposes. An analysis of the home pages reveals common move structures by which the communicative purposes are realised. These moves are outlined in the table below. Identifying sender Indicating content structure Promoting products, services and news Drawing attention to specific links Establishing contact Attracting attention Establishing credentials o Informational link about the bank Improving accessibility Table 10.1 Moves common on the home pages The move identifying sender is common for all home pages and realised by the placement of the company logo on the home page. The logo is usually located in the top right or left corner, but may be placed elsewhere, e.g. in the mid-section of the page as on the home page of HBOS. On each home page the logo is separated from the remaining content and the font considerably larger in size, thus, assuring a clear and visible sender. This move serves two purposes with respect to the communicative purposes: image consolidation and capturing the interest of customers and potential customers. 57

58 The move indicating content structure is realised by the main menu located horizontally in the top section of each home page. The main menu may consist of either general or specific links and provides a clear overview of the content of the website. This move realises two communicative purposes: presenting the bank's services and products, as well as aiding the user in the search for information relating to the bank. The move "promoting products, services and news" is realised by typical specific links located in the mid-section of the home pages. This move specifies selected content on the home pages deemed important by the bank to their customers and potential customers and may vary in the number of products, services and news presented. This move is directly connected to the realisation of the communicative purpose presenting the bank s services, products and news and serves the secondary purposes of capturing the interest of customers and potential customers, as well as aiding the user in the search for information. The move drawing attention to particular links is realised by specific links, most of which are of the second order. These links are usually located in the left or right side of the home page. These links provide pathways to various underlying pages, which are also found in the various sub-menus. This move has a news presenting and image creating function as the content of these links are news (national and international) or otherwise self-promotional. Furthermore, this move helps realise the communicative purpose of aiding the user in the search for information relating to the bank. All home pages attempt to establish contact with customers and potential customers by including a link to contact information. The link may be a general or specific link and placed anywhere on the home page. The link to contact information is in some cases supplied with a specific link of the second order which facilitates the location of branches. This move helps realise the communicative purpose of consolidating or creating an image as it signifies a bank interested in communicating with current and potential customers. All the banks use verbal and non-verbal means to attract the attention of the users. In each case, images, text, layout and colours in the mid-section are used to attract and hold the attention of the users. Another means of attracting the attention of a user entering the home 58

59 page is a visible placement of the company logo. This move serves multiple functions with regard to the communicative purposes, as it helps realise the purposes of consolidating or creating an image, capturing the attention of current and potential customers, as well as aiding the user in the search for information relating to the bank. The entire home page of each bank serves the purpose of establishing credentials. However, this move is especially realised by each bank s inclusion of a link to information about the bank. This link may be explicit e.g. by consisting of the wording about the bank or implicit as Barclay s inclusion of a link to their international website which contains information about the bank. This move directly helps realise the communicative purpose of creating and consolidating the image of the respective banks. The last move mentioned in table 10.3 is italicised as only British home pages attempt to improve accessibility by including a link to accessibility. The link contains information on e.g. keyboard shortcuts and how to make changes to user's computers in order to improve browsing. This link helps realise the communicative purpose of aiding the user in the search for information relating to the bank. As this analysis reveals, each move realises one or several secondary communicative purposes. However, the primary communicative purpose of introducing the website is realised by the entire move structure. Thus, apart from serving the purpose of realising the secondary communicative purposes, each move also takes part in the realisation of the primary communicative purpose. While the communicative purposes in the reading mode is realised by moves, the communicative purpose in navigation mode as stated in section is realised by the hyperlinks which tie together various web pages into a web structure The four Cs Credibility, clarity, conciseness and coherence are observed on the home pages. Credibility is especially demonstrated by the banks by establishing authority, in that they are then recognised as having definitive knowledge of their type of business. Credibility is also achieved by the above-mentioned move establishing credentials. Furthermore, the nature of home pages as a 59

60 dynamic medium results in the material being identified as up to date, thus, adding to the credibility of the retail banks. Clarity is achieved by e.g. keeping sentences short and limiting topics in paragraphs. Hence, the level of clarity on the home pages is considerably high. Clarity is closely connected to conciseness with regard to home pages, as the purposes of the home page do not allow for extensive introductions and, thus, the need for economical writing is particularly present. Therefore, the economical language on the home pages adds clarity and conciseness to the home pages. Finally, coherence on the home pages is created by verbal and non-verbal means. While the information architecture on the home pages creates coherence by verbal means, non-verbal means, such as choice of colour and layout, create additional coherence. Coherence by means of colour consistency will be examined further in section Evaluation This section analysed the communicative purposes and links/move structure of the home pages; aspects which are critical to an analysis of genre. As mentioned in section 2.2, Frandsen et al. stress that communicative purposes are realised by the move structure of a text. This view is shared by e.g. Swales, who reach the same conclusion in his definition of genre in which he formulates his genre model. The analysis of the communicative purposes revealed two main functions of the home pages: introducing the website and providing access to the website. Secondary purposes of the home pages are to promote the respective bank's services, products and news, consolidate the image of the bank, capture the interest of customers and potential customers and, finally, to aid the user in the search for information relating to the bank. As mentioned in section above, major changes in communicative purpose is likely to indicate a different genre, while minor changes or modifications in communicative purpose is indicative of sub-genres. Thus, the modification of and addition to the communicative purposes of the home page in general as stated by Askehave & Nielsens indicate that a sub-genre emerges with the retail bank's home pages. However, genre is also determined on the basis of commonalities and similarities in register, thus, rendering important an analysis of register with regard to the aim of this thesis. 60

61 The analysis of links/move structure showed how a range of common moves on the home page realise these purposes. All home pages have a range of common moves; however, the British home pages distinguish themselves from the Danish home pages by the inclusion of an eighth move. However, this is seemingly the sole dissimilarity between the Danish and British home pages with regard to communicative purposes and move structure. 11 Register While the section above analysed the communicative purposes and links/move structure of the home pages, this section will analyse an aspect of genre, likewise deemed critical to an analysis of genre: register. By applying Halliday s register analysis, this section will thoroughly analyse the use of register on the respective home pages. While the communicative purposes are the principal criteria on which it is determined whether texts pertain to the same genre, links/move structure and register are criteria on which it is determined to which degree the texts are prototypical instances of a particular genre. The focus of this analysis is to analyse textual content present on the home pages. Therefore, this analysis will focus on rhetorical strategies applied to text units present on the home pages in order to examine the presence and extent of common features and dissimilarities. Hence, the analysis of register is illustrated in percentages to enable comparison Analysis of field The field of a text covers the social action and situation of a text. Field is associated with the ideational component of the semantics, which is concerned with the propositional content of the text. As the topic, environment and context of the home pages were examined in section 8 as part of the context, these aspects will not form part of the analysis of field. Halliday stated that a social action can be placed along a continuum depending on the degree to which it is defined with reference to language. The social action taking place via the home pages between the sender and receiver relies to a large extent on the reference to language in writing. However, 61

62 the user assuming an active role is a prerequisite for the existence of the social action in that the social action commence upon the user entering the home page. Thus, the social action taking place via the home pages is placed in the upper part of the continuum due to its dependence on language in writing. A different type of reference also examined under field is the exophoric and endophoric references. An analysis of exophoric and endophoric references will reveal the degree to which references are intra-textual or extra-textual, and whether the home pages are consistent in the use of these references, respectively. Endophoric and exophoric references are indicated in Appendix 4. The table in appendix 4.11 provides an overview of the examination of exophoric and endophoric references on the respective home pages. This examination of references generates the following distribution by percentages: 62

63 Danske Bank Nordea Jyske Bank Sydbank Spar Nord HSBC Lloyds TSB RBS Barclays HBOS Exophoric Endophoric The bank Customers Other The bank Customers Other 42.9% 35.7% 7.1% 14.3% 14.3% 85.7% 12.5% 62.5% 12.5% 12.5% 33.3% 55.6% 11.1% 50.0% 14.3% 21.4% 14.3% 25.0% 66.7% 8.3% 40.0% 53.3% 6.7% 11.1% 77.8% 11.1% 35.7% 60.0% 2.4% 2.4% 16.7% 8.3% 50.0% 8.3% 16.7% Table 11.1 Distribution by percentage of exophoric and endophoric references The table above provides an overview of the distribution of exophoric and endophoric references by percentage. Furthermore, the table clarifies the referent in terms of it being a reference to the bank itself, current and potential customers or otherwise. The predominant part of the references is exophoric. However, while the referent may be located on the home page, links are treated as independent text units incoherent with the remaining text units on the home page. This distinction is necessary as each link points to a different underlying page on the website and, thus, must be viewed as connected and linked to 63

64 this text unit exclusively. Hence, although the home pages consist of various text units, these text units do not together form part of a coherent text, but, rather, must be regarded as independent text units. Although the referent may be located on the home page, if it is not located in the particular text unit, the reference is classified as exophoric, as the referent is dependable on the communicative situation, rather than being revealed as the text unit unfolds. There is a clear tendency for exophoric references to refer to the bank itself or its customers. However, HBOS does not follow this pattern, as the majority of their references concern endophoric references to the bank itself. The remaining banks tend to focus their references on personal references using personal pronouns and possessive determiners, e.g. Your home may be repossessed if you do not keep up repayments on your mortgage. 120 The reason for this concentration of personal references is the multiple functions of these references in relation to the communicative purposes. While the personal pronouns and possessives may refer to current customers, their use also functions as a presentation of products and services offered by the bank vis-à-vis potential customers, should they choose to switch banks and a way to capture the attention and interest of the user. The use of references to the banks themselves functions mainly as image consolidation. As field covers the social action and situation, an analysis of field also requires an analysis of the taxonomy. Nominalisations are indicative of the technicality of a text, and, thus, is a prerequisite for the determination of technicality. Appendix 5 displays nominalisations on the home pages. As the appendix shows, nominalisations are not particularly prevalent but are, however, more frequently used on the British home pages than the Danish ones. A common feature of nominalisations present on the home pages is their frequency in connection with menu options, such as: investering [investments], opsparing [savings], and lån [loans]. The use of nominalisations in these cases not only increases the linguistic technicality but also economises the language, according to the four Cs. The taxonomy of the home pages can thus be placed along a continuum from non-technical to technical. The level of nominalisations on the home pages is indicative of low technicality with regard to the British, as well as the Danish, home pages. An analysis of verb types on the home pages will reveal the extent to which the Danish and British home pages, respectively, contain the same verb types and, thus, is indicative of 120 Barclays s home page 64

65 consistent use of register in that aspect. Verb type is analysed by looking at transitivity. Transitivity can be analysed in terms of intransitive and transitive verbs or in a broader sense which considers the participants and processes expressed by the verbs. Appendix 6 indicates transitive and intransitive verbs. The table in the appendix provides an overview of transitivity in the narrow, as well as the broad sense. The table below illustrates the distribution of transitive and intransitive verbs by percentage generated by the appendix. Transitive Verbs Intransitive Verbs Danske Bank 75.0% 25.0% Nordea 79.2% 20.8% Jyske Bank 70.0% 30.0% Sydbank 73.7% 26.3% Spar Nord 85.3% 14.7% HSBC 73.5% 26.5% Lloyds TSB 64.0% 36.0% RBS 72.7% 27.3% Barclays 65.7% 34.3% HBOS 70.0% 30.0% Table 11.2 Distribution of transitive and intransitive verbs by percentage As the table illustrates, there is a rather prevalent use of transitive verbs, the distribution of which is also fairly equal on the Danish and British home pages. The lowest percentage of transitive verbs appears on the home pages of Lloyds TSB and Barclays, while the top percentage appears on the home page of Spar Nord. The average distribution of transitive and intransitive verbs reveals a slight difference between the Danish and British home pages. While the average distribution of transitive verbs on the Danish home pages amount to 76.6 percent, the average distribution on the British home pages are somewhat lower with 69.2 percent. However, the analysis of the distribution of transitive verbs establishes it as a common feature of language use on the home pages of retail banks. Despite a slight difference in the average distribution by percentage, the distribution of transitive verbs is relatively high in each case. The next step will be looking at transitivity in a broader sense: processes. Based on appendix 6.11, the table below illustrates the distribution of processes by percentage. 65

66 Behavioural Mental Verbal Relational Existential Danske Bank Nordea Jyske Bank Sydbank Spar Nord HSBC Lloyds TSB RBS Barclays HBOS 74.2% 12.9% 12.9% 66.7% 16.7% 16.7% 65.0% 5.0% 10.0% 15.0% 5.0% 73.7% 26.3% 67.6% 2.9% 29.4% 82.4% 5.9% 11.8% 64.0% 4.0% 32.0% 54.5% 18.2% 9.1% 18.2% 62.7% 7.5% 1.5% 28.3% 55.0% 15.0% 30.0% Table 11.3 Distribution of processes by percentage The main processes used on each home page are material, mental and relational. processes are most prevalent, as each home page textually consists of more than 50 percent material processes. While there is a 9.2 percent variation in the distribution of material processes on the Danish home pages, there is a variation of 27.4 percent on the British ones. However, despite the variation in the distribution of processes, the overall picture illustrates common features in choice of prevalent processes. The participants related to the processes on the home pages predominantly concern the sender and receiver. Additional participants are only mentioned on the home pages of Danske Bank, 66

67 Jyske Bank, Spar Nord and HBOS, and only in connection with statements, which concern or benefit the bank, e.g. by mentioning the Danish government in connection with the government guarantee scheme or when Jyske Bank mentions various companies which have carried out analyses of the bank resulting in a positive outcome. Thus, an analysis of participants is irrelevant to the analysis carried out in this thesis and, therefore, will not be elaborated further. Participants other than the sender and receiver have been highlighted in appendix 7. The field of the home pages also covers metaphors. Appendix 8 indicates the metaphors on the home pages and provides an overview of these. While virtually all home pages use orientational metaphors, ontological metaphors and metonymy, none of them contain structural metaphors. Ontological metaphors are the most frequently applied type of metaphor, whereas there is a rather equal distribution of metonymy. The frequency of ontological metaphors is, however, not surprising, as ontological metaphors allow the company to refer to the bank as an entity capable of acting. Metonymy serves a purpose not unlike that served by the ontological metaphors, as metonymy allows the bank to refer to the company, as opposed to the individual employees responsible for specific actions. Cultural-specific elements are connected with the social action and situation of the text, and are thus considered under field. Cultural-specific elements on the Danish home pages are rather rare. Nordea's home page contains no cultural-specific elements. The remaining Danish banks all mention "statsgarantiordningen" [the government guarantee scheme], which refers to the guarantee scheme signed by the Danish government on 5 October. The guarantee scheme requires joining banks to raise DKK 35 billion in total, which will protect deposits and unsecured claims in Danish financial institutions. 121 Jyske Bank and Sydbank both mention the exposure to Icelandic banks. This is due to the financial crisis, which has highly affected the Icelandic financial sector. The Icelandic banks have taken out significant loans in foreign banks, including Danish banks. In order to finance payments on current loans, the Icelandic banks have taken out additional loans. However, due to the crisis, it is impossible for Icelandic and See appendix

68 banks to finance the payments on the loans. 122 Thus, it is important for some Danish banks to stress their low exposure to the Icelandic banks. Other cultural-specific elements on the home pages of the Danish banks include mentioning of Danish cities and addresses by Sydbank and Spar Nord. Sydbank also mention det gule sygesikringskort [the yellow medical card], which is also specific to Denmark. Finally, the use of the Danish language on the home pages constitute a cultural-specific element, as rather few people outside Denmark speak the language. While cultural-specific elements on the Danish home pages are scarce, they are almost nonexistent on the British home pages. Only the home page of HBOS contains few culturalspecific elements. The first is the mentioning of "the Government" which refers to the British Government. The second element is the mentioning of an announcement by the Government on banking capital. This refers to the Government's measure aimed at rescuing the banking system by making available 400bn of fresh money. 123 However, this omission of culturalspecific elements is not surprising. The status of the English language as lingua franca must also be considered by the banks when they construct their web site as people entering their web site may be of various nationalities, but all of whom may understand English. Therefore, by omitting cultural-specific elements the banks appeal to a greater number of potential customers, than would the case be otherwise. All cultural-specific elements are indicated in appendix Analysis of Tenor The tenor of a text covers the role structure and relationship between the participants, including the permanent status of the participants, and the status and power ascribed to them facilitated by the existence of the home pages. Tenor is associated with the interpersonal component of the semantics, which regards the text as part of the interaction of the participants. Thus, when analysing tenor, the home pages are considered in relation to the sender and the receiver as well as sender s colouring of the text. Hence, while the participants are defined in section 8, this section will elaborate on the interpersonal aspect of the home pages See appendix See appendix

69 One of the principal concerns of tenor is the role relationship of the participants. As the participants connected with the home pages are defined as sender and receiver, the role relationship is defined as one of the first order. Role relationships of the first order are defined without reference to language, although the relationship may be realised through language, which defines the role relationship of the sender and receiver, connected to the home pages. Tenor is also concerned with participation. Participation is either complex or simple, depending on whether the sender attempts to elicit a response from the receiver. An indication of complex participation is the use of 2 nd person pronouns on the home pages. The use of 2 nd person pronouns is very frequent on the home pages. The Danish home pages address the receiver solely by the use of 2 nd person pronouns singular. A frequent use of 2 nd person pronouns is also prevalent on the British home pages, although there are few exceptions. While RBS addresses the receiver mostly by using 2 nd person pronouns, the bank uses the 1 st person pronoun singular in one instance. HBOS solely addresses the receiver using the 1 st person pronoun singular. However, due to correspondence between the 2 nd person pronoun in the singular and plural forms, it is not possible to further specify the form of the personal pronouns used on the British home pages. Second person pronouns are indicated in appendix 10. While complex participation is indicated by the presence of 2 nd person pronouns, participation also necessitates an examination of mood as this too can indicate complex or simple participation. When analysing mood, we distinguish between the imperative and the indicative which comprise the declarative, interrogative and exclamative. Appendix 11 provides an overview of the analysis of mood, which generates the following distribution by percentage of imperative and indicative clause types: 69

70 Imperative Indicative Danske Bank 69.2% 30.8% Nordea 85.7% 14.3% Jyske Bank 50.0% 50.0% Sydbank 50.0% 50.0% Spar Nord 54.2% 45.8% HSBC 83.9% 16.1% Lloyds TSB 65.2% 34.8% RBS 90.0% 10.0% Barclays 43.8% 56.3% HBOS 11.8% 88.2% Table 11.4 Distribution by percentage of imperative and indicative clause types The Danish home pages appear to have a fairly even distribution of imperative and indicative clause types, with the exception of Nordea, the home page of which mainly contain imperative clauses. However, a slight difference in the percentage of imperative and indicative clause types, respectively, are to be expected. Nevertheless, the overall picture illustrates that imperative clauses have been applied in at least 50 percent of the instances of verb phrases on the home pages. This also applies to most of the British home pages with the exception of Barclays and HBOS. The explanation of the lower percentage of imperative clauses is found in the choice of content on these home pages, as the lower part of Barclays home page contains information regarding particular products. Thus, it is to be expected that verb phrases forming part of these text units are indicative rather than imperative, as the imperative is used to e.g. give orders and warnings, rather than to inform. Most verb phrases on the home page of HBOS form part of a text unit of an informational nature, e.g. news. Thus, as the main function of news is to inform, clauses are indicative rather than imperative. However, apart from these instances, this analysis showed that it is a common feature of register on the home pages to contain 50 percent or more imperative clauses. However, in order to distinguish clause type from the intention of the sentence, tenor requires an analysis of speech acts. The examination of speech acts as illustrated in the table in appendix 11 generates the following distribution by percentage: 70

71 Danske Bank Nordea Jyske Bank Sydbank Spar Nord HSBC Lloyds TSB RBS Barclays HBOS DIR:RQ COM:OF REP:ST COM:PR DIR:QU REP:CL 46.2% 19.2% 19.2% 15.4% 81.0% 14.3% 4.8% 56.2% 25.0% 12.5% 6.3% 50.0% 37.5% 6.3% 6.3% 58.3% 41.7% 77.4% 3.2% 16.1% 3.2% 56.5% 39.1% 4.3% 90.0% 10.0% 39.6% 6.3% 54.2% 11.8% 88.2% Table 11.5 Distribution of speech acts by percentage 124 Table 11.5 illustrates the distribution of speech acts according to the type of speech act, as well as the direct act. Thus, while the home pages display a clear tendency to contain imperative clauses, the table above provides an overview of the intention of the sentences. One function of imperative clauses is to give orders and commands. However, as evident in table 11.5, clauses on the home pages are predominantly directive functioning as a request. Orders and commands are not present on the home pages. Hence, most text units on the home pages function as a means to urge the receiver to read further information on services, products or 124 DIR:RQ = Directive: request, COM:OF = Commissive: offer, REP:ST = Representative: statement, COM:PR = Commissive: promise, DIR:QU = Directive: question, REP:CL = Representative: claim 71

72 news, as it is in the interest of the bank to capture the attention of the receiver with regard to these aspects. Representative statements likewise account for a considerable amount of speech acts present on the home pages. The home pages apply representative statements to express the truth about propositions concerning the bank and its business, and, thus, representative statements function as a means to further the secondary communicative purpose of image consolidation. The analysis of speech acts is also indicative of the level of participation. As mentioned above, 2 nd person pronouns and imperative clauses indicate complex participation in which the sender attempts to elicit a response from the receiver. This corresponds to the level of directive requests on the home pages, as these urge the receiver to perform some sort of further act, whether it is that the receiver contacts the bank, reads further information on particular issues or makes use of their services or other acts for the benefit of the bank. The use of 2 nd person pronouns and imperative clauses are also connected to the communicative purposes, as they function as a means of capturing the attention of the receiver, as well as the text units in which they appear functioning as a presentation of services and products offered by the bank. Complex participation is also connected to a consultative level of formality as this, too, will attempt to elicit some kind of response from the receiver. A consultative level of formality is also marked by the use of 2 nd person pronouns when referring to the receiver, as well as the use of 1 st person pronouns when referring to the bank itself. Indications of formality by the use of 1 st and 2 nd person pronouns are underlined in appendix 12. With the exception of Nordea, Spar Nord and HBOS, all home pages contain instances of reference to the respective banks by use of 1 st person pronouns, instead of a more formal language use implied by 3 rd person pronouns. However, the British home pages contain additional indications of a casual level of formality implied by the use of contractions. With the exception of RBS, the British home pages all contain contractions in the form of e.g. we ll, we re, you ll and you re. Thus, while the Danish home pages are characterised by a consultative level of formality, the British home pages are characterised by a consultative - casual level of formality. When considering the status and power ascribed to the participants, one must consider the power and status ascribed to them in relation to the home pages, as well as the permanent status and power ascribed to them due to their relationship in general. A consultative level of 72

73 formality on the home pages is indicative of a situational balanced power relationship, and, thus, a relation in which the authority of the participants vis-à-vis each other is rather balanced. This is also implied by the use of 1 st and 2 nd person pronouns and speech acts in which request are predominant. However, the home pages places slightly more authority with the receivers as the receivers may or may not respond to services and products offered by the bank. The permanent relationship between the participants exists not only because of the web site, but also because of meetings between the participants, which here only applies to actual customers of the banks. Even though potential customers may meet with the bank, a permanent relationship only exists between the bank and its current customers. The permanent relationship between the participants is dynamic, in that when the need of the customer changes, the power relation and status changes accordingly. Thus, while the bank manages the money of the customer, a shift in power and authority occurs when e.g. the customer is in need of a loan. However, the role relationship between the participants is generally rather balanced with regard to power and authority as the participants are mutually interdependent Analysis of mode Mode refers to the textuality of the discourse and covers the symbolic organisation of the text, including the status of the text in the particular situation and its function in relation to field and tenor. Mode is associated with the textual component of the semantics which covers the role of the text and its components as a message. As there are different methods by which we construct messages, textual semantics represent the various ways in which we structure a message. The textual units on the home pages are written only to be read. As the home pages consist of small independent text units, the home pages are not intended to be read aloud. Furthermore, the home pages contain a mixture of three different text types: conceptual exposition, summary and instruction. Conceptual exposition is writing which explains and outlines the topic in the beginning of a text. Conceptual exposition devotes each paragraph to one aspect of the particular issue and moves from topic sentence to supporting details. Conceptual exposition characterises the home pages in connection with generic and specific links on the home pages as the links can be perceived as the introduction of a text, thus, outlining the topic. Specific 73

74 links introduce the topic of the link, either by pointing to its own topic (specific links of the second order) or a headline and text unit introducing the topic of the link (specific links of the first order), while generic links point to their own relevance and topic. Furthermore, while each home page functions as a general introduction of the website, the underlying page with which a link is connected contains more detailed information, thus, moving the user from general to particular details. Summary forms part of conceptual exposition, and also forms part of the text type of home pages in connection with specific links of the first order, owing to the introduction of the link by paratext. Lastly, as stated above, complex participation is characterised by the sender attempting to elicit a response from the receiver, which also characterises the instructional text type, thus, this text type is also present on the home pages. As mode covers textuality, an analysis of cohesion is necessary. Cohesion occurs when the interpretation of a particular element in a sentence is dependent on another element in another sentence. It is possible to distinguish between two types of coherence: grammatical cohesion and lexical cohesion; each of which will be examined below in connection with the home pages. Section 11.1 above includes an analysis of exophoric and endophoric references. Endophoric references point to another element in the text and, thus, are cohesive features, hence arguably also an element of mode. Endophoric references may either be anaphoric pointing to an element in the preceding text or cataphoric pointing to an element in the following text. Thus, in order to examine the anaphoric and cataphoric references, we need to analyse the endophoric references. Apart from providing an overview of exophoric and endophoric references, the table in appendix 4 specifies whether these are personal, demonstrative or comparative, as well as whether endophoric references are anaphoric or cataphoric. The examination of anaphoric and cataphoric references generate the following distribution by percentage: 74

75 Danske Bank Nordea Anaphoric Cataphoric PS DM CP PS DM CP 100.0% Jyske Bank Sydbank 100.0% Spar Nord HSBC Lloyds TSB RBS 100.0% 42.9% 42.9% 14.3% 100.0% Barclays HBOS 50.0% 50.0% 55.6% 11.1% 33.3% Table 11.6 Distribution of anaphoric and cataphoric references by percentage 125 The table above illustrates the distribution of anaphoric and cataphoric references by percentage, along with distinguishing them by type of reference. As the appendix illustrates, endophoric references are very scarce. However, the endophoric references present on the home pages form ties by means of personal and demonstrative references only, thus, comparative references are not present on any of the home pages. While the table illustrates a tendency for the home pages to contain slightly more cataphoric references, one must compare 125 PS = Personal reference, DM = Demonstrative reference, CP = Comparative reference 75

76 the difference in the distribution of references to the scarce number of endophoric references. The total number of anaphoric references on the home pages amounts to 11, while the cataphoric references amount to 12. Thus, the deviation in distribution by percentage is not due to considerable difference in the amount of references; rather, it is due to the scarce amount of endophoric references, as home pages containing e.g. 1-2 endophoric references will still appear to contain a heavy concentration of e.g. demonstrative cataphoric references. Apart from a rather even distribution of anaphoric and cataphoric references, the table reveals a common feature as comparative references are not present of any of the home pages. Thus, though scarce in number, cohesion on the home pages with regard to endophoric references occurs due to a fairly equal, overall distribution of anaphoric and cataphoric personal and demonstrative references. Grammatical cohesion is also formed by substitution and ellipsis. However, substitution is not present on any of the home pages. The home page of HBOS does not contain ellipsis, either. Only few instances of ellipsis are present on the remaining home pages, all of which are nominal ellipsis. All instances of ellipsis occur in the form of substitution by zero, as in "læs mere" [read more] on some of the Danish home pages 126 and "find out more" on some of the British home pages. 127 These are instances in which an NP specifying the topic of the linking text is omitted. Instances of ellipsis are indicated in appendix 13. Lexical cohesion is formed by general nouns, reiteration and collocation. Although all home pages contain general nouns, such as customer, investments and news, general nouns in cohesive function are not present on any of the home pages. This supports the view expressed in section 11.1 above about text units on the home pages functioning as independent text units rather than a cohesive text. Cohesive sentences on the home pages are scarce and, thus, partly explain the lack of cohesive functions, including general nouns. General nouns with a cohesive function may be present in the text unit and the underlying page to which it points. This, however, is outside the scope of this thesis, and, thus, will not be considered. Instances of reiteration occur on all the home pages. Appendix 14 display reiterated lexical items and provides an overview of these, along with the related types of reiteration. The table 126 Danske Bank and Spar Nord 127 HSBC, Lloyds TSB and RBS 76

77 in the appendix illustrates text units containing reiteration which generates the following distribution of reiteration type by percentage: Repetition Synonymy Hyponymy Danske Bank 100.0% Nordea 100.0% Jyske Bank 66.7% 33.3% Sydbank 75.0% 25.0% Spar Nord 80.0% 10.0% 10.0% HSBC 100.0% Lloyds TSB 100.0% RBS 100.0% Barclays 100.0% HBOS 100.0% Table 11.7 Reiteration type distributed by percentage The table above illustrates the distribution of reiteration by type. Thus, while lexical coherence formed by reiteration is present in various degrees on the home pages, it is a distinct common feature on the home pages to contain predominantly reiteration by repetition of lexical items. Only few instances on synonymy and hyponymy occur on three of the Danish home pages. Coherence in the form of collocation only occurs on half the home pages unrelated to country and, on those, only very few instances are present. Collocation in cohesive function occurs on the home pages of Danske Bank, Nordea, Sydbank, HSBC and Barclays. Instances of collocation are indicated in appendix 15. With the exception of Sydbank, collocation in the form of complementarity is present on each of the home pages, thus, coherence appears in this function. Danske Bank, Nordea and Barclays contain a cohesive effect in the complementarity of "questions and answers", while the home page of HSBC contains the complementarity of day and night. The collocational pattern of faldende aktiekurser [declining share prices] present on the home page of Sydbank is also present on the home page of Nordea. 77

78 11.4 Evaluation According to Swales' genre model as defined in section above, the principal criteria for determining genre is the communicative purpose(s). The analysis of communicative purposes and move structure indicated that the retail banks distinguished themselves from the general home page, according to the analysis performed by Askehave & Nielsen. However, as the dissimilarity in communicative purposes was a minor change, the retail banks do not constitute an entirely new genre, but constitute a sub-genre instead. Thus, the above analysis of register helps determine the degree to which a text is prototypical of a particular genre. In this case, the analysis helps determine the degree to which the home pages are prototypical instances of the same sub-genre on the basis of register similarities. Therefore, section 11 contains analyses of register on the home pages in order to establish common linguistic features indicative of the extent to which the home pages are prototypical instances of the same sub-genre. Thus, various linguistic effects were examined under field, tenor and mode. All linguistic features analysed under register displayed similarities in characteristics, although to a varying degree. However, the occurring variation is to be expected as the texts are not entirely equal. The home pages display similarities to an overwhelming degree. While variation occasionally occurs, each analysis revealed similar characteristics. Moreover, the similarity in characteristics applies not only to Danish and British home pages, respectively, but also between the Danish and British home pages. Thus, the above analysis of register, which displayed an overwhelmingly amount of similarities, indicates that the home pages are all prototypical instances of the same genre. However, as non-verbal elements are also features of the home pages, an analysis of semiotics is necessary in order to conclude whether the prototypicality of the home pages is consistent. 12 Analysis of semiotics The section above analysed the linguistic content on the home pages by applying Halliday s register model, as instances of genre display patterns of similarities in content. However, content can also be analysed in terms of visual rhetorical strategies on the home pages, thus, necessitating an analysis of semiotics. 78

79 As section 5 mentioned, the home pages also contain visual rhetorical strategies in the form of the placement of the company logo and selection of colours. The analysis of move structure in section 10.2 revealed that the banks usually place the company logo in the top right or left corner of the home page. However, the home pages also display similarities in the choice of colours. Colours which either form part of the company name and logo or its background is a constant visual element throughout the home pages and, with the exception of the home page of HBOS, also include variations in lightness. In connection with the communicative purpose of the home pages as stated in section , the choice of colours on the home pages has a positive effect with regard to image consolidation and capturing the interest of current and potential customers. Furthermore, the choice of colour has a positive effect on coherence, which forms part of the four Cs. As the colours of the company name and logo is a constant visual element throughout the home page, it obtains a cohesive effect. Visual rhetorical strategies in the form of images are a prominent feature of home pages as they appear in connection with text units. Images often appear with texts to anchor the possible meanings thereof and vice versa. Therefore, images can also influence the reception of the communicative purposes. The section below will carry out a thorough analysis of images on the home pages and determine their function Images This section will analyse images on the home pages with regard to denotation and connotation, anchorage and relay, and whether they are instances of image demands or image offers. The analysis will consider each image on the home pages starting from the top left image and continuing to the right and downwards. Prints of the home pages can be viewed in appendix Images on Danske Bank s home page Image 1 on Danske Bank's home page shows part of an old classicistic building on which the words Danske Bank is placed in gold letters. The image is connected with the following text: Stabilitet på det financielle marked i Danmark. Danske Bank er med i den garantiordning, som den danske stat underskrev d. 5. oktober. Læs mere [Stability on the financial market in Denmark. Danske Bank participates in the guarantee scheme that was signed by the Danish 79

80 government on 5 October. Read more]. The image connotes tradition, stability and confidence. The image and text function as interdependent anchors. The connotative meanings of the image signals that the customer can trust Danske Bank, despite the current financial crisis and, in turn, due to the text, the connotative meanings of the image are controlled in that the text indicates a connection with the crisis and market stability. The image is an instance of image offer as the receiver is not invited to form part of the image. Image 2 on the home page of Danske Bank displays two men and a woman. The woman sits in the middle of the two men. The man on the right is making hand gestures while the other two have their heads turned towards him. The image is placed next to the following text: Hvad betyder krisen for din privatøkonomi? Læs vores svar på nogle af de typiske spørgsmål, som vi møder fra vores kunder i øjeblikket. Læs mere [How does the crisis affect your personal finances? Read our answers to some of the typical questions with which our customers are currently concerned. Read more]. The connotative meaning of the picture is: deliberation. The image is applied to support the text by designating deliberation of the questions. Furthermore, the use of the pronoun "vi" [we] in the text creates connection between the text and image, as the receiver will perceive the people in the picture to represent Danske Bank. While the image functions as support of the text, the text anchors the image as the connotative meaning is controlled towards deliberation instead of merely conversation. Owing to the text, the receiver assumes that the depicted persons deliberate the questions to which the text refers. Thus, text and image function as interdependent anchors. The image is an instance of "image demand" as the receiver forms part of the circle of people depicted on the image, and, thus, is invited to form part of the picture Images on Nordea s home page Image 1 on the home page of Nordea displays a photograph of a woman and a man smiling. The woman is looking down to the left. The man's whole face is displayed while his eyes are focused on the woman. They are wearing casual attire. The image is placed in a box containing text, advertising a Nordea product with which you can seemingly lead a free everyday life. The connotative meaning of the image is: harmony and partnership. The image promotes the link as it indicates that the customer will likewise be happy, if s/he continues to the underlying 80

81 page to which the link points, and thus, the image is anchored by the text. Hence, text and image offer mutual support of each other, and, therefore, function as interdependent anchors. The image is an instance of image offer as it does not attempt to establish a form of direct content with the receiver. The second image displays a woman against a white and grey background. The woman looks directly at the camera. Next to the image is the following text: Finansuroen og dine penge. Læs forbrugerøkonomens svar på spørgsmål om finansuroen. Spørgsmål og svar om finansuroen [The financial unrest and your money. Read the consumer economist s answers to questions concerning the financial unrest. Questions and answers concerning the financial unrest]. The connotative meaning of the picture is: professionalism and confidence. Furthermore, as "forbrugerøkonomen" [the consumer economist] is included in the text, it is to be expected that the depicted woman is the consumer economist mentioned. Thus, the image is used to support and promote the meaning of the text as it depicts the person mentioned. In turn, the text anchors the image as it elaborates on the depicted person and, hence, controls the perception of the image. Therefore, text and image function as independent anchors due to mutual influence on each other. The image is a clear example of image demand as the gaze of the woman depicted is directed at the receiver who, thus, is invited to from part of the image and enters into an imaginary relationship with the woman. The relation between text and image characterises and specifies the relationship as one between an advisor (the consumer economist) and receiver Images on Jyske Bank s home page The home page of Jyske Bank contains four images on the top of the page. However, these are still images from video clips illustrated by a play-symbol in the middle of the image in the form of a greater-than symbol in a circle. As these represent video clips and, as such, function as icons of the video clips, they will not be considered further in this analysis. The fifth image on Jyske Bank s home page is an image considerably larger in size than the other images. It displays a computer screen playing a video clip from jyskebank.tv in which two women sit opposite each other in an office. The image appears in connection with text 81

82 advertising a second Jyske Bank website containing video clips. The image connotes updates, news, live broadcasting and interviews. The text supports and confirms the message of the image and vice versa, thus, creating the function of interdependent anchors. The image is an example of image offer as the participants do not attempt to establish a relationship with the receiver. The receiver merely plays the role of viewer. The denotative meaning of the sixth image is a plane being refuelled. The image is placed next to text concerning a Jyske Bank product aimed at customers who wish to purchase a holiday residence abroad. The connotative meanings of the image are: freedom and travel. Undoubtedly, the image and text are meant to reflect each other and function as interdependent anchors. However, the connection would be stronger had the image depicted a holiday home abroad. The relation between text and image relies on both being associated with travelling. Owing to a relation between the text and image consisting of common connotative meaning, anchorage is partially achieved. However, the image and text do not function as either support or confirmation of each other. The image is an instance of image offer. The denotative meaning of the last image on Jyske Bank's home page is five different hats associated with different countries e.g. a bowler hat associated with Britain and a French beret. The image appears in connection with the following text: Nyt tilbud fra Jyske Invest. Der findes ikke andre investeringsforeninger i Danmark, der tilbyder en tilsvarende investering i valuta. Jyske Invest Hedge Valuta. [New offer from Jyske Invest. No other unit trust in Denmark offers similar currency investments. Jyske Invest Hedge Valuta]. The connotative meanings of the image are: different foreign cultures and variation. Anchorage of the image by means of the text and vice versa is merely partially achieved by common connotative meaning, as both image and currency connote different foreign countries. However, there is no similarity or common connotative meaning between Jyske Invest, from which the offer originates, and the image. The image is an instance of image offer, as the receiver is not invited to form part of the image. 82

83 Images on Sydbank s home page The denotative meaning of image 1 on Sydbank s home page is the corner of a building against a blue sky on which white clouds are scattered. Across the building, we see the name 'Sydbank' in white letters. The image is shot in an upwards angle, thus, emphasising the name on the building. The image is considerably larger in size than the remaining three images on the page and appears in connection with text welcoming their new customers in Roskilde. Thus, it is expected that the building in the picture is displaying Sydbank s new branch in Roskilde. The connotative meanings of the image are: harmony and a strong Sydbank. As it is expected that the depicted building is the new branch in Roskilde, the reception of the image is controlled by the text which, thus, is anchored by it. The image and text function as support of each other. The image is an example of image offer as the receiver does not play a role in the image. The second image displays four adults, two of whom have their backs turned towards the camera and sit opposite a woman and a man carrying a baby. They are sitting in a seemingly homely environment. The image appears in connection with text advertising Sydbank's Netsikker Nu! campaign. The connotative meanings of the image are: comfort, cosy atmosphere, family and security. The image is an attempt to depict personal life and security, and is therefore an attempt to directly relate the image to the text and appeal to the emotions and feelings of the receiver. Thus, text and image function as interdependent support of each other. The image is an example of image demand as the receiver is invited to form part of the circle of people depicted, although their gazes and gestures are not focused on the receiver. The denotative meaning of the third image is a man standing in an office looking at a computer screen. The image appears in connection with the following text: Vejledning til investorer. Langsigtede og ugearede investorer bør bevare roen i den aktuelle krise. Læs Sydbanks vejledning til investorer. [Guide for investors. Far-sighted and ungeared investors should remain calm in the current crisis. Read Sydbank s guide for investors]. The connotative meanings of the image are: professionalism and business. However, judging only by the picture, it is unclear that the man depicted is an investor. Therefore, as the receiver expects the depicted person to be an investor owing solely to the text, it functions as an anchor of the 83

84 image, which in turn functions as support of the text. The receiver does not form part of the image and, thus, it is an instance of image offer. The last image displays a busy street in what is seemingly a big city. The image appears in connection with text advertising Sydbank's MasterCard which includes travel insurance. The connotative meanings of the image are: travel, foreign country, experience and leisure. The picture and its connotative meanings are illustrations of the text and, hence, the image supports the text and vice versa. The image is an instance of image offer, as the sender does not attempt to establish a form of direct contact with the receiver Images on Spar Nord s home page The denotative meaning of the first image on Spar Nord s home page is a large sign advertising the bank. The image appears in connection with text welcoming customers of a new Spar Nord branch in Roskilde and links to further information on Spar Nord. The connotative meaning is equal to the denotative meaning; however, the text influences the reception of the image, as the receiver perceives the sign to be connected to their branch in Roskilde. As the text links to further information on the bank, the image and text function as support of each other due to common meaning. The image is an example of image offer, as the receiver is indirectly addressed. The denotative meaning of image two is an animated picture of a green house on which the energy classes are depicted. The image appears in connection with a text concerning energy conservation. The connotative meanings are: eco-friendly and energy conservation. The image is an illustration of the contents of the text and, thus, the text and image function as interdependent anchors as they support and confirm the message of each other. The image is an instance of image offer, as it does not attempt to establish a relationship between the participant and the receiver. The third image displays the logo of Spar Nord against a red background. The image appears in connection with text explaining how the bank is now covered by the government guarantee scheme, as well as a link to the stock exchange announcement. The connotative meaning of the 84

85 image does not extend beyond the name of the bank. Except for the image consisting of the logo of Spar Nord, the image does not reflect the content of the text. Neither image nor text function as support or confirmation of the other, and, thus, anchorage of either fails. Therefore, the choice of image does not appear to have been the cause of much reflection and consideration by the bank. The image is an image offer as the receiver is not invited to form part of the image. The denotative meaning of the fourth image is the text High School Musical The Ice Tour" in red letters against a yellow background. The silhouette of an animated person appears in the lower left corner. The image appears in connection with text offering customers to purchase tickets to the event with a discount. As with image two on Sydbank's home page, the connotative meaning does not extend beyond the denotative meaning. However, the image supports the text as it depicts the subject of the text. The receiver is not invited to take part in the picture or form an imaginary relationship with the participant, and, thus, the image is an image offer. The fifth image displays a middle-aged man and woman. The man has his arm around the woman and they are both smiling. The picture appears in connection with text containing the following headline: En god pension giver økonomisk tryghed for hele familien [A good pension plan will provide the entire family with financial security]. The image connotes affection, security, partnership and familiarity. The image supports the text due to the connotative meanings, the age of the couple and vice versa. The relation between the text and image affects the interpretation of the image, as the receiver perceives the couple as being happy owing to their financial security provided by their pension plan. Anchorage by means of interdependent anchors is achieved as the text supports the image, and the image is an attempt to illustrate the text. The gaze of the couple is not focused on the receiver, and they do not attempt to include the receiver in the picture, thus, making it an image offer. The denotative meaning of the last image on Spar Nord's home page is a toy in the foreground and two children out of focus appearing in the background. The image appears next to text concerning advantages of Star customers in relation to child savings accounts and grandchild savings accounts. The connotative meanings of the image are: grandchildren, children, fun, 85

86 enjoyment, unconcern, leisure and security. The image functions as support of the text, as the children depicted in the picture represents the children or grandchildren of the receiver and, thus, the picture is an illustration of elements in the text. The text influence the connotations of the image, in that the receiver expects the children to represent the children or grandchildren mentioned in the text. Thus, text and image function as interdependent anchors. While a line can be drawn from the gaze of the child to the left to the receiver via the toy, the receiver is not the object of the child's gaze, making the image an image offer Image on HSBC s home page The home page of HSBC contains one image which, in turn, consists of four images. However, as these images are not separated, they will be treated as one. The denotative meanings of the image are: a fairy cake with white icing and a red cherry, an airbed in a pool, a dashboard in an old-fashioned car and a HSBC Plus credit card. The image appears in connection with an advertisement for HSBC Plus containing the text: Experience a we re at your service kind of bank account. The connotative meanings of the image are: enjoyment, indulgence, vacation, relaxation, fun, pleasure and exclusivity. The image and text function as interdependent anchors which support and confirm the message of each other. The text offers an explanation of the purpose of the pictures and, in turn, the pictures illustrate examples of what is meant by at your service. The image does not attempt to include the receiver or form an imaginary relationship with the receiver, thus, is an instance of image offer Images on Lloyds TSB s home page The first image on Lloyds TSB s home page is an animation of a man and a woman. The woman is sitting in a car, while the man is pumping air in one of the tyres to the extent that the entire car is slanting. The image appears in connection with a saving tip about pumping up tyres correctly and is considerably larger in size compared to the remaining images. The connotative meanings of the image are: informality and exaggeration. The image is a comic interpretation of the text and functions as a support thereof, as the image illustrates the meaning of the text, although in a rather informal and comic manner. However, the text controls the interpretation of the image, as it offers a possible explanation as to why the man is pumping up the tyres. Thus, the text and image function as interdependent anchors. The image 86

87 does not attempt to establish an imaginary relationship with the receiver, hence, it is an instance of image offer. The denotative meaning of image 2 is an animation of a woman in an armchair with her feet on the back of a man on the floor. The animation appears in connection with the following text: Current accounts. Switch to us and put your feet up. Find out more. The connotative meanings of the image are: informality and relaxation. The image and its connotative meanings support the text as the animation is a comical literal interpretation of the text which, in turn, offers an explanation to the depicted situation. Therefore, text and image function as interdependent anchors. The image is an example of image offer, as the receiver merely plays the role of observer. Image 3 displays a MasterCard from Lloyds TSB. The image appears in connection with a text advertising an Advance Card. The image connotes shopping and MasterCard. Due to the text containing information about Lloyds TSB s Advance Card, the receiver interprets the depicted card as being an Advance Card, thus, the image supports and is directly related to the text and vice versa and, hence, anchorage of both text and image is achieved. The image is an instance of image offer. The last image is an animation of a woman inside a car. The image appears in connection with text concerning car insurance. The image connotes driving and freedom. The image is anchored by the text as the receiver expects the woman to represent a customer who has taken advantage of Lloyds TSB s car insurance offer. The image is an instance of image offer as the sender does not attempt to directly contact the receiver Images on RBS s home page The first image on the home page of RBS displays a bird's nest containing two golden eggs. The picture has a golden tinge. The image appears next to a text with the following headline: RBS Savings, find the right home for your money and connotes money and security. The image is not a literal interpretation of the text, but anchorage is achieved as the golden eggs represent money and the nest a safe home. Anchorage is also achieved as the text influences 87

88 the reception of the image and affects the connotative meanings accordingly. Thus, the text and image support each other and function as interdependent anchors. The image is an instance of image offer. The denotative meaning of the second image is small piles of coins. The image appears in connection with the following text: Personal Banking. Everyday banking, extraordinary service. The image connotes saving. Indisputably, the image supports the text, in that banking deals with money. Furthermore, as the image depicts small change, rather than a stack of notes, it highlights the difference between personal and private banking, as private banking is aimed at high net worth individual customers. Thus, the relation between the text and image implicitly contains an explanation of the term personal banking. The image is an example of image offer. Image 3 denotes an animation of a white box with a red ribbon around it and, thus, is seemingly a present. The image appears in a box with a text concerning private banking which includes exclusive service. The image is most likely meant to reflect the exclusivity of private banking. Without the text, an image of a present may not generate the connotative meaning of exclusivity and, thus, the text anchors the possible meanings of the image. The image is an instance of image offer as the sender does not attempt to establish any direct contact with the receiver. Image 4 denotes an animation of a jewelled golden egg which could be a Fabergé egg. The image appears in connection with a text concerning business banking. The image connotes wealth, abundance and exclusivity. The image supports the text, and vice versa, as both connotes wealth and exclusivity. However, the text anchors the possible meanings of the image in that it forces a relation to business banking. Thus, text and image function as interdependent anchors. The image is an instance of image offer. Image 5 displays an animation of an advanced mobile phone. The image appears in connection with text concerning corporate banking. The connotative meanings of the image are: business, professionalism and exclusivity. The reception of the meaning of the image is influenced by the text, as it connects the choice of an exclusive mobile phone with corporate banking. Thus, 88

89 by affecting the reception of the image, the text anchors the meaning of the image. The sender does not attempt to establish any direct contact with the receiver, and, thus, the image is an instance of image offer Images on Barclays s home page Image 1 on Barclays s home page displays a sketchy animation of a home which appears in connection with text concerning mortgages. The connotations related to the image do not extend beyond the denotative meaning. The relation between the image and text is solely based on both being associated with a home. However, while text and image offer support of each other, neither influence the reception of the other, thus, anchorage is merely partially achieved. The image is an instance of image offer. The second image is an animated image of an ice cream dessert. The image appears next to text about Barclays bank account. The image connotes leisure and enjoyment. The purpose of placing an ice cream dessert in connection with a text about a bank account, appear to connote a time for enjoyment with Barclays bank account. However, rather than clarifying and supporting the message of both, the coupling of ice cream and current accounts disturbs the reception of the messages. Seemingly, the function of the image is solely to be there. The image is an instance of image offer. The third image is an animated image of two workers standing on either side of a statute of a pound sign. The image appears in connection with a text concerning unsecured personal loans. The connotative meanings of the image are: finance and the importance of money signified by the elevated position of the pound sign. The image supports the text and vice versa as the image contains a symbol of money, which is the topic of the text, thus, they function as interdependent anchors. The gaze of the participants is not directed at the receiver and does not attempt to establish a relationship with the receiver, thus, the image is an example of an image offer. Image 4 on the home page of Barclays displays a Barclaycard with a Visa-logo in the bottom right corner. The image is placed next to a text about Barclaycard. The image connotes 89

90 shopping and is an illustration of the Barclaycard which is also the topic of the text. The text elaborates on Barclaycard and, thus, influences the perception of the image as it adds details about the card, which the image does not provide. Therefore, the text and image are interdependent anchors. The sender does not attempt to establish any direct contact with the receiver, and, hence, the image is an image offer Image on HBOS s home page The home page of HBOS contains one image in the form of a graph with a downward-sloping curve. The graph appears in a box with the text "Our share price...". The image connotes declining share prices. The text influences the reception of the image, as it elaborates on the subject depicted in the graph. In turn, the image supports and confirms the message of the text, and the text and image clearly function as interdependent anchors as both message and explanation of either are unclear without the existence of the other Evaluation This section analysed the images applied to the home pages with regard to denotation and connotation, anchorage and relay, image offer and image demand. The analysis revealed several similarities but also dissimilarities. The analysis of images above elucidated various similarities and dissimilarities between the Danish and British home pages. It is a common feature of the Danish and British home pages that images present on the home pages are predominantly image offers, which means that the sender addresses the receiver indirectly. The participants in the images do not demand the receiver to enter into an imaginary relationship with the participant. Furthermore, the relation between text and image is generally one of mutual support which seeks to anchor the meaning of both text and image. Additionally, all home pages contain symbols e.g. in the form of triangles or greater-than symbols functioning as bullet points or indicating a link to an underlying page. However, there is a noticeable dissimilarity in the choice of images. While the Danish home pages predominantly contain pictures, there is a tendency for the British home pages to contain primarily animated images. This dissimilarity supports the difference in the level of formality which was stated in section Following the analysis of images on the 90

91 home pages, it is evident that the level of formality on the British home pages lean more towards casual than a consultative level of formality owing to the concentration of animated pictures, which is a strong indicator of a relaxed level of formality. However, despite the dissimilarity caused by pictures and animated images, they perform the same function on the home pages, thus, rendering the difference in choice of images superfluous. Hence, the analysis of images supported previous analyses of similarities and dissimilarities in the level of formality, but also stressed yet another common feature of the home pages of Danish and British retail banks: the use of images to support and confirm the messages of the text and vice versa, thus, creating interdependent anchors. As mentioned in section 11.4, the analysis of the images on the home pages helps determine the extent to which the home pages are prototypical instances of the same sub-genre. The findings in the analysis above revealed a common function of the images, despite minor variations. Thus, on the basis of the analysis of register and semiotics, which constitute the last steps of the analysis model illustrated in section 6 above, it can be concluded that the home pages are prototypical instances of the same genre to an extent which is deemed to be nearly total. 91

92 13 Conclusion The purpose of this thesis has been to: examine whether the home pages of Danish and British retail banks are uniform to the extent that they can be classified as constituting a genre. A thorough analysis and evaluation of existing content on the home pages, including stylistics, will be executed. A comparative analysis of the home pages will be performed to uncover whether there are similarities and dissimilarities in genre conventions. A range of home pages of Danish and British retail banks, selected as analytical subjects, will function as representatives of retail banks in general. The Internet plays a pivotal role in the globalisation process and is now considered one of the most significant means of communication. In connection with banking, it is now possible for retail banks to utilise the World Wide Web to reach current and potential customers on a global scale. Therefore, by constructing a website, the retail banks now have the opportunity to reach international customers. In this connection, it is important for retail banks to focus on their home pages as it is the first page, which the customer sees upon entering the home page. As home pages emerged as a result of the development of the Internet, neither rules nor conventions governed the first home pages of this new medium, including the home pages of retail banks. However, fifteen years after the development of the internet, retail banks home pages increasingly appear to be governed by the same unwritten rules and conventions. The aim of this thesis was to examine whether the home pages of retail banks are now uniform to the extent that they have emerged as a new genre in the wake of the Internet, and to examine the uniformity of these home pages by conducting a comparative analysis of similarities and dissimilarities. In order to fulfil the purpose of this thesis, an analysis model has been constructed, which incorporates elements from the IMK-model by Frandsen et al., various theories on web genres, traditional genre models by Swales and Bhatia, Halliday s register model and theories on the relation between text and image by Barthes and Kress & van Leeuwen. The analysis model consists of two levels. The first level comprises analyses of the communicative purposes and the move structure. This analysis determines whether the home pages can be characterised as constituting an independent genre. The second level analyses more specific elements and determines the degree to which the home pages are prototypical instances of the same genre. 92

93 This second level analyses various aspects consisting of context, medium and rhetorical strategies. The latter aspect is analysed in two respects: verbal strategies and non-verbal strategies, i.e. register and images. Askehave & Nielsen have conducted an analysis of the home page in general and established its communicative purpose and move structure. However, the analysis of the communicative purposes on the retail banks home pages revealed common additional communicative purposes to those on the average home page. Therefore, as major changes in the communicative purposes indicate a different genre, and minor changes indicate a sub-genre, it is concluded that the retail banks home pages do not constitute an independent genre; rather, they belong to a sub-genre of home pages. The analysis of move structure, too, revealed a common move structure containing minor changes compared with Askehave & Nielsen's findings, which supports the conclusion of the existence of a sub-genre. In order to examine the extent to which the retail banks are prototypical instances of the same sub-genre, this thesis analysed rhetorical strategies on the home pages. Rhetorical strategies can be sub-divided into two types: verbal and non-verbal strategies. The verbal strategies applied to the home pages were examined by implementing Halliday's register model. The analysis of field, tenor and mode revealed a range of common features and characteristics of the retail banks' home pages. While the home page of HBOS differed slightly on a few aspects, each analysis revealed similarities between the home pages, irrespective of them being Danish or British. The large extent of similarities and little dissimilarity are indicative of the home pages being prototypical instances of the same sub-genre. However, an analysis of semiotics was necessary in order to either substantiate or contradict this claim. The non-verbal strategies on the home pages were analysed by examining images and their relation to the text, in connection with which, the images appear. This analysis revealed a difference in preferred types of images. While the Danish home pages contain mostly pictures, the British home pages contain mostly animated images. However, the analysis additionally revealed that the images have a common function on the home pages, in that they are used to support and confirm the message of the text, and vice versa. Furthermore, irrespective of image type, "image offers" are the most frequently applied type of image. The difference in 93

94 image type applied to the home pages is, therefore, more indicative of a difference in the level of formality, rather than a contradiction to the claim stated above as the British home pages appear to be slightly less formal than the Danish ones. However, the large extent of similarities between the home pages in image function exists irrespective of the home pages being Danish or British. Thus, the analysis of non-verbal rhetorical strategies applied to the home pages supports the perception of the home pages as being prototypical instances of the same subgenre. Following the analysis conducted in this thesis, it is concluded that the home pages may not constitute a genre, but clearly constitutes a sub-genre of home pages. Furthermore, the extent of similarities, with regard to context, medium and rhetorical strategies, revealed that the home pages are prototypical instances of the same genre. More research needs to be done to establish whether these findings do also apply over a longer period of time. It would, for example, be interesting to analyse the home pages over a longer period of time to establish whether the results of this thesis are constant features of the home pages and indications of which changes are likely to be implemented on the retail banks' home pages in the future. Furthermore, it would be interesting to examine the extent of the sub-genre by including e.g. wholesale banks and local retail banks, and examine whether the findings of this thesis also applies to these groups of banks. This would reveal whether the sub-genre covers not only to retail banks, but, rather, banks in general. 94

95 Summary The Internet is considered one of the most significant means of communication. It plays an important role for retail banks worldwide, as it offers them an opportunity to reach customers globally, by constructing a website, which facilitates the contact between the company and its customers. In this connection, the home page is of high importance, as it is the first page a user will see when entering the website. There are, however, neither clearly stated official rules nor conventions governing the construction of the home page of retail banks. Despite this fact, they increasingly seem to appear similar to each other. In this connection, it has been the aim of this thesis to: examine whether the home pages of Danish and British retail banks are uniform to the extent that they can be classified as constituting a genre. A thorough analysis and evaluation of existing content on the home pages, including stylistics, will be executed. A comparative analysis of the home pages will be performed to uncover whether there are similarities and dissimilarities in genre conventions. A range of home pages of Danish and British retail banks, selected as analytical subjects, will function as representatives of retail banks in general. In order to reach a conclusion on the thesis statement, an analysis model has been constructed, based on theories relevant to an analysis of web genres. The model consists of two levels; the first of which accounts for the communicative purposes and the move structures of the home pages. Swales and Bhatia argue that the communicative purpose of a text is the principal criterion for determining the genre, whereas the move structure constitutes the means by which the communicative purpose is realised in a given text. In this connection, Askehave & Nielsen have carried out an analysis of various home pages, which revealed common communicative purposes and move structures. The second level of the analysis model accounts for various specific aspects of the home pages, viz the context, medium and rhetorical strategies applied. These aspects determine the extent to which the home pages are prototypical instances of the same genre. Thus, in order to analyse the context of the home pages, a theory by Frandsen et al., based on their IMK-model, has been employed. The medium has been analysed by employing various theories which account for the distinct properties of web documents. When analysing rhetorical strategies on the home pages, we distinguish between verbal and nonverbal strategies. Thus, linguistic strategies have been analysed by employing Halliday's register model, which accounts for various textual aspects. Images applied to the home pages 95

96 constitute the non-verbal elements on the home pages. Therefore, theories by Barthes and Kress & van Leeuwen have been employed, to analyse images and their relation to the text, in connection with which they appear. The analysis of the communicative purposes on the retail banks home pages reveals that they contain additional purposes to the ones revealed by Askehave & Nielsen s analysis. Furthermore, the analysis of the move structure of the retail banks' home pages also reveals additional moves to the ones, revealed by Askehave & Nielsen s analysis. The analysis of the context, medium and rhetorical strategies on the home pages, reveals a large extent of similarities. All home pages have a common situational context and share properties and features of medium. The analysis of register reveals that the home pages have common characteristics and features in all textual aspects, although to a varying degree. Only few instances of dissimilarities occur. The analysis of images reveals that, although the British home pages tend to favour animated images, and the Danish home pages pictures, images are predominantly applied for the same purposes, viz to function as support and confirmation of the text, and vice versa. Furthermore, most images are instances of image demands, whereas only very few are instances of image offers. Only few instances of dissimilarity between the Danish and British home pages occur. Thus, it is concluded that, owing to a minor change in communicative purposes and move structures, the retail banks home pages constitute a sub-genre to home pages in general. Furthermore, the extent of similarities, with regard to context, medium and rhetorical strategies, revealed that the home pages are prototypical instances of the same genre. 96

97 Bibliography Publications Albrecht, Lone. Textual Analysis & the Production of Text Frederiksberg C: Samfundslitteratur Albrecht, Lone. Textual analysis & the production of text nd edition. Frederiksberg C: Samfundslitteratur Press Askehave, Inger & Nielsen, Anne Ellerup. Webmediated genres a challenge to traditional genre theory Århus: Handelshøjskolen i Århus, Center for Virksomhedskommunikation Barthes, Roland. Billedets retorik. In: Johansen, Winni (ed.). Billedanalyse Århus: Handelshøjskolen i Århus, faktultet for Sprog og Erhvervskommunikation, Fransk Faggruppe Bhatia, Vijay K. Analysing Genre: Language use in professional settings Essex: Longman Group Limited Collins, Peter & Hollo, Carmella. English Grammar: An Introduction Basingstoke: Palgrave Engholm, Ida. Webgenrer og stilarter om at analysere og kategorisere websites. In: Engholm, Ida & Klastrup, Lisbeth (Eds.). Digitale verdener: de nye mediers æstetik og design København: Gyldendalske Boghandel Nordisk Forlag A/S Fairclough, Norman. Analysing Discourse Textual analysis for social research London: Routledge Frandsen F., Johansen W. & Ellerup Nielsen A. (2002). International markedskommunikation i en postmoderne verden Århus C: Systime 97

98 Halliday, M.A.K & Matthiessen, Christian M.I.M. An Introduction to Functional Grammar rd edition. London: Arnold Halliday, M.A.K. Language as social semiotic The social interpretation of language and meaning London: Edward Arnold Halliday, M.A.K. Linguistic Studies of Text and Discourse London: Continuum Hammerich, Irene & Harrison, Claire. Developing Online Content The Principles of Writing and Editing for the Web New York, NY: John Wiley & Sons, Inc Hauchrog Andersen, Louise & Madsen, Susanne. Internationalisering af videregående uddannelser Handelshøjskolen i Århus, Institut for Sprog og Erhvervskommunikation, Engelsk Faggruppe Hjulmand, Lise-Lotte & Schwarz, Helge. A Contrastive Grammar of English Frederiksberg C: Samfundslitteratur Kjeldsen, Jens E. Visuel Retorik IMV-utgivelse nr. 50. Bergen: Universitetet i Bergen, Institutt for medievitenskap Kress, Gunther & van Leeuwen, Theo. Reading Images The Grammar of Visual Design nd edition. London: Routledge Lakoff, George & Johnson, Mark. Metaphors we live by Chicago: University of Chicago Press Martin, J.R. Process and text: two aspects of human semiosis In: Benson, James D & Greaves, William S.(Eds.). Systemic Perspectives on Discourse, volume 1: Selected Theoretical Papers from the 9 th International Systemic Workshop Toronto: Ablex Publishing Corporation 98

99 Saeed, John I. Semantics nd edition. Oxford: Blackwell Publishing Ltd. Swales, John M. Genre Analysis Cambridge. Cambridge University Press Web pages and 1) Danske Bank s home page ( Accessed on 17 December ) News article about the government guarantee scheme ( Accessed on 17 December ) Nordea s home page ( Accessed on 17 December ) Jyske Bank s home page ( Accessed on 17 December ) Sydbank s home page ( Accessed on 17 December ) Spar Nord s home page 99

100 ( Accessed on 17 December ) HSBC s home page ( Accessed on 17 December ) Lloyds TSB s home page ( Accessed on 17 December ) RBS s home page ( Accessed on 17 December ) Barclays s home page ( Accessed on 17 December ) HBOS s home page ( Accessed on 17 December ) News article about the government guarantee scheme ( Accessed on 17 December ) News article about the Icelandic Banks 100

101 ( Accessed on 17 December ) News article about the UK government s rescue plan for UK banks ( Accessed on 17 December ) Major UK Banks 2007 UK Financial Institutions Performance Survey. 6 March ( Accessed on 17 December ) List of Denmark s largest financial institutions ( einstitutter/) Accessed on 17 December 2008 Characters without spaces: 150,490 (68.4 pages) 101

102

103 Contents Appendix 1: Home pages...7 Appendix Appendix Appendix Appendix Appendix Appendix Appendix Appendix Appendix Appendix Appendix 2 Generic links...18 Appendix 2.1 Danske Bank s home page...19 Appendix 2.2 Nordea s home page...20 Appendix 2.3 Jyske Bank s home page...21 Appendix 2.4 Sydbank s home page...22 Appendix 2.5 Spar Nord s home page...23 Appendix 2.6 HSBC s home page...24 Appendix 2.7 Lloyds TSB s home page...25 Appendix 2.8 RBS s home page...26 Appendix 2.9 Barclays s home page...27 Appendix 2.10 HBOS s home page...28 Appendix 3 Specific links on the home pages...29 Appendix 3.1 Danske Bank s home page...30 Appendix 3.2 Nordea s home page...31 Appendix 3.3 Specific links on Jyske Bank s home page...32 Appendix 3.4 Sydbank s home page...33 Appendix 3.5 Spar Nord s home page...34 Appendix 3.6 HSBC s home page

104 Appendix 3.7 Lloyds TSB s home page...36 Appendix 3.8 RBS s home page...37 Appendix 3.9 Barclays's home page...38 Appendix 3.10 HBOS s home page...39 Appendix 4 Endophoric and exophoric references...40 Appendix 4.1 Danske Bank s home page...41 Appendix 4.2 Nordea s home page...42 Appendix 4.3 Jyske Bank s home page...44 Appendix 4.4 Sydbank s home page...45 Appendix 4.5 Spar Nord s home page...46 Appendix 4.6 HSBC s home page...47 Appendix 4.7 Lloyds TSB s home page...48 Appendix 4.8 RBS s home page...49 Appendix 4.9 Barclays s home page...50 Appendix 4.10 HBOS s home page...51 Appendix 4.11 Overview of endophoric and exophoric references...52 Appendix 5 Nominalisations on the home pages...66 Appendix 5.1 Danske Bank s home page...67 Appendix 5.2 Nordea s home page...68 Appendix 5.3 Jyske Bank s home page...69 Appendix 5.4 Sydbank s home page...70 Appendix 5.5 Spar Nord s home page...71 Appendix 5.6 HSBC s home page...72 Appendix 5.7 Lloyds TSB s home page...73 Appendix 5.8 RBS s home page...74 Appendix 5.9 Barclays s home page...75 Appendix 5.10 HBOS s home page...76 Appendix 6 Transitive and intransitive verbs on the home pages...77 Appendix 6.1 Danske Bank s home page...78 Appendix 6.2 Nordea s home page...79 Appendix 6.3 Jyske Bank s home page

105 Appendix 6.4 Sydbank s home page...82 Appendix 6.5 Spar Nord s home page...83 Appendix 6.6 HSBC s home page...84 Appendix 6.7 Lloyds TSB s home page...85 Appendix 6.8 RBS s home page...86 Appendix 6.9 Barclay s home page...87 Appendix 6.10 HBOS s home page...88 Appendix 6.11 Overview of transitive and intransitive verbs...89 Appendix 7 Participants on the home pages Appendix 7.1 Danske Bank s home page Appendix 7.2 Jyske Bank s home page Appendix 7.3 Spar Nord s home page Appendix 7.4 HBOS s home page Appendix 8 Metaphors on the home pages Appendix 8.1 Danske Bank s home page Appendix 8.2 Nordea s home page Appendix 8.3 Jyske Bank s home page Appendix 8.4 Sydbank s home page Appendix 8.5 Spar Nord s home page Appendix 8.6 HSBC s home page Appendix 8.7 Lloyds TSB s home page Appendix 8.8 RBS s home page Appendix 8.9 Barclays s home page Appendix 8.10 HBOS s home page Appendix 8.11 Overview of metaphors on the homepages Appendix 9 Cultural-specific elements on the home pages Appendix 9.1 Danske Bank s home page Appendix 9.2 Jyske Bank s home page Appendix 9.3 Sydbank s home page Appendix 9.4 Spar Nord s home page Appendix 9.5 HBOS s home page

106 Appendix 10 2 nd person pronouns on the home pages Appendix 10.1 Danske Bank s home page Appendix 10.2 Nordea s home page Appendix 10.3 Jyske Bank s home page Appendix 10.4 Sydbank s home page Appendix 10.5 Spar Nord s home page Appendix 10.6 HSBC s home page Appendix 10.7 Lloyds TSB s home page Appendix 10.8 RBS s home page Appendix 10.9 Barclays s home page Appendix HBOS s home page Appendix 11 Overview of the analysis mood and speech acts Appendix 12 Formality: 1 st and 2 nd person pronouns Appendix 12.1 Danske Bank s home page Appendix 12.2 Nordea s home page Appendix 12.3 Jyske Bank s home page Appendix 12.4 Sydbank s home page Appendix 12.5 Spar Nord s home page Appendix 12.6 HSBC s home page Appendix 12.7 Lloyds TSB s home page Appendix 12.8 RBS s home page Appendix 12.9 Barclays s home page Appendix HBOS s home page Appendix 13 Instances of ellipsis on the home pages Appendix 13.1 Danske Bank s home page Appendix 13.2 Nordea s home page Appendix 13.3 Jyske Bank s home page Appendix 13.4 Sydbank s home page Appendix 13.5 Spar Nord s home page Appendix 13.6 HSBC s home page Appendix 13.7 Lloyds TSB s home page

107 Appendix 13.8 RBS s home page Appendix 13.9 Barclays s home page Appendix 14 Reiteration on the home pages Appendix 14.1 Danske Bank s home page Appendix 14.2 Nordea s home page Appendix 14.3 Jyske Bank s home page Appendix 14.4 Sydbank s home page Appendix 14.5 Spar Nord s home page Appendix 14.6 HSBC s home page Appendix 14.7 Lloyds TSB s home page Appendix 14.8 RBS s home page Appendix 14.9 Barclays s home page Appendix HBOS s home page Appendix Overview of reiteration on the home pages Appendix 15 Collocation on the home pages Appendix 15.1 Danske Bank s home page Appendix 15.2 Nordea s home page Appendix 15.3 Sydbank s home page Appendix 15.4 HSBC s home page Appendix 15.5 Barclays s home page Appendix 16 The Danish Bankers Association Appendix 17 KPMG UK Appendix 18 The government guarantee scheme Appendix web page Appendix web page Appendix 19 web page Appendix 20 web page

108 Appendix 1: Home pages 7

109 Appendix

110 Appendix

111 Appendix

112 Appendix

113 Appendix

114 Appendix

115 Appendix

116 Appendix

117 Appendix

118 Appendix

119 Appendix 2 Generic links 18

120 Appendix 2.1 Danske Bank s home page 19

121 Appendix 2.2 Nordea s home page 20

122 Appendix 2.3 Jyske Bank s home page 21

123 Appendix 2.4 Sydbank s home page 22

124 Appendix 2.5 Spar Nord s home page 23

125 Appendix 2.6 HSBC s home page 24

126 Appendix 2.7 Lloyds TSB s home page 25

127 Appendix 2.8 RBS s home page 26

128 Appendix 2.9 Barclays s home page 27

129 Appendix 2.10 HBOS s home page 28

130 Appendix 3 Specific links on the home pages 29

131 Appendix 3.1 Danske Bank s home page 30

132 Appendix 3.2 Nordea s home page 31

133 Appendix 3.3 Specific links on Jyske Bank s home page 32

134 Appendix 3.4 Sydbank s home page 33

135 Appendix 3.5 Spar Nord s home page 34

136 Appendix 3.6 HSBC s home page 35

137 Appendix 3.7 Lloyds TSB s home page 36

138 Appendix 3.8 RBS s home page 37

139 Appendix 3.9 Barclays's home page 38

140 Appendix 3.10 HBOS s home page 39

141 Appendix 4 Endophoric and exophoric references 40

142 Appendix 4.1 Danske Bank s home page 41

143 Appendix 4.2 Nordea s home page 42

144 Flash text: PensionsBLABLABLAopsparing Sparer du nok op til din pension? Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål Start 43

145 Appendix 4.3 Jyske Bank s home page 44

146 Appendix 4.4 Sydbank s home page 45

147 Appendix 4.5 Spar Nord s home page 46

148 Appendix 4.6 HSBC s home page 47

149 Appendix 4.7 Lloyds TSB s home page 48

150 Appendix 4.8 RBS s home page 49

151 Appendix 4.9 Barclays s home page 50

152 Appendix 4.10 HBOS s home page Flash text: Changes to Halifax mortgage rate Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS welcomes the Government s announcement HBOS welcomes today s announcement by the Government about banking capital HBOS & Lloyds TSB Joint Capital Raising HBOS and Lloyds have announced they are raising a total of 13bn Posting of Scheme Documentation HBOS expects to post documentation to its shareholders in mid November HBOS to sell Australian BankWest HBOS announces it is selling the group s Australian retail and business banking operation 51

153 Appendix 4.11 Overview of endophoric and exophoric references Sentence Exophoric Endophoric Reference Danske Bank Om banken [About the bank] Demonstrative reference: Danske Bank Vi hæver renten på indog udlån pr. 17. okt. Personal reference: Danske Bank [We raise the deposit and lending rates, adjustment taking effect on 17 oct.] Kontakt os [Contact us] Se om Danske Toprente er noget for dig Personal reference: Danske Bank Personal reference: the customer or potential customer [See if Danske Toprente is for you] Danske Bank er med i den garantiordning, som den danske stat underskrev den 5. oktober. [Danske Bank participates in the guarantee scheme that was signed by the Danish government on 5 October] Hvad betyder krisen for din privatøkonomi? [How does the crisis affect your personal finances?] Demonstrative cataphoric reference: the guarantee scheme which was signed by the Danish government on 5 October. Demonstrative reference: the financial crisis of 2008 Personal reference: the customer 52

154 Læs vores svar på nogle af de typiske spørgsmål, som vi møder fra vores kunder i øjeblikket. [Read our answers to some of the typical questions with which our customers are currently concerned] Læs vores svar på nogle af de typiske spørgsmål, som vi møder fra vores kunder i øjeblikket. [Read our answers to some of the typical questions with which our customers are currently concerned] Stem på din favoritforfatter og vind en rejse. [Vote for your favourite author and win a trip.] Har du det rigtige lån? [Do you have the right loan?] Personal reference: Danske Bank Personal reference: Danske Bank Personal reference: Danske Bank Demonstrative cataphoric reference: the questions with which their customers are currently concerned. Personal reference: the customer or potential customer Personal reference: the customer Nordea Kom til møde og få overblik over dine muligheder [Arrange a meeting and survey your possibilities] Kontakt banken [Contact the bank] Personal reference: the customer or potential customer Demonstrative reference: Nordea 53

155 Har du et rentetilpasningslån der skal refinansieres i år? [Do you have an adjustable rate mortgage that needs refinancing this year?] Finansuroen og dine penge [The financial unrest and your money] Din daglige økonomi [Your daily finances] Sparer du nok op til din pension? Personal reference: the customer Personal reference: the customer or potential customer Personal reference: the customer Personal reference: the customer [Are you saving up enough money for your pension?] Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål. Personal reference: the customer Personal reference: the customer Jyske Bank [Answer 5 question and see what it takes to reach your pension goal] På jyskebank.tv kan du holde dig orienteret om finanskrisen time for time. Personal reference: the customer or potential customer [At jyskebank.tv you can keep yourself updated on the financial crisis every hour] Vi sender live, så snart der kommer nye oplysninger af betydning Personal reference: the customer or potential customer Personal reference: Jyske Bank [We broadcast live immediately upon obtaining important 54

156 information] Vi sender live, så snart der kommer nye oplysninger af betydning [We broadcast live immediately upon obtaining important information] Jyske Ud i Verden giver dig overblik over din økonomiske situation, hvis du køber feriebolig i udlandet eller flytter ud i kortere eller længere tid. [Jyske Ud i Verden will provide you with an overview of your financial situation should you buy a holiday home abroad or move out for a short period of time or longer.] Der findes ikke andre investeringsforeninger i Danmark, der tilbyder en tilsvarende investering i valuta. Demonstrative reference: indicate proximity Personal reference: the customer Personal reference: the customer Personal reference: the customer Demonstrative cataphoric reference: Denmark Sydbank [No other unit trust in Denmark offers similar currency investments.] Hvad kan vi gøre for dig Personal reference: Sydbank [How may we help you] Det sker nu Personal reference: the customer or potential customer Personal reference [What is happening at the moment] Kig ind, eller ring til os. Personal reference: Sydbank 55

157 Spar Nord [Drop in or call us.] Vi står klar til at hilse på vores nye kunder på Vinkelvej 3. [We are ready to meet our new customers at Vinkelvej 3.] Din computer og din økonomi kan have gavn af rådene i kampagnen Netsikker Nu! [Your computer and your financial situation might benefit from the advice in the campaign Netsikker Nu!] Et Sydbank MasterCard med rejseforsikring dækker dig der, hvor det gule sygesikringsbevis ikke længere dækker [A Sydbank MaskerCard including travel insurance covers you in situations no longer covered by the yellow medical card] Find din lokale bank [Find your local bank] Er du én af de nye kunder i Spar Nord, kan du her læse mere om banken, og hvad Spar Nord kan tilbyde dig som kunde [If you are one of the 30,000 new customers in Spar Nord, you can Personal reference: Sydbank Personal reference: Sydbank s new customers Personal reference: the customer or potential customer Personal reference: the customer or potential customer Personal reference: the customer Personal reference: the customer s or potential customer s local bank Cataphoric personal reference: new customers of Spar Nord Cataphoric personal reference: new customers of Spar Nord 56

158 read more about the bank and what Spar Nord offers you as a customer here] Er du én af de nye kunder i Spar Nord, kan du her læse mere om banken, og hvad Spar Nord kan tilbyde dig som kunde [If you are one of the 30,000 new customers in Spar Nord, you can read more about the bank and what Spar Nord offers you as a customer here] Hvordan opnår du energibesparelser i dit hjem? [How can you conserve energy in your home?] Der kan være mange penge at tjene på miljøforbedringer uanset boligens alder. Cataphoric personal reference: new customers of Spar Nord Demonstrative anaphoric reference: Spar Nord Personal reference: the customer or potential customer Personal reference: the customer or potential customer Demonstrative cataphoric reference: in houses [Much money can be earned on environmental improvements despite the age of the house] Generelt kan de største besparelser realiseres i huse fra før 1980 erne, men selv i huse af nyere dato kan der skæres ned på forbruget. Demonstrative anaphoric reference: in houses [Generally, the highest savings can be realised in houses built before the 1980 s, but 57

159 consumption can be cut even in houses built more recently.] Spar Nord Bank har bekræftet sit medlemskab af Det Private Beredskab, således at banken bidrager til og er omfattet af den nye statsgarantiordning, som løber fra 6. oktober 2008 og to år frem. Demonstrative anaphoric reference: Spar Nord Bank HSBC [Spar Nord Bank has confirmed it s membership of The Danish Contingency Committee, thus, the bank contributes to and is covered by governmental guarantee effective from 6 October 2008 and two years onwards] Den rigtige pensionsordning giver dig og din familie økonomisk tryghed, når du eller din ægtefælle ikke længere er på arbejdsmarkedet [The right pension plan will provide you and your family with financial security, when you or your spouse are no longer in the labour market] You are viewing Personal Banking Experience a we re at your service kind of bank account Personal reference: the customer Personal reference: the customer Personal reference: the customer Personal reference: the customer The current or potential customer Cataphoric personal reference: HSBC Plus 58

160 Lloyds TSB Experience a we re at your service kind of bank account More than double your interest rate Earn monthly interest when you leave your money untouched We re in 85 countries and territories We work day and night to protect you Select the green option on your current account Radically reduce the amount of paper we send you Your accounts Keep yourself secure Instruct us Contact us Our rates and charges Ways to bank with us Careers with us Pump up your tyres correctly and you ll use 3% less fuel Personal reference: the customer or potential customer Personal reference: the customer or potential customer Personal reference: the customer Personal reference: the customer Personal reference: HSBC Personal reference: HSBC Personal reference: the customer The customer Personal reference: HSBC Personal reference: the customer Personal reference: the customer Personal reference: the customer Personal reference: Lloyds TSB Personal reference: Lloyds TSB Personal reference: Lloyds TSB Personal reference: Lloyds TSB Personal reference: Lloyds TSB Personal reference: the customer or potential customer Personal reference: the customer or potential customer 59

161 RBS Loads of great money saving tips, tools and advice to help make you a savvy saver Switch to us and put your feet up Two months free when you buy online Why your money is safe with Lloyds TSB What does it mean? Make it happen Tell me more RBS Savings, find the perfect home for your money Discover a straightforward collection of savings accounts and make the most of your money Services for you and your money Services for your business finances Everything you need to grow. Personal reference: the customer or potential customer Personal reference: Lloyds TSB Personal reference: the potential customer Personal reference: the customer or potential customer Personal reference: the customer or potential customer Anaphoric personal reference: Government Intervention Personal reference: Refers to the need of the customer. Anything a customer might need, RBS can make it happen. Personal reference: the customer or potential customer Personal reference: the customer or potential customer Personal reference: the customer or potential customer Personal reference: the customer Personal reference: the customer Personal reference: the customer s business finances Personal reference: businesses owed by customers 60

162 Barclays Banking with us Personal reference: RBS Find your answer Personal reference: the customer or potential customer Contact us Personal reference: Barclays Top up your mobile Personal reference: phone the customer Your home may be Personal reference: repossessed if you do customers with a not keep up mortgage or repayments on your customers mortgage contemplating getting a mortgage Manage your money with Online and Telephone Banking. Take advantage of our price pledge if you re offered a better deal elsewhere, we ll pay the difference. Personal reference: customers with a mortgage or customers contemplating getting a mortgage Personal reference: customers with a mortgage or customers contemplating getting a mortgage Personal reference: the customer Personal reference: Barclays Personal reference: the customer Get combined buildings & contents insurance from Barclays and we ll give you 55 cashback. Personal reference: Barclays Personal anaphoric reference: Barclays 61

163 Get combined buildings & contents insurance from Barclays and we ll give you 55 cashback. Get 5.25% AER* (5.13% gross) for months when you make no withdrawals. Think carefully before securing other debts against your home. Your home may be repossessed if you do not keep up repayments on your mortgage. Personal reference: the customer Personal reference: the customer Personal reference: customers with a mortgage or customers contemplating getting a mortgage Personal reference: customers with a mortgage or customers contemplating getting a mortgage Personal reference: customers with a mortgage or customers contemplating getting a mortgage We re giving away a pair of Barclays Premier League match tickets every 90 minutes, everyday, throughout this season We re giving away a pair of Barclays Premier League match tickets every 90 minutes, everyday, throughout this season Personal reference: customers with a mortgage or customers contemplating getting a mortgage Personal reference: Barclays Demonstrative cataphoric reference 62

164 To find your nearest Barclays branch, simply enter your postcode below and we ll do the leg work for you. Enter your postcode Whether you need home insurance, car insurance, student possessions insurance, we can help. We offer competitive rates and a range of optional add-ons. Plus, our Additions range gives you access to a range of benefits for a small monthly fee. We have a range of options for savers: ISAs, Savings bonds and instant access savings accounts plus E-savings our savings account that s exclusive to our Online Banking customers. We offer a number of mortgage options including fixed rate, tracker, offset, buy-tolet and first-time buyer mortgages. Personal reference: the customer or potential customer Personal reference: the customer or potential customer Personal reference: Barclays Personal reference: the customer or potential customer Personal reference: the customer or potential customer Personal reference: the customer or potential customer Personal reference: Barclays Personal reference: Barclays Personal reference: Barclays Personal reference: the customer Personal reference: Barclays Personal reference: Barclays Personal reference: Barclays Personal reference: Barclays 63

165 If you're a first-time buyer, read our firsttime buyer guide to help you with everything from choosing the right mortgage to moving in. Choose a credit card to match your lifestyle. We offer Barclaycard Platinum and Barclaycard Initial (for those wishing to build their credit rating). Personal reference: the customer Personal reference: Barclays Personal reference: the customer Personal reference: the customer Personal reference: Barclays Demonstrative reference: customers HBOS You could also apply for our Graduate Barclaycard. Contact us I m a customer I m an investor/shareholder I'm a journalist Personal reference: customers Personal reference: the customer Personal reference: Barclays Personal reference: HBOS Cataphoric personal reference: the customer Cataphoric personal reference: investors/shareholders Cataphoric personal reference: journalists I m just looking Our latest news HBOS and Lloyds TSB have announced to the City today that they are raising 13bn of extra capital in new ordinary shares. Personal reference: potential customers and people searching information on the bank for other reasons Personal reference: HBOS Personal anaphoric reference: HBOS and Lloyds TSB 64

166 Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS and Lloyds have announced they are raising a total of 13bn HBOS expects to post documentation to its shareholders in mid November HBOS announces it is selling the group s Australian retail and business banking operation Personal anaphoric reference: Halifax Personal anaphoric reference: HBOS and Lloyds TSB Personal anaphoric reference: HBOS Personal anaphoric reference: HBOS Demonstrative anaphoric reference: HBOS 65

167 Appendix 5 Nominalisations on the home pages 66

168 Appendix 5.1 Danske Bank s home page 67

169 Appendix 5.2 Nordea s home page 68

170 Appendix 5.3 Jyske Bank s home page 69

171 Appendix 5.4 Sydbank s home page 70

172 Appendix 5.5 Spar Nord s home page 71

173 Appendix 5.6 HSBC s home page 72

174 Appendix 5.7 Lloyds TSB s home page 73

175 Appendix 5.8 RBS s home page 74

176 Appendix 5.9 Barclays s home page 75

177 Appendix 5.10 HBOS s home page Flash text: Changes to Halifax mortgage rate Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS welcomes the Government s announcement HBOS welcomes today s announcement by the Government about banking capital HBOS & Lloyds TSB Joint Capital Raising HBOS and Lloyds have announced they are raising a total of 13bn Posting of Scheme Documentation HBOS expects to post documentation to its shareholders in mid November HBOS to sell Australian BankWest HBOS announces it is selling the group s Australian retail and business banking operation 76

178 Appendix 6 Transitive and intransitive verbs on the home pages Abbriviations used in the table in appendix 6.11: TV IV DO IO A C SC = Transitive Verb = Intransitive Verb = Direct Object = Indirect Object = Adverbial = Complement = Subject Complement 77

179 Appendix 6.1 Danske Bank s home page 78

180 Appendix 6.2 Nordea s home page 79

181 Flash text: PensionsBLABLABLAopsparing Sparer du nok op til din pension? Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål Start 80

182 Appendix 6.3 Jyske Bank s home page 81

183 Appendix 6.4 Sydbank s home page 82

184 Appendix 6.5 Spar Nord s home page 83

185 Appendix 6.6 HSBC s home page 84

186 Appendix 6.7 Lloyds TSB s home page 85

187 Appendix 6.8 RBS s home page 86

188 Appendix 6.9 Barclay s home page 87

189 Appendix 6.10 HBOS s home page Flash text: Changes to Halifax mortgage rate Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS welcomes the Government s announcement HBOS welcomes today s announcement by the Government about banking capital HBOS & Lloyds TSB Joint Capital Raising HBOS and Lloyds have announced they are raising a total of 13bn Posting of Scheme Documentation HBOS expects to post documentation to its shareholders in mid November HBOS to sell Australian BankWest HBOS announces it is selling the group s Australian retail and business banking operation 88

190 Appendix 6.11 Overview of transitive and intransitive verbs Sentence TV IV Note Process Type Danske Bank Udskriv [Print] Søg [Search] Vi hæver renten på ind- og udlån pr. 17. okt. [We raise the deposit and lending rates, adjustment taking effect on 17 oct.] Kom til seminar om Indien [Go to a seminar on India] DO = Omitted DO = Renten på ind-og udlån [the deposit and lending rates] C = Til seminar om Indien Køb ind med American Express [Go shopping with American Express] Danske Bank søger finanselever nu [Danske Bank currently seeks financial trainees] Søg et studielegat [Apply for a scholarship] Kontakt os [Contact us] Find afdeling [Find branch] Opdateret den kl [Updated on 14 October at [To a seminar on India] C = Med American Express [With American Express DO = Finanselever [Financial trainees] DO = Et studielegat [A scholarship] DO = Os [Us] DO = Afdeling [Branch] DO = Omissed A = Den kl. Mental 89

191 3.56 p.m.] Se flere kurser [View more exchange rates] [On 14. October at 3.56 p.m.] DO = Flere kurser [More exchange rates] Mental Se om Danske Toprente er noget for dig [See if Danske Toprente is for you] Vælg product [Choose product] Vælg temaområde [Choose topic] Vælg beregner [Choose calculator] Danske Bank er med i den garantiordning, som den danske stat underskrev den 5. oktober. SC = Noget for dig [For you] DO = Product [Product] DO = Temaområde [Topic] DO = Beregner [Calculator) DO = Som [Which] Mental [Danske Bank participates in the guarantee that was signed by the Danish government on 5 October] A= Den 5. oktober [on 5 October] Danske Bank er med i den garantiordning, som den danske stat underskrev den 5. oktober. [Danske Bank participates in the guarantee that was signed by the Danish government on 5 October] SC = Med i den garantiordning [Participates in the guarantee] Relational 90

192 Læs mere [Read more] Hvad betyder krisen for din privatøkonomi? DO = Mere [More] DO = Krisen Mental [How does the crisis affect your personal finances?] Læs vores svar på nogle af de typiske spørgsmål, som vi møder fra vores kunder i øjeblikket. [Read our answers to some of the typical questions with which our customers are currently concerned] Læs mere [Read more] Hvem skal modtage Danmarks største litteraturpris? [Who should receive the greatest literary award in Denmark?] Stem på din favoritforfatter og vind en rejse. [Vote for your favourite author and win a trip to Rome.] [The crisis] DO = Vores svar [our answers] Som [which] DO = Mere [More] DO = Modtage [Receive] DO = Din favoritforfatter [Your favourite author] En rejse Relational Læs mere [Read more] Har du det rigtige lån? [Do you have the right loan?] [A trip] DO = Mere [More] DO = Det rigtige lån [The right loan] Relational 91

193 Hvad skal der ske ved dette års rentetilpasning? [What is going to happen at this year s interest rate adjustment?] Kom til møde og få overblik over dine muligheder [Arrange a meeting and survey your possibilities] Kom til møde og få overblik over dine muligheder C = Ved dette års rentetilpasning [at this year s interest rate adjustment?] C = Til møde [A meeting] DO = Overblik over dine mulighed Relational Nordea [Arrange a meeting and survey your possibilities] Læs mere [Read more] Søg [Search] Log på [Log on] Print [Print] Log på [Log on] Vælg [Choose] Læs om sikkerhed [Read about security] Find filial, åbningstider og telefonnumre [Find branch, opening hours and phone numbers] [Your possibilities] DO = Mere [More] DO = omissed DO = omissed DO = omissed DO = omissed DO = Om sikkerhed [About security] DO = Filial, åbningstider og telefonnumre [Branch, opening hours, and phone 92

194 Bliv privatkunde [Become a personal customer] Få de bedste priser [Get the best prices] Bestil rejsevaluta [Order foreign exchange] Kontakt banken [Contact the bank] Se afkastet på investeringsforeninger [View yield on unit trusts] numbers] IO = Privatkunde [Personal customer] DO = De bedste priser [The best prices] DO = Rejsevaluta [Foreign exchange] DO = Banken [The bank] DO = Afkastet på investeringsforenin ger Relational Relational Mental Har du et rentetilpasningslån der skal refinansieres i år? [Do you have an adjustable rate mortgage that needs refinancing this year?] [Yield on unit trusts] DO = Et rentetilpasningslån der skal refinansieres [An adjustable rate mortgage which needs refinancing] Relational Der [Which] A = I år Få en gratis hverdag [Get a free everyday life] [This year] DO = En gratis hverdag [A free everyday life] Relational 93

195 Se her hvordan [See how here] Læs forbrugerøkonomens svar på spørgsmål om finanseuroen [Read the consumer economist s answers to questions concerning the financial unrest] Hvorfor falder aktiekurserne så kraftigt? [Why are the share prices declining so rapidly?] Sparer du nok op til din pension? [Are you saving up enough money for your pension?] Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål [Answer 5 question and see what it takes to reach your pension goal] DO = Her [Here] DO = Forbrugerøkonome ns svar på spørgsmål om finanseuroen [The consumer economist s answers to questions concerning the financial unrest] DO = Aktiekurserne [The share prices] C = Til din pension [For your pension] DO = 5 spørgsmål [5 questions] Hvad der skal til for at nå dit pensionsmål Mental Mental [What it takes to reach your pension goal] Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål [Answer 5 question and see what it takes to reach your pension goal] C = For at nå dit pensionsmål [to reach your pension goal] 94

196 Jyske Bank Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål [Answer 5 question and see what it takes to reach your pension goal] Start [Start] Søg [Search] Bliv kunde [Become a customer] Start [Start] Find medarbejder [Find employee] Find afdeling [Find branch] Følg finanskrisen på jyskebank.tv DO = Dit pensionsmål [Your pension goal] DO = omissed DO = omissed C = Kunde [A customer] DO = Medarbejder [Employee] DO = Afdeling [Branch] DO = Finanskrisen Mental Relational [Follow the financial crisis at jyskebank.tv] [The financial crisis] A = På jyskebank.tv På jyskebank.tv kan du holde dig orienteret om finanskrisen time for time. [at jyskebank.tv] C = orienteret om finanskrisen Relational [At jyskebank.tv you can keep yourself updated on the financial crisis every hour] [updated on the financial crisis] A = Time for time 95

197 Vi sender live, så snart der kommer nye oplysninger af betydning [We broadcast live immediately upon obtaining important information] Vi sender live, så snart der kommer nye oplysninger af betydning [Every hour] SC = Live [live] DO = Nye oplysninger af betydning [We broadcast live immediately upon obtaining important information] Ny Moody s analyse bekræfter Jyske Banks rating med stable outlook [New Moody s analysis confirms Jyske Bank s rating with stable outlook] Se afkastet af puljerne i september måned [View the yield on funds in September] [Important information] DO = Jyske Banks rating [Jyske Bank s rating] DO = Afkastet af puljerne [The yield on funds] Verbal Mental A = I september måned Jyske Bank er kun i begrænset omfang eksponeret mod islandske banker [in September] DO = Islandske banker [Icelandic Banks] Relational [Jyske Bank is only exposed to Icelandic Banks to a limited degree] Jyske Bank tilslutter sig ny statsgarantiordning [Jyske Bank joins new government guarantee DO = Ny statsgarantiordning [New government 96

198 scheme] S&P bekræfter Jyske Banks høje kreditværdighed, men løfter pegefingeren [S&P affirms Jyske Bank s long-term A rating but changes the outlook from stable to negative] guarantee scheme] DO = Jyske Banks høje kreditværdighed [Jyske Bank s long-term A rating] Pegefingeren Verbal Jyske Ud i Verden giver dig overblik over din økonomiske situation, hvis du køber feriebolig i udlandet eller flytter ud i kortere eller længere tid. [The outlook] DO = Overblik [Overview] Feriebolig [Jyske Ud i Verden will provide you with an overview of your financial situation should you buy a holiday home abroad or move out for a short period of time or longer.] Jyske Ud i Verden giver dig overblik over din økonomiske situation, hvis du køber feriebolig i udlandet eller flytter ud i kortere eller længere tid. [A holiday home] A = I udlandet [Abroad] A = I kortere eller længere tid [for a short period of time or longer] [Jyske Ud i Verden will provide you with an overview of your financial situation should you buy a holiday home abroad or move out for a short period of time or longer.] Der findes ikke andre investeringsforeninger I Danmark, der tilbyder en tilsvarende investering i valuta. [No other unit trust in Denmark offers similar DO = Andre investeringsforenin ger [Other unit trust] En tilsvarende Existential 97

199 currency investments] investering Sydbank Søg [Similar currency investments] DO = omissed [Search] Det sker nu [What is happening at the moment] Log på [Log on] Sydbank tilslutter sig ny statsgarantiordning [Sydbank joins new government guarantee scheme] Hvorfor falder aktiekurserne? [Why are the share prices declining?] Sydbanks aktieanalysechef Bjørn Schwarz skriver om de faldende aktiekurser [Head share analyst Bjørn Schwarz writes about the declining share prices] Læs hele analysen [Read the entire analysis] Læs anbefaling [Read recommendation] Tilmeld overvågning [Sign up for surveillance] A = Nu [now] DO = omissed DO = Ny statsgarantiordning [New government guarantee scheme] DO = Aktiekurserne [Share prices] DO = De faldende aktiekurser [The declining share prices] DO = Hele analysen [The entire analysis] DO = Anbefaling [Recommendation] DO = Overvågning [Surveillance] Relational 98

200 Kig ind, eller ring til os. [Drop in or call us.] Vi står klar til at hilse på vores nye kunder på Vinkelvej 3 DO = omissed DO = til os [Us] C = Klar til at hilse på vores nye kunder [We are ready to meet our new customers at Vinkelvej 3.] [Ready to meet our new customers] A = På Vinkelvej 3 Vi står klar til at hilse på vores nye kunder på Vinkelvej 3 [We are ready to meet our new customers at Vinkelvej 3.] [At Vinkelvej 3] DO = Vores nye kunder [Our new customers] A = På Vinkelvej 3 Din computer og din økonomi kan have gavn af rådene i kampagnen Netsikker Nu! [At Vinkelvej 3] DO = Gavn af rådene I kampagnen Netsikker Nu! Relational [Your computer and your financial situation might benefit from the advice in the campaign Netsikker Nu!] Langsigtede og ugearede investorer bør bevare roen i den aktuelle krise [Far-sighted and ungeared investors should remain calm in the current crisis] [Benefit from the advice in the campaign Netsikker Nu!] DO = Roen [Calm] A = I den aktuelle krise Relational Læs Sydbanks vejledning til investorer [In the current crisis] DO = Sydbanks vejledning til 99

201 [Read Sydbank s guide for investors] Et Sydbank MasterCard med rejseforsikring dækker dig der, hvor det gule sygesikringsbevis ikke længere dækker. investorer [Sydbank s guide for investors] DO = Der, hvor det gule sygesikringsbevis ikke længere dækker Relational Relational Spar Nord [A Sydbank MaskerCard including travel insurance covers you in situations no longer covered by the yellow medical card] Læs mere om rejseforsikring [Read more about travellers insurance] Find en medarbejder [Find an employee] Find din lokale bank [Find your local bank] Tilmeld nyhedsbrev [Sign up for newsletter] Bliv Stjernekunde [Become a Star customer] Bestil netbank [Order online banking] Opdateret 14. oktober 2008, kl 15:05 [Updated on 14 October 2008 at 3:05 p.m.] [Situations no longer covered by the yellow medical card] Omissed DO = Mere om rejseforsikring [More about travellers insurance] DO = En medarbejder [An employee] DO = Din lokale bank [Your local bank] DO = Nyhedsbrev [Newsletter] C = Stjernekunde [A Star customer] DO = Netbank [Online banking] DO = omissed A = 14. oktober 2008, kl 15:05 Relational Relational 100

202 Bestil valuta i Netbanken [Order foreign currency using online banking] Spar Nord overtager syv tidligere Roskilde Bankfilialer og etablerer tre nye bankområder på Sjælland [Spar Nord takes over seven former branches of Roskilde Bank and sets up three new branches on Zealand] [On 14 October 2008 at 3:05 p.m] DO = Valuta [Foreign currency] A = I netbanken [Using online banking] DO = Syv tidligere Roskilde Bankfilialer [Seven former branches of Roskilde bank] Tre nye bankområder Relational [Three new branches] A = På Sjælland Er du én af de nye kunder i Spar Nord, kan du her læse mere om banken, og hvad Spar Nord kan tilbyde dig som kunde [If you are one of the 30,000 new customers in Spar Nord, you can read more about the bank and what Spar Nord offers you as a customer here] Er du én af de nye kunder i Spar Nord, kan du her læse mere om banken, og hvad Spar Nord kan tilbyde dig som kunde [On Zealand] SC = én af de nye kunder i Spar Nord [One of the 30,000 new customers in Spar Nord] DO = Mere om banken, og hvad Spar Nord kan tilbyde dig som kunde Relational 101

203 [If you are one of the 30,000 new customers in Spar Nord, you can read more about the bank and what Spar Nord offers you as a customer here] Læs mere [Read more] Hvordan opnår du energibesparelser i dit hjem? [How can you conserve energy in your home?] [More about the bank and what Spar Nord offers you as a customer here] Omissed DO = Mere [More] IO = Du [You] DO = Energibesparelser Relational [Energi conservation] A = I dit hjem [In your home] Der kan være mange penge at tjene på miljøforbedringer uanset boligens alder. [Much money can be earned on environmental improvements despite the age of the house] Generelt kan de største besparelser realiseres i huse fra før 1980 erne, men selv i huse af nyere dato kan der skæres ned på forbruget. DO = Penge [Money] DO = De største besparelser [The highest savings] Relational [Generally, the highest savings can be realised in houses built before the A = I huse fra før 1980 erne 102

204 1980 s, but consumption can be cut even in houses built more recently.] Læs mere [Read more] Spar Nord Bank tilslutter sig ny statsgarantiordning [Spar Nord Bank joins new government guarantee scheme] Spar Nord Bank har bekræftet sit medlemskab af Det Private Beredskab, således at banken bidrager til og er omfattet af den nye statsgarantiordning, som løber fra 6.oktober 2008 og 2 år frem. [Spar Nord Bank has confirmed it s membership of The Danish Contingency Committee, thus, the bank contributes to and is covered by governmental guarantee effective from 6 October 2008 and two years onwards] Spar Nord Bank har bekræftet sit medlemskab af Det Private Beredskab, således at banken bidrager til og er omfattet af den nye statsgarantiordning, som løber fra 6.oktober 2008 og 2 år frem. [Spar Nord Bank has confirmed it s membership of The Danish Contingency Committee, thus, the bank contributes to and is covered by governmental guarantee [In houses built before the 1980 s] DO = Mere [More] DO = Ny statsgarantiordning [New government guarantee scheme] DO = Sit medlemskab af Det Private Beredskab [It s membership of The Danish Contingency Committee] SC = Omfattet af den nye statsgarantiordning [Covered by the governmental guarantee scheme] A = Fra 6.oktober 2008 og 2 år frem [from 6 October 2008 and two years onwards] Verbal Relational Relational 103

205 scheme effective from 6 October 2008 and two years onwards] Læs fondsbørsmeddelelsen [Read the stock exchange announcement] Køb billet til Disney High School Musical The Ice Tour i Gigantium i Aalborg med rabat. [Buy ticket to Disney High School Musical The Ice Tour in Gigantium, Aalborg with a discount] Læs mere [Read more] En god pension giver økonomisk tryghed for hele familien [A good pension plan will provide the entire family with financial security] Den rigtige pensionsordning giver dig og din familie økonomisk tryghed, når du eller din ægtefælle ikke længere er på arbejdsmarkedet [The right pension plan will provide you and your family with financial security, when you or your spouse are no longer in the labour market] DO = Fondsbørsmeddelel sen [The stock exchange announcement] DO = billet til Disney High School Musical The Ice Tour i Gigantium i Aalborg [ticket to Disney High School Musical The Ice Tour in Gigantium, Aalborg] DO = Mere [More] DO = Økonomisk tryghed [Financial security] IO = Dig og din familie [You and your family] DO = Økonomisk tryghed [Financial security] A = Når du eller din ægtefælle ikke 104

206 længere er på arbejdsmarkedet [When you or your spouse are no longer in the labour market] Den rigtige pensionsordning giver dig og din familie økonomisk tryghed, når du eller din ægtefælle ikke længere er på arbejdsmarkedet [The right pension plan will provide you and your family with financial security, when you or your spouse are no longer in the labour market] Læs mere [Read more] Stjernekunder får 1 pct. ekstra i rente på Børneopsparing og Børnebørnskonto. [Star customers will receive an additional 1 percent interest on their child savings account and grandchild savings account.] SC = På arbejdsmarkedet [In the labour market] DO = Mere [More] DO = 1 pct. ekstra i rente [An additional 1 percent interst] Relational Relational HSBC Læs mere [Read more] Alle rettigheder forbeholdes DO = Mere [More] DO = omissed [All rights reserved] You are viewing Personal DO = Mental Banking Personal Banking Log on DO = omissed 105

207 Register Log on DO = omissed Register Search Experience a we re at your service kind of bank account Experience a we re at your service kind of bank account DO = A we re at your service kind of bank account SC = At your service Mental Relational Find out more DO = more Start saving from 1 DO = omissed Find out more DO = more More than double your interest rate Earn monthly interest when you leave your money untouched Find out more We re in 85 countries and territories One of the most strongly capitalised banks in the world DO = Your interest rate DO = Monthly interest Your money untouched DO = More SC = In 85 countries and territories DO = Banks Relational Relational Relational A = In the world Find out more DO = More Stay safe and sure C = Safe and sure We work day and night to C = protect you Day and night We work day and night to DO = protect you You Click for safety tips DO = omissed Find out more DO = More Save Time. DO = Time Bank from home. C = From home Make bill payments DO = 106

208 Lloyds TSB Manage direct debits Set up standing orders Find out more Go green with HSBC Select the green option on your current account Radically reduce the amount of paper we send you Find out more Log on Bill payments DO = Direct debits DO = Standing orders DO = More C = Green DO = The green option DO = The amount of paper The amount of paper DO = More DO = omissed Log on DO = omissed Register now A = now Keep yourself secure DO = Yourself secure Be aware of scams C = Mental Aware Instruct us DO = Us Contact us DO = Us Ways to bank with us C = With us Pump up your tyres DO = correctly and you ll use 3% less fuel Your tyres Pump up your tyres DO = Relational correctly and you ll use 3% less fuel 3% less fuel Loads of great money DO = Relational saving tips, tools and You a savvy saver advice to help make you a savvy saver Be a savvy saver Switch to us and put your feet up C = A savvy saver Relational 107

209 Switch to us and put your feet up Find out more Get 0% on purchases for 6 months Find out more Two months free when you buy online DO = Your feet up DO = More DO = 0% on purchases A = For 6 months DO = More DO =omissed Relational A = Online Find out more DO = More Why your money is safe SC = Relational with Lloyds TSB Safe Find out more DO = More What does it mean? DO =omissed Relational Lloyds TSB Bank plc and SC = Relational Lloyds TSB Scotland plc Authorised and are authorised and regulated regulated by the Financial Services Authority and signatories to the Banking Codes. FSA authorisation can be checked on the FSA s Register at: A = On the FSA s Register at gister RBS Lloyds TSB Bank plc and Lloyds TSB Scotland plc are members of the Financial Services Compensation Scheme and the Financial Ombudsman Service. Contact RBS SC = Members of the Financial Services Compensation Scheme and the Financial Ombudsman Service DO = RBS Relational Search Log in 108

210 Tell me more RBS Savings, find the perfect home for your money Discover a straightforward collection of savings accounts and make the most of your money DO = More DO = The perfect home for your money DO = A straightforward collection of savings accounts Verbal Mental Relational The most of your money Find out more DO = More Everything you need to DO = Mental grow. Everything Everything you need to grow. Get personal service with DO = Relational global reach Personal service Barclays Log in Register Video: Staying safe online Relational Ask a question DO = Verbal A question Find your answer DO = Your answer Compare savings accounts DO = Savings accounts Starting a business DO = A business Web chat goes live Contact us DO = Us Top up your mobile phone DO = Your mobile phone Apply now A = Now The overall cost for SC = Relational comparison is 5.9% APR Early repayment charges apply during this fixed rate Your home may be repossessed if you do not keep up repayments on 5.9% APR A = During this fixed rate DO = Your home Relational 109

211 your mortgage Manage your money with Online and Telephone Banking Repayments DO = Your money A = With Online and Telephone Banking Take advantage of our price pledge if you re offered a better deal elsewhere, we ll pay the difference. DO = Advantage OC = Our price pledge Take advantage of our price pledge if you re offered a better deal elsewhere, we ll pay the difference. Apply now 0% on balance transfers until 1 January 2010 (2.9% fee applies) Apply for Barclaycard Platinum Think carefully before securing other debts against your home. Think carefully before securing other debts against your home. Your home may be repossessed if you do not keep up repayments on your mortgage Get combined buildings & contents insurance from Barclays and we ll give you 55 cashback. DO = The difference SC = Offered a better deal A = Elsewhere A = Now A = Carefully DO = Other debts DO = Your home Repayments DO = Combined buildings & contents insurance Relational Relational Mental Relational IO= You 110

212 Get a home insurance quote Get 5.25% AER* (5.13 gross) for months when you make no withdrawals. Rate includes a 12-month bonus of 0.75% gross. Woolwich tracker mortgages for buying a home and remortgaging everyone needs some financial flexibility now and again DO = 55 cashback DO = a home insurance quote DO = 5.25% AER No withdrawals DO = A 12-month bonus DO = A home Some financial flexibility A = Now and again Relational Relational Relational Mental Woolwich tracker mortgages for buying a home and remortgaging everyone needs some financial flexibility now and again We re giving away a pair of Barclays Premier League match tickets every 90 minutes, everyday, throughout this season To find your nearest Barclays branch, simply enter your postcode below and we ll do the leg work for you. DO = A pair of Barclays Premier League match tickets A = Every 90 minutes, everyday, throughout this season DO = Your nearest Barclays branch Your postcode Relational A = Below DO = The leg work 111

213 IO = For you Enter your postcode DO = Your postcode Search * AER (Annual Equivalent Rate) illustrates what the interest rate would be if DO = What the interest rate would be Mental interest was paid and compounded once each Interest year. Interst * AER (Annual Equivalent Rate) illustrates what the interest rate would be if interest was paid and compounded once each year. Gross is the rate of interest payable before income tax is deducted A = Once each year SC = The rate of interest payable Relational Relational Gross is the rate of interest payable before income tax is deducted Interest is payable gross to non-tax payers subject to the required certification. Whether you need home insurance, car insurance, student possessions insurance we can help. Whether you need home insurance, car insurance, student possessions insurance we can help. We offer competitive rates and a range of optional add-ons. Choose from standard dayto-day current accounts to A = Before income tax is deducted DO = Income tax SC = Payable gross DO = Home insurance, car insurance, student possessions insurance DO = Competitive rates and a range of optional add-ons DO = omissed Relational Mental 112

214 a more tailored current account, Children s Savings and Cash Card account. Plus, our Additions range gives you access to a range of benefits for a small monthly fee. We have a range of options for savers: ISAs, Savings bonds and instant access savings accounts plus E- savings our savings account that s exclusive to our Online Banking customers We have a range of options for savers: ISAs, Savings bonds and instant access savings accounts plus E- savings our savings account that s exclusive to our Online Banking customers We offer a number of mortgage options including fixed rate, tracker, offset, buy-to-let and first-time buyer mortgages. If you're a first-time buyer, read our first-time buyer guide to help you with everything from choosing the right mortgage to moving in. If you're a first-time buyer, read our first-time buyer guide to help you with everything from choosing the right mortgage to moving in. Choose a credit card to match your lifestyle. DO = Access to a range of benefits IO = You DO = ISAs, Savings bonds and instant access savings accounts plus E- savings IO = A range of options SC = Exclusive to our Online Banking customers DO = A number of mortgage options SC = A first time buyer DO = Our firsttime buyer guide DO =You The right mortgage DO = A credit card Relational Relational Relational Relational 113

215 We offer Barclaycard Platinum and Barclaycard Initial (for those wishing to build their credit rating). Your lifestyle DO = Barclaycard Platinum and Barclaycard Initial To build Mental HBOSplc You can also apply for our Graduate Barclaycard. A copy of the Code is available on request. The Woolwich and Woolwich are trading names of Barclays Bank PLC. Contact us I m a customer I m an investor/shareholder I m a journalist Search this site I m just looking HBOS and Lloyds TSB have announced to the City today that they are raising 13bn of extra capital in new ordinary shares. Their credit rating SC = Available SC = Trading names DO = Us SC = Customer SC = Investor/sharehold er SC = Journalist DO = This site SC = Just looking DO = today that they are raising 13bn of extra capital 13bn of extra capital Relational Relational Relational Relational Relational Relational Verbal A = Today The joint capital raising is part of a major government action plan for the banking sector. All of the UK s domestic banks are raising In ordinary shares SC = Part of a major government action plan DO = Significant Relational 114

216 significant amounts of new capital under the plan The terms of the HBOS / Lloyds TSB deal have been renegotiated Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS welcomes the Government s announcement HBOS welcomes today s announcement by the Government about banking capital HBOS and Lloyds have announced they are raising a total of 13bn HBOS expects to post documentation to its shareholders in mid November HBOS to sell Australian Bank West HBOS announces it is selling the group s Australian retail and business banking operation amounts of new capital DO = The terms of the HBOS / Lloyds TSB deal DO = Its standard variable rate DO = The Government s announcement DO = Today s announcement by the Government DO = They are raising a total of 13bn A total of 13bn DO = to post documentation to its shareholders A = In mid November DO = Australian Bank West DO = It is selling The group s Australian retail and business banking operation Verbal Mental Verbal 115

217 Appendix 7 Participants on the home pages 116

218 Appendix 7.1 Danske Bank s home page 117

219 Appendix 7.2 Jyske Bank s home page 118

220 Appendix 7.3 Spar Nord s home page 119

221 Appendix 7.4 HBOS s home page Flash text: Changes to Halifax mortgage rate Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS welcomes the Government s announcement HBOS welcomes today s announcement by the Government about banking capital HBOS & Lloyds TSB Joint Capital Raising HBOS and Lloyds have announced they are raising a total of 13bn Posting of Scheme Documentation HBOS expects to post documentation to its shareholders in mid November HBOS to sell Australian BankWest HBOS announces it is selling the group s Australian retail and business banking operation 120

222 Appendix 8 Metaphors on the home pages 121

223 Appendix 8.1 Danske Bank s home page 122

224 Appendix 8.2 Nordea s home page 123

225 Flash text: PensionsBLABLABLAopsparing Sparer du nok op til din pension? Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål Start 124

226 Appendix 8.3 Jyske Bank s home page 125

227 Appendix 8.4 Sydbank s home page 126

228 Appendix 8.5 Spar Nord s home page 127

229 Appendix 8.6 HSBC s home page 128

230 Appendix 8.7 Lloyds TSB s home page 129

231 Appendix 8.8 RBS s home page 130

232 Appendix 8.9 Barclays s home page 131

233 Appendix 8.10 HBOS s home page Flash text: Changes to Halifax mortgage rate Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS welcomes the Government s announcement HBOS welcomes today s announcement by the Government about banking capital HBOS & Lloyds TSB Joint Capital Raising HBOS and Lloyds have announced they are raising a total of 13bn Posting of Scheme Documentation HBOS expects to post documentation to its shareholders in mid November HBOS to sell Australian BankWest HBOS announces it is selling the group s Australian retail and business banking operation 132

234 Appendix 8.11 Overview of metaphors on the homepages Danske Bank Sentence Metaphor Note Vi hæver renten på ind- og Orientational More is up udlån pr. 17. okt. [We raise the deposit and lending rates, adjustment taking effect on 17 oct.] Danske Bank søger finanselever nu [Danske Bank currently seeks financial trainees] Danske Bank er med i den garantiordning, som den danske stat underskrev den 5. oktober. [Danske Bank participates in the guarantee that was signed by the Danish government on 5 October] Læs vores svar på nogle af de typiske spørgsmål, som vi møder fra vores kunder i øjeblikket. Metonymy Ontological Ontological Institution for people responsible Container metaphor Personification [Read our answers to some of the typical questions with which our customers are currently concerned] Kom til møde og få overblik over dine muligheder [Arrange a meeting and survey your possibilities] [Get the best prices] Få en gratis hverdag Ontological Orientational Overblik [overview] as an entity, something you can physically have. Good is up Nordea In English Ontological Container metaphor Få de bedste priser Ontological Priser [pricer] as an entity you can physically get. [Get a free everyday life] Hvorfor falder aktiekurserne så kraftigt? Ontological En gratis hverdag [a free everyday life] as an entity you can physically get. Orientational Less is down 133

235 [Why are the share prices declining so rapidly?] Aftale om finansiel stabilitet i Danmark Ontological Container metaphor [Financial stability agreement in Denmark] Handel med udlandet [Trade with foreign nations] Sparer du nok op til din pension? Metonymy Orientational Country for people responsible More is up [Are you saving up enough money for your pension?] Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål. Ontological Entity Jyske Bank [Answer 5 question and see what it takes to reach your pension goal] Ny Moody s analyse bekræfter Jyske Banks rating med stable outlook Metonymy Institution for people responsible [New Moody s analysis confirms Jyske Bank s rating with stable outlook] Jyske Bank er kun i begrænset omfang eksponeret mod islandske banker Metonymy Institution for people responsible [Jyske Bank is only exposed to Icelandic Banks to a limited degree] Jyske Bank tilslutter sig ny statsgarantiordning Ontological Personification [Jyske Bank joins new government guarantee scheme] S&P bekræfter Jyske Banks høje kreditværdighed, men løfter pegefingeren [S&P affirms Jyske Bank s long-term A rating but Metonymy Ontological Institution for people responsible Personification 134

236 changes the outlook from stable to negative] Vi sender live, så snart der kommer nye oplysninger af betydning Ontological Personification [We broadcast live immediately upon obtaining important information] Jyske Ud i Verden giver dig overblik over din økonomiske situation, hvis du køber feriebolig i udlandet eller flytter ud i kortere eller længere tid. Ontological Ontological Overblik [overview] as an entity Container metaphor [Jyske Ud i Verden will provide you with an overview of your financial situation should you buy a holiday home abroad or move out for a short period of time or longer.] Der findes ikke andre investeringsforeninger I Danmark, der tilbyder en tilsvarende investering i valuta. Metonymy Institution for people responsible Sydbank [No other unit trust in Denmark offers similar currency investments Sydbank tilslutter sig ny statsgarantiordning Ontological Personification [Sydbank joins new government guarantee scheme] Hvorfor falder aktiekurserne? Orientational Less is down [Why are the share prices declining?] Velkommen til Sydbank i Roskilde Ontological Container metaphor [Welcome to Sydbank in Roskilde] Kig ind, eller ring til os. Ontological Container metaphor [Drop in or call us.] Langsigtede og ugearede Ontological Container metaphor 135

237 investorer bør bevare roen i den aktuelle krise [Far-sighted and ungeared investors should remain calm in the current crisis] Et Sydbank MasterCard med rejseforsikring dækker dig der, hvor det gule sygesikringsbevis ikke længere dækker. Ontological Ontological Entity Entity Spar Nord [A Sydbank MaskerCard including travel insurance covers you in situations no longer covered by the yellow medical card] Job i Spar Nord Ontological Container metaphor [Jobs in Spar Nord] Bestil valuta i Netbanken Ontological Container metaphor [Order foreign currency using online banking] Velkommen som kunde i Spar Nord Ontological Container metaphor [Welcome customer of Spar Nord] Spar Nord overtager syv tidligere Roskilde Bankfilialer og etablerer tre nye bankområder på Sjælland Metonymy Institution for people responsible [Spar Nord takes over seven former branches of Roskilde Bank and sets up three new branches on Zealand] Er du én af de nye kunder i Spar Nord, kan du her læse mere om banken, og hvad Spar Nord kan tilbyde dig som kunde Ontological Metonymy Container metaphor Institution for people responsible [If you are one of the 30,000 new customers in Spar Nord, you can read more about the bank and what Spar Nord offers you as a customer here] Hvordan opnår du Orientational Good is up 136

238 energibesparelser i dit hjem? [How can you conserve energy in your home?] Der kan være mange penge at tjene på miljøforbedringer uanset boligens alder. [Much money can be earned on environmental improvements despite the age of the house] Generelt kan de største besparelser realiseres i huse fra før 1980 erne, men selv i huse af nyere dato kan der skæres ned på forbruget. [Generally, the highest savings can be realised in houses built before the 1980 s, but consumption can be cut even in houses built more recently.] Spar Nord Bank tilslutter sig ny statsgarantiordning [Spar Nord Bank joins new government guarantee scheme] Spar Nord Bank har bekræftet sit medlemskab af Det Private Beredskab, således at banken bidrager til og er omfattet af den nye statsgarantiordning, som løber fra 6.oktober 2008 og 2 år frem. [Spar Nord Bank has confirmed it s membership of The Danish Contingency Committee, thus, the bank contributes to and is covered by governmental guarantee effective from 6 October 2008 and two years onwards] En god pension giver økonomisk tryghed for hele familien [A good pension plan will Ontological Ontological Ontological Ontological Orientational Ontological Ontological Ontological Ontological Ontological Container metaphor Personification Container metaphor Container metaphor Less is down Personification Personification Personification Personification Personification 137

239 provide the entire family with financial security] Den rigtige pensionsordning giver dig og din familie økonomisk tryghed, når du eller din ægtefælle ikke længere er på arbejdsmarkedet Ontological Ontological Personification Entity [The right pension plan will provide you and your family with financial security, when you or your spouse are no longer in the labour market] HSBC The world s local bank Metonymy The place for the people Faster payments Ontological Personification Over 100 million customers Orientational More is up worldwide Radically reduce the amount of Metonymy Institution for the Lloyds TSB RBS Barclays HBOS paper we send you Pump up your tyres correctly and you ll use 3% less fuel. Why your money is safe with Lloyds TSB Orientational Ontological people responsible More is up Personification Metonymy Institution for the people responsible RBS Savings, find the perfect Ontological Personification home for your money Everything you need to grow Metonymy Part for the whole business Your home may be repossessed Orientational Control is up if you do not keep up repayments on your mortgage Take advantage of our price pledge if you re offered a better deal elsewhere, we ll pay the difference Interest-free overdraft up to % EAR typical variable on agreed overdrafts over 300. Plus, our Additions range gives you access to a range of benefits for a small monthly fee. Ontological Orientational Orientational Ontological Personification More is up More is up Personification Registered in England Ontological Container metaphor Proposed acquisition of HBOS Ontological Personification by Lloyds TSB, capital increase 138

240 and access to guaranteed wholesale funding HBOS and Lloyds TSB have announced to the City that they are raising 13bn of extra capital in new ordinary shares Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS welcomes the Government s announcement HBOS welcomes today s announcement by the Government about banking capital HBOS & Lloyds have announced they are raising a total of 13bn HBOS expects to post documentation to its shareholders in mid November HBOS to sell Australian Bank West HBOS announces it is selling the group s Australian retail and business banking operation Ontological Ontological Metonymy Ontological Ontological Ontological Ontological Ontological Metonymy Ontological Metonymy Ontological Personification Personification Institution for the people responsible Personification Personification Personification Personification Personification Institution for people responsible Container metaphor Institution for people responsible Personification 139

241 Appendix 9 Cultural-specific elements on the home pages 140

242 Appendix 9.1 Danske Bank s home page 141

243 Appendix 9.2 Jyske Bank s home page 142

244 Appendix 9.3 Sydbank s home page 143

245 Appendix 9.4 Spar Nord s home page 144

246 Appendix 9.5 HBOS s home page Flash text: Changes to Halifax mortgage rate Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS welcomes the Government s announcement HBOS welcomes today s announcement by the Government about banking capital HBOS & Lloyds TSB Joint Capital Raising HBOS and Lloyds have announced they are raising a total of 13bn Posting of Scheme Documentation HBOS expects to post documentation to its shareholders in mid November HBOS to sell Australian BankWest HBOS announces it is selling the group s Australian retail and business banking operation 145

247 Appendix 10 2 nd person pronouns on the home pages 146

248 Appendix 10.1 Danske Bank s home page 147

249 Appendix 10.2 Nordea s home page 148

250 Flash text PensionsBLABLABLAopsparing Sparer du nok op til din pension? Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål Start 149

251 Appendix 10.3 Jyske Bank s home page 150

252 Appendix 10.4 Sydbank s home page 151

253 Appendix 10.5 Spar Nord s home page 152

254 Appendix 10.6 HSBC s home page 153

255 Appendix 10.7 Lloyds TSB s home page 154

256 Appendix 10.8 RBS s home page 155

257 Appendix 10.9 Barclays s home page 156

258 Appendix HBOS s home page Flash text: Changes to Halifax mortgage rate Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS welcomes the Government s announcement HBOS welcomes today s announcement by the Government about banking capital HBOS & Lloyds TSB Joint Capital Raising HBOS and Lloyds have announced they are raising a total of 13bn Posting of Scheme Documentation HBOS expects to post documentation to its shareholders in mid November HBOS to sell Australian BankWest HBOS announces it is selling the group s Australian retail and business banking operation 157

259 Appendix 11 Overview of the analysis mood and speech acts Danske Bank Søg [Search] Udskriv Sentence Mood Speech Act Imperative Directive: request Imperative Commissive: offer [Print] Vi hæver renten på ind- og udlån pr. 17. okt. [We raise the deposit and lending rates, adjustment taking effect on 17 oct.] Kom til seminar om Indien [Go to a seminar on India] Køb ind med American Express [Go shopping with American Express] Danske Bank søger finanselever nu [Danske Bank currently seeks financial trainees] Søg et studielegat [Apply for a scholarship] Kontakt os [Contact us] Find afdeling [Find branch] Opdateret den kl [Updated on 14 October at 3.56 p.m.] Se flere kurser [View more exchange rates] Se om Danske Toprente er noget for dig [See if Danske Toprente is for you] Indicative Imperative Imperative Indicative Imperative Imperative Imperative Indicative Imperative Imperative Representative: statement Indirect: commissive: promise Commissive: offer Commissive: offer Representative: statement Directive: request Directive: request Directive: request Representative: statement Commissive: offer Representative: statement Indirect: request 158

260 Vælg product [Choose product] Vælg tema område [Choose topic] Danske Bank er med i den garantiordning, som den danske stat underskrev den 5. oktober. [Danske Bank participates in the guarantee that was signed by the Danish government on 5 October] Læs mere [Read more] Hvad betyder krisen for din privatøkonomi? [How does the crisis affect your personal finances?] Læs vores svar på nogle af de typiske spørgsmål, som vi møder fra vores kunder i øjeblikket. [Read our answers to some of the typical questions with which our customers are currently concerned] Læs mere [Read more] Hvem skal modtage Danmarks største litteraturpris? [Who should receive the greatest literary award in Denmark?] Stem på din favoritforfatter og vind en rejse. [Vote for your favourite author and win a trip to Rome.] Læs mere [Read more] Har du det rigtige lån? [Do you have the right loan?] Imperative Imperative Indicative Imperative Indicative Imperative Imperative Indicative Imperative Imperative Indicative Directive: request Directive: request Representative: statement Directive: request Directive: question Directive: request Directive: request Directive: question Directive: request Directive: request Directive: question Indirect: commissive: offer 159

261 Hvad skal der ske ved dette års rentetilpasning? Indicative Directive: question [What is going to happen at this year s interest rate adjustment?] Kom til møde og få overblik over dine muligheder Imperative Commissive: offer [Arrange a meeting and survey your possibilities] Læs mere Imperative Directive: request Nordea [Read more] Søg Imperative Directive: request [Search] Log på Imperative Directive: request [Log on] Print Imperative Directive: request [Print] Log på Imperative Directive: request [Log on] Vælg Imperative Directive: request [Choose] Læs om sikkerhed Imperative Directive: request [Read about security] Find filial, åbningstider og telefonnumre Imperative Directive: request [Find branch, opening hours and phone numbers] Bliv privatkunde Imperative Directive: request [Become a personal customer] Få de bedste priser Imperative Commissive: offer [Get the best prices] Bestil rejsevaluta Imperative Directive: request [Order foreign exchange] Kontakt banken Imperative Directive: request [Contact the bank] 160

262 Se afkastet på investeringsforeninger Imperative Directive: request [View yield on unit trusts] Få op til 5,50 pct. i fast rente Imperative Commissive: offer [Get up to 5.50 percent fixed rate of interest] Har du et rentetilpasningslån der skal refinansieres i år? Indicative Directive: question [Do you have an adjustable rate mortgage that needs refinancing this year?] Få en gratis hverdag Imperative Commissive: offer [Get a free everyday life] Se her hvordan Imperative Directive: request [See how here] Læs forbrugerøkonomens svar på spørgsmål om finanseuroen Imperative Directive: request [Read the consumer economist s answers to questions concerning the financial unrest] Hvorfor falder aktiekurserne så kraftigt? Indicative Directive: question [Why are the share prices declining so rapidly?] Sparer du nok op til din pension? Indicative Directive: question [Are you saving up enough money for your pension?] Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål Imperative Directive: request [Answer 5 question and see what it takes to reach your pension goal] Start Imperative Directive: request Jyske Bank [Start] Søg [Search] Imperative Directive: request 161

263 Bliv kunde [Become a customer] Start [Start] Find medarbejder [Find employee] Find afdeling [Find branch] Se flere kurser, nyheder, anbefalinger og analyser fra Jyske Banks eksperter. [View more exchange rates, news, recommendations and analyses by the Jyske Bank experts.] Følg finanskrisen på jyskebank.tv [Follow the financial crisis at jyskebank.tv] På jyskebank.tv kan du holde dig orienteret om finanskrisen time for time. [At jyskebank.tv you can keep yourself updated on the financial crisis every hour] Vi sender live, så snart der kommer nye oplysninger af betydning [We broadcast live immediately upon obtaining important information] Ny Moody s analyse bekræfter Jyske Banks rating med stable outlook [New Moody s analysis confirms Jyske Bank s rating with stable outlook] Imperative Imperative Imperative Imperative Imperative Imperative Indicative Indicative Indicative Directive: request Directive: request Directive: request Directive: request Directive: request Directive: request Directive: request Commissive: promise Representative: statement 162

264 Se afkastet af puljerne i september måned [View the yield on funds in September] Jyske Bank er kun i begrænset omfang eksponeret mod islandske banker [Jyske Bank is only exposed to Icelandic Banks to a limited degree] Jyske Bank tilslutter sig ny statsgarantiordning [Jyske Bank joins new government guarantee scheme] S&P bekræfter Jyske Banks høje kreditværdighed, men løfter pegefingeren [S&P affirms Jyske Bank s longterm A rating but changes the outlook from stable to negative] Jyske Ud i Verden giver dig overblik over din økonomiske situation, hvis du køber feriebolig i udlandet eller flytter ud i kortere eller længere tid. [Jyske Ud i Verden will provide you with an overview of your financial situation should you buy a holiday home abroad or move out for a short period of time or longer.] Der findes ikke andre investeringsforeninger i Danmark, der tilbyder en tilsvarende investering i valuta. [No other unit trust in Denmark offers similar currency investments] Sydbank Søg [Search] Imperative Indicative Indicative Indicative Indicative Indicative Imperative Directive: request Representative: statement Representative: statement Representative: statement Commissive: promise Representative: claim Directive: request 163

265 Det sker nu [What is happening at the moment] Log på [Log on] Sydbank tilslutter sig ny statsgarantiordning [Sydbank joins new government guarantee scheme] Hvorfor falder aktiekurserne? [Why are the share prices declining?] Sydbanks aktieanalysechef Bjørn Schwarz skriver om de faldende aktiekurser [Head share analyst Bjørn Schwarz writes about the declining share prices] Læs hele analysen [Read the entire analysis] Læs anbefaling [Read recommendation] Kig ind, eller ring til os. [Drop in or call us.] Vi står klar til at hilse på vores nye kunder på Vinkelvej 3. [We are ready to meet our new customers at Vinkelvej 3.] Pas på pc, penge og privatliv [Take care of your computer, money and privacy] Din computer og din økonomi kan have gavn af rådene i kampagnen Netsikker Nu! [Your computer and your financial situation might benefit from the advice in the campaign Netsikker Nu!] Indicative Imperative Indicative Indicative Indicative Imperative Imperative Imperative Indicative Imperative Indicative Representative: statement Directive: request Representative: statement Directive: question Representative: statement Directive: request Directive: request Directive: request Representative: claim Directive: request Representative: statement 164

266 Langsigtede og ugearede investorer bør bevare roen i den aktuelle krise Indicative Representative: statement [Far-sighted and ungeared investors should remain calm in the current crisis] Læs Sydbanks vejledning til investorer Imperative Directive: request [Read Sydbank s guide for investors] Et Sydbank MasterCard med rejseforsikring dækker dig der, hvor det gule sygesikringsbevis ikke længere dækker. [A Sydbank MaskerCard including travel insurance covers you in situations no longer covered by the yellow medical card] Læs mere om rejseforsikring Indicative Imperative Representative: statement Indirect: commissive: promise Directive: request Spar Nord [Read more about travellers insurance] Find en medarbejder [Find an employee] Find din lokale bank Imperative Imperative Directive: request Directive: request [Find your local bank] Tilmeld nyhedsbrev Imperative Directive: request [Sign up for newsletter] Bliv Stjernekunde Imperative Directive: request [Become a Star customer] Bestil netbank Imperative Directive: request [Order online banking] Opdateret 14. oktober 2008, kl 15:05 Indicative Representative: statement [Updated on 14 October 2008 at 3:05 p.m.] 165

267 Bestil valuta i Netbanken [Order foreign currency using online banking] Spar Nord overtager syv tidligere Roskilde Bankfilialer og etablerer tre nye bankområder på Sjælland [Spar Nord takes over seven former branches of Roskilde Bank and sets up three new branches on Zealand] Er du én af de nye kunder i Spar Nord, kan du her læse mere om banken, og hvad Spar Nord kan tilbyde dig som kunde [If you are one of the 30,000 new customers in Spar Nord, you can read more about the bank and what Spar Nord offers you as a customer here] Læs mere [Read more] Hvordan opnår du energibesparelser i dit hjem? [How can you conserve energy in your home?] Der kan være mange penge at tjene på miljøforbedringer uanset boligens alder. [Much money can be earned on environmental improvements despite the age of the house] Generelt kan de største besparelser realiseres i huse fra før 1980 erne, men selv i huse af nyere dato kan der skæres ned på forbruget. [Generally, the highest savings can be realised in houses built before the 1980 s, but consumption can be cut even in houses built more recently.] Imperative Indicative Indicative Imperative Indicative Indicative Indicative Directive: request Representative: statement Directive: request Directive: request Directive: question Representative: statement Indirect: claim Representative: statement Indirect: claim 166

268 Læs mere [Read more] Spar Nord Bank tilslutter sig ny statsgarantiordning [Spar Nord Bank joins new government guarantee scheme] Spar Nord Bank har bekræftet sit medlemskab af Det Private Beredskab, således at banken bidrager til og er omfattet af den nye statsgarantiordning, som løber fra 6.oktober 2008 og 2 år frem. [Spar Nord Bank has confirmed it s membership of The Danish Contingency Committee, thus, the bank contributes to and is covered by governmental guarantee effective from 6 October 2008 and two years onwards] Læs fondsbørsmeddelelsen [Read the stock exchange announcement] Køb billet til Disney High School Musical The Ice Tour i Gigantium i Aalborg med rabat. [Buy ticket to Disney High School Musical The Ice Tour in Gigantium, Aalborg with a discount] Læs mere [Read more] En god pension giver økonomisk tryghed for hele familien [A good pension plan will provide the entire family with financial security] Den rigtige pensionsordning giver dig og din familie økonomisk tryghed, når du eller din ægtefælle ikke længere er på arbejdsmarkedet Imperative Indicative Indicative Imperative Imperative Imperative Indicative Indicative Directive: request Representative: statement Representative: statement Directive: request Directive: request Indirect: commissive: offer Directive: request Representative: statement Indirect: commissive: offer Representative: statement Indirect: commissive: offer 167

269 [The right pension plan will provide you and your family with financial security, when you or your spouse are no longer in the labour market] Læs mere [Read more] Stjernekunder får 1 pct. ekstra i rente på Børneopsparing og Børnebørnskonto. [Star customers will receive an additional 1 percent interest on their child savings account and grandchild savings account.] Læs mere Imperative Indicative Imperative Directive: request Representative: statement Indirect: commissive: offer Directive: request [Read more] HSBC You are viewing Personal Banking Indicative Representative: statement Log on Imperative Directive: request Register Imperative Directive: request Log on Imperative Directive: request Register Imperative Directive: request Search Imperative Directive: request Experience a we re at your Indicative Directive: request service kind of bank account Find out more Imperative Directive: request Start saving from 1 Imperative Directive: request Find out more Imperative Directive: request More than double your interest rate Imperative Commissive: offer Earn monthly interest when you Imperative Representative: leave your money untouched statement Indirect: commissive: offer Find out more Imperative Directive: request We re in 85 countries and territories Indicative Representative: statement One of the most strongly Indicative Representative: claim capitalised banks in the world Find out more Imperative Directive: request Find out more Imperative Directive: request Stay safe and sure Imperative Directive: request 168

270 Lloyds TSB We work day and night to protect you Indicative Representative: statement Click for safety tips Imperative Directive: request Find out more Imperative Directive: request Save Time. Imperative Representative: statement Bank from home. Imperative Directive: request Make bill payments Imperative Directive: request Manage direct debits Imperative Directive: request Set up standing orders Imperative Directive: request Find out more Imperative Directive: request Go green with HSBC Imperative Directive: request Select the green option on your Imperative Directive: request current account Radically reduce the amount of Imperative Directive: request paper we send you Find out more Imperative Directive: request Log on Imperative Directive: request Log on Imperative Directive: request Register now Imperative Directive: request Keep yourself secure Imperative Directive: request Be aware of scams Imperative Directive: request Instruct us Imperative Directive: request Contact us Imperative Directive: request Ways to bank with us Indicative Representative: statement Pump up your tyres correctly and Imperative Representative: you ll use 3% less fuel Loads of great money saving tips, tools and advice to help make you a savvy saver Indicative statement Representative: statement Be a savvy saver Imperative Directive: request Switch to us and put your feet up Imperative Directive: request Find out more Imperative Directive: request Get 0% on purchases for 6 months Imperative Representative: statement Indirect: commissive: offer Find out more Imperative Directive: request Two months free when you buy online Indicative Representative: statement Indirect: commissive: offer Find out more Imperative Directive: request 169

271 Why your money is safe with Lloyds TSB Indicative Representative: statement Find out more Imperative Directive: request What does it mean? Indicative Directive: question Lloyds TSB Bank plc and Lloyds TSB Scotland plc are authorised and regulated by the Financial Services Authority and signatories to the Banking Codes. Indicative Representative: statement FSA authorisation can be checked on the FSA s Register at: Lloyds TSB Bank plc and Lloyds TSB Scotland plc are members of the Financial Services Compensation Scheme and the Financial Ombudsman Service. Indicative Indicative Representative: statement Representative: statement RBS Make it happen Imperative Directive: request Contact RBS Imperative Directive: request Search Imperative Directive: request Log in Imperative Directive: request Tell me more Imperative Directive: request RBS Savings, find the perfect home for your money Discover a straightforward collection of savings accounts and make the most of your money Imperative Imperative Directive: request Directive: request Find out more Imperative Directive: request Everything you need to grow. Indicative Representative: statement Get personal service with global reach Imperative Directive: request Indirect: commissive: offer Barclays Log in Imperative Directive: request Register Imperative Directive: request Video: Staying safe online Indicative Representative: statement Ask a question Imperative Directive: request Find your answer Imperative Directive: request Compare savings accounts Imperative Directive: request Starting a business Indicative Representative: statement Compare credit cards Imperative Directive: request Web chat goes live Indicative Representative: statement 170

272 Contact us Imperative Directive: request Top up your mobile phone Imperative Directive: request Apply now Imperative Directive: request The overall cost for comparison is 5.9% APR Indicative Representative: statement Early repayment charges apply during this fixed rate Indicative Representative: statement Your home may be repossessed if you do not keep up repayments on your mortgage Manage your money with Online and Telephone Banking Take advantage of our price pledge if you re offered a better deal elsewhere, we ll pay the difference. Indicative Imperative Imperative Representative: statement Directive: request Representative: statement Indirect: commissive: offer Apply now Imperative Directive: request 0% on balance transfers until 1 January 2010 (2.9% fee applies) Indicative Representative: statement Indirect: commissive: offer Apply for Barclaycard Platinum Imperative Directive: request Think carefully before securing Imperative Directive: request other debts against your home. Your home may be repossessed if you do not keep up repayments on your mortgage Get combined buildings & contents insurance from Barclays and we ll give you 55 cashback. Indicative Imperative Representative: statement Representative: statement Indirect: Request Get a home insurance quote Imperative Directive: Request Get 5.25% AER* (5.13 gross) for months when you make no withdrawals. Imperative Representative: statement Rate includes a 12-month bonus of 0.75% gross. Indicative Indirect: commissive: offer Representative: statement 171

273 Woolwich tracker mortgages for buying a home and remortgaging everyone needs some financial flexibility now and again We re giving away a pair of Barclays Premier League match tickets every 90 minutes, everyday, throughout this season To find your nearest Barclays branch, simply enter your postcode below and we ll do the leg work for you. Indicative Indicative Indicative Representative: statement Indirect: commissive: offer Representative: statement Representative: statement Enter your postcode Imperative Directive: request Search Imperative Directive: request * AER (Annual Equivalent Rate) illustrates what the interest rate would be if interest was paid and compounded once each year. Indicative Representative: statement Gross is the rate of interest payable before income tax is deducted Interest is payable gross to non-tax payers subject to the required certification. EAR means Equivalent Annual Rate Whether you need home insurance, car insurance, student possessions insurance we can help. We offer competitive rates and a range of optional add-ons. Choose from standard day-to-day current accounts to a more tailored current account, Children s Savings and Cash Card account. Plus, our Additions range gives you access to a range of benefits for a small monthly fee. We have a range of options for savers: ISAs, Savings bonds and instant access savings accounts plus E-savings our savings account that s exclusive to our Online Banking customers We offer a number of mortgage options including fixed rate, Indicative Indicative Indicative Indicative Indicative Indicative Indicative Indicative Indicative Representative: statement Representative: statement Representative: statement Representative: statement Indirect: Request Commissive: offer Directive: request Indirect: commissive: offer Representative: statement Representative: statement Indirect: commissive: offer Commissive: offer 172

274 tracker, offset, buy-to-let and firsttime buyer mortgages. If you're a first-time buyer, read our first-time buyer guide to help you with everything from choosing the right mortgage to moving in. Choose a credit card to match your lifestyle. We offer Barclaycard Platinum and Barclaycard Initial (for those wishing to build their credit rating). You can also apply for our Graduate Barclaycard. Imperative Imperative Indicative Indicative Directive: request Directive: request Indirect: Commissive: offer Commissive: offer Representative: statement HBOS plc Indirect: directive: request Barclays Bank PLC adheres to the principles of the Banking Code. Indicative Representative: statement A copy of the Code is available on request. Indicative Representative: statement The Woolwich and Woolwich are trading names of Barclays Bank PLC. Indicative Representative: statement Contact us Imperative Directive: request I m a customer Indicative Representative: statement I m an investor/shareholder Indicative Representative: statement I m a journalist Indicative Representative: statement Search this site Imperative Directive: request I m just looking Indicative Representative: statement HBOS and Lloyds TSB have announced to the City today that they are raising 13bn of extra capital in new ordinary shares. The joint capital raising is part of a major government action plan for the banking sector. All of the UK s domestic banks are raising significant amounts of new capital under the plan Indicative Indicative Indicative Representative: statement Representative: statement Representative: statement 173

275 The terms of the HBOS / Lloyds TSB deal have been renegotiated Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS welcomes the Government s announcement HBOS welcomes today s announcement by the Government about banking capital HBOS and Lloyds have announced they are raising a total of 13bn HBOS expects to post documentation to its shareholders in mid November HBOS to sell Australian Bank West HBOS announces it is selling the group s Australian retail and business banking operation Indicative Indicative Indicative Indicative Indicative Indicative Indicative Indicative Representative: statement Representative: statement Indirect: commissive: promise Representative: statement Representative: statement Representative: statement Representative: statement Representative: statement Representative: statement 174

276 Appendix 12 Formality: 1 st and 2 nd person pronouns 175

277 Appendix 12.1 Danske Bank s home page 176

278 Appendix 12.2 Nordea s home page 177

279 Flash text PensionsBLABLABLAopsparing Sparer du nok op til din pension? Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål Start 178

280 Appendix 12.3 Jyske Bank s home page 179

281 Appendix 12.4 Sydbank s home page 180

282 Appendix 12.5 Spar Nord s home page 181

283 Appendix 12.6 HSBC s home page 182

284 Appendix 12.7 Lloyds TSB s home page 183

285 Appendix 12.8 RBS s home page 184

286 Appendix 12.9 Barclays s home page 185

287 Appendix HBOS s home page Flash text: Changes to Halifax mortgage rate Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS welcomes the Government s announcement HBOS welcomes today s announcement by the Government about banking capital HBOS & Lloyds TSB Joint Capital Raising HBOS and Lloyds have announced they are raising a total of 13bn Posting of Scheme Documentation HBOS expects to post documentation to its shareholders in mid November 186

288 Appendix 13 Instances of ellipsis on the home pages 187

289 Appendix 13.1 Danske Bank s home page 188

290 Appendix 13.2 Nordea s home page 189

291 Appendix 13.3 Jyske Bank s home page 190

292 Appendix 13.4 Sydbank s home page 191

293 Appendix 13.5 Spar Nord s home page 192

294 Appendix 13.6 HSBC s home page 193

295 Appendix 13.7 Lloyds TSB s home page 194

296 Appendix 13.8 RBS s home page 195

297 Appendix 13.9 Barclays s home page 196

298 Appendix 14 Reiteration on the home pages 197

299 Appendix 14.1 Danske Bank s home page 198

300 Appendix 14.2 Nordea s home page 199

301 Flash text PensionsBLABLABLAopsparing Sparer du nok op til din pension? Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål Start 200

302 Appendix 14.3 Jyske Bank s home page 201

303 Appendix 14.4 Sydbank s home page 202

304 Appendix 14.5 Spar Nord s home page 203

305 Appendix 14.6 HSBC s home page 204

306 Appendix 14.7 Lloyds TSB s home page 205

307 Appendix 14.8 RBS s home page 206

308 Appendix 14.9 Barclays s home page 207

309 Appendix HBOS s home page Flash text: Changes to Halifax mortgage rate Halifax will be reducing its standard variable rate from 7.00% to 6.50% HBOS welcomes the Government s announcement HBOS welcomes today s announcement by the Government about banking capital HBOS & Lloyds TSB Joint Capital Raising HBOS and Lloyds have announced they are raising a total of 13bn Posting of Scheme Documentation HBOS expects to post documentation to its shareholders in mid November HBOS to sell Australian BankWest HBOS announces it is selling the group s Australian retail and business banking operation 208

310 Appendix Overview of reiteration on the home pages Danske Bank Nordea Jyske Bank Sentences Danske Banks Litteraturpris. Hvem skal modtage Danmarks største litteraturpris? [Danske Bank s literary award. Who should receive the greatest literary award in Denmark?] Stabilitet på det finansielle marked i Danmark. Danske Bank er med i den garantiordning, som den danske stat underskrev den 5. oktober. [Stability on the financial market in Denmark. Danske Bank participates in the guarantee that was signed by the Danish government on 5 October] PensionsBLABLABLAopsparing. Sparer du nok op til din pension? Svar på 5 spørgsmål og se hvad der skal til for at nå dit pensionsmål. [Pension BLAHBLAHBLAH savings. Are you saving up enough money for your pension? Answer 5 question and see what it takes to reach your pension goal] Bolig i udlandet? Jyske Ud i Verden giver dig overblik over din økonomiske situation, hvis du køber feriebolig i udlandet eller flytter ud i kortere eller længere tid. [Housing abroad? Jyske Ud i Verden will provide you with an overview of your financial situation should you buy a holiday home abroad or move out for a short period of time or longer.] Bolig i udlandet? Jyske Ud i Verden giver dig overblik over din økonomiske situation, hvis du køber feriebolig i udlandet eller flytter ud i kortere eller længere tid. [Housing abroad? Jyske Ud i Verden will provide you with an overview of your financial situation should you buy a holiday home abroad or move out for a short period of time or longer.] Type of reiteration Repetition Repetition Repetition Hyponymy Repetition 209

311 Sydbank Nyt tilbud fra Jyske Invest. Der findes ikke andre investeringsforeninger i Danmark, der tilbyder en tilsvarende investering i valuta. [New offer from Jyske Invest. No other unit trust in Denmark offers similar currency investments] Hvorfor falder aktiekurserne? Sydbanks aktieanalysechef Bjørn Schwarz skriver om de faldende aktiekurser. Læs hele analysen. [Why are the share prices declining? Head share analyst Bjørn Schwarz writes about the declining share prices. Read the entire analysis.] Hvorfor falder aktiekurserne? Sydbanks aktieanalysechef Bjørn Schwarz skriver om de faldende aktiekurser. Læs hele analysen. [Why are the share prices declining? Head share analyst Bjørn Schwarz writes about the declining share prices. Read the entire analysis.] Hvorfor falder aktiekurserne? Sydbanks aktieanalysechef Bjørn Schwarz skriver om de faldende aktiekurser. Læs hele analysen. [Why are the share prices declining? Head share analyst Bjørn Schwarz writes about the declining share prices. Read the entire analysis.] Pas på PC, penge og privatliv. Din computer og din økonomi kan have gavn af rådene i kampagnen Netsikker Nu! Netsikker Nu! [Take care of your computer, money and privacy. Your computer and your financial situation might benefit from the advice in the campaign Netsikker Nu! Netsikker Nu!] Pas på PC, penge og privatliv. Din computer og din økonomi kan have gavn af rådene i kampagnen Netsikker Nu! Netsikker Nu! [Take care of your computer, money and privacy. Your computer and your financial situation might benefit from the advice in the campaign Netsikker Nu! Netsikker Nu!] Pas på PC, penge og privatliv. Din computer og din økonomi kan have gavn af rådene i kampagnen Netsikker Nu! Netsikker Nu! Repetition Repetition Repetition Repetition Synonymy Synonymy Repetition 210

312 Spar Nord [Take care of your computer, money and privacy. Your computer and your financial situation might benefit from the advice in the campaign Netsikker Nu! Netsikker Nu!] Vejledning til investorer. Langsigtede og ugearede investorer bør bevare roen i den aktuelle krise. Læs Sydbanks vejledning til investorer [Guide for investors. Far-sighted and ungeared investors should remain calm in the current crisis. Read Sydbank s guide for investors] Et Sydbank MasterCard med rejseforsikring dækker dig der, hvor det gule sygesikringsbevis ikke længere dækker. Læs mere om rejseforsikring. [A Sydbank MaskerCard including travel insurance covers you in situations no longer covered by the yellow medical card. Read more about travel insurance] Velkommen som kunde i Spar Nord. Spar Nord overtager syv tidligere Roskilde Bank-filialer og etablerer tre nye bankområder på Sjælland. Er du én af de nye kunder i Spar Nord, kan du her læse mere om banken, og hvad Spar Nord kan tilbyde dig som kunde. [Welcome as customer to Spar Nord. Spar Nord takes over seven former branches of Roskilde Bank and sets up three new branches on Zealand. If you are one of the 30,000 new customers in Spar Nord, you can read more about the bank and what Spar Nord offers you as a customer here] Velkommen som kunde i Spar Nord. Spar Nord overtager syv tidligere Roskilde Bank-filialer og etablerer tre nye bankområder på Sjælland. Er du én af de nye kunder i Spar Nord, kan du her læse mere om banken, og hvad Spar Nord kan tilbyde dig som kunde [Welcome as customer to Spar Nord. Spar Nord takes over seven former branches of Roskilde Bank and sets up three new branches on Zealand. If you are one of the 30,000 new customers in Spar Nord, you can read more about the bank and what Spar Nord offers you Repetition Repetition Repetition Repetition 211

313 as a customer here ] Hvordan opnår du besparelser i dit hjem? Der kan være mange penge at tjene på miljøforbedringer uanset boligens alder. Generelt kan de største besparelser realiseres i huse fra før 1980'erne, men selv i huse af nyere dato kan der skæres ned på forbruget. [How can you conserve energy in your home? Much money can be earned on environmental improvements despite the age of the house. Generally, the highest savings can be realised in houses built before the 1980 s, but consumption can be cut even in houses built more recently] Spar Nord Bank tilslutter sig ny statsgarantiordning. Spar Nord Bank har bekræftet sit medlemskab af Det Private Beredskab, således at banken bidrager til og er omfattet af den nye statsgarantiordning, som løber fra 6. oktober 2008 og to år frem. [Spar Nord Bank joins new government guarantee scheme. Spar Nord Bank has confirmed it s membership of The Danish Contingency Committee, thus, the bank contributes to and is covered by governmental guarantee effective from 6 October 2008 and two years onwards.] Spar Nord Bank tilslutter sig ny statsgarantiordning. Spar Nord Bank har bekræftet sit medlemskab af Det Private Beredskab, således at banken bidrager til og er omfattet af den nye statsgarantiordning, som løber fra 6. oktober 2008 og to år frem. [Spar Nord Bank joins new government guarantee scheme. Spar Nord Bank has confirmed it s membership of The Danish Contingency Committee, thus, the bank contributes to and is covered by governmental guarantee effective from 6 October 2008 and two years onwards.] En god pension giver økonomisk tryghed for hele familien. Den rigtige pensionsordning giver dig og din familie økonomisk tryghed, når du eller din ægtefælle ikke længere er på arbejdsmarkedet. Synonymy Repetition Hyponymy Repetition Repetition 212

314 HSBC Lloyds TSB [A good pension plan will provide the entire family with financial security. The right pension plan will provide you and your family with financial security, when you or your spouse are no longer in the labour market] En god pension giver økonomisk tryghed for hele familien. Den rigtige pensionsordning giver dig og din familie økonomisk tryghed, når du eller din ægtefælle ikke længere er på arbejdsmarkedet. [A good pension plan will provide the entire family with financial security. The right pension plan will provide you and your family with financial security, when you or your spouse are no longer in the labour market] En god pension giver økonomisk tryghed for hele familien. Den rigtige pensionsordning giver dig og din familie økonomisk tryghed, når du eller din ægtefælle ikke længere er på arbejdsmarkedet. [A good pension plan will provide the entire family with financial security. The right pension plan will provide you and your family with financial security, when you or your spouse are no longer in the labour market] Stjernefordel nr. 5. Stjernekunder får 1 pct. ekstra i rente på Børneopsparing og Børnebørnskonto. [Star advantage number 5. Star customers will receive an additional 1 percent interest on their child savings account and grandchild savings account.] More than double your interest rate. Earn monthly interest when you leave your money untouched. Go green with HSBC. Select the green option on your current account. Savvy saving tip # 48. Pump up your tyres correctly and you ll use 3% less fuel. Loads of great money saving tips, tools and advice to help make you a savvy saver. Be a savvy saver. Savvy saving tip # 48. Pump up your tyres correctly and you ll use 3% less fuel. Loads of great money saving tips, tools and advice to help make you a savvy saver. Be a savvy saver. Repetition Repetition Repetition Repetition Repetition Repetition Repetition 213

315 RBS Barclays Government Intervention. What does it mean? Lloyds TSB Bank plc and Lloyds TSB Scotland plc are authorised and regulated by the Financial Services Authority and signatories to the Banking Codes. FSA authorisation can be checked on the FSA's Register at: Lloyds TSB Bank plc and Lloyds TSB Scotland plc are members of the Financial Services Compensation Scheme and the Financial Ombudsman Service. Lloyds TSB Bank plc and Lloyds TSB Scotland plc are authorised and regulated by the Financial Services Authority and signatories to the Banking Codes. FSA authorisation can be checked on the FSA's Register at: Lloyds TSB Bank plc and Lloyds TSB Scotland plc are members of the Financial Services Compensation Scheme and the Financial Ombudsman Service. RBS Group info. Careers, corporate information and more. RBS Group website. RBS Group info. Careers, corporate information and more. RBS Group website. RBS Savings, find the perfect home for your money. Discover a straightforward collection of savings accounts and make the most of your money. RBS Savings, find the perfect home for your money. Discover a straightforward collection of savings accounts and make the most of your money. Personal Banking. Everyday banking, extraordinary service. Early repayment charges apply during this fixed rate. Your home may be repossessed if you do not keep up repayments on your mortgage. Current accounts. Barclays Bank Account. The simple current account with no monthly fee. Manage your money with Online and Telephone Banking. Barclays Bank Account. Loans. Unsecured personal loans. 7.9% APR typical for loans of to Barclaycard. 0% on balance transfers until 1 January 2010 (2.9% fee applies). 0% interest on purchases for 3 months from account opening. 14.9% APR typical (variable). Apply for Barclaycard Platinum. Repetition Repetition Repetition Repetition Repetition Repetition Repetition Repetition Repetition Repetition Repetition Repetition 214

316 Barclaycard. 0% on balance transfers until 1 January 2010 (2.9% fee applies). 0% interest on purchases for 3 months from account opening. 14.9% APR typical (variable). Apply for Barclaycard Platinum. Insurance. Home insurance. Get combined buildings & contents insurance from Barclays and we ll give you 55 cashback. Get a home insurance quote. Savings. E-savings Reward account. Get 5.25% AER* (5.13 gross) for months when you make no withdrawals. Rate includes a 12-month bonus of 0.75% gross. More about e-savings Reward. Mortgages. Tracker mortgages. Woolwich tracker mortgages for buying a home and remortgaging everyone needs some financial flexibility now and again. View tracker mortgages. Barclays Premier League. Barclays Ticket Office. We re giving away a pair of Barclays Premier League match tickets every 90 minutes, everyday, throughout this season. Barclays Ticket Office. Barclays Premier League. Barclays Ticket Office. We re giving away a pair of Barclays Premier League match tickets every 90 minutes, everyday, throughout this season. Barclays Ticket Office. Branch finder. To find your nearest Barclays branch, simply enter your postcode below and we ll do the leg work for you. * AER (Annual Equivalent Rate) illustrates what the interest rate would be if interest was paid and compounded once each year. Gross is the rate of interest payable before income tax is deducted. Interest is payable gross to non-tax payers subject to the required certification. Interest-free overdraft up to % typical variable on agreed overdrafts over 300. EAR means Equivalent Annual Rate. Subject to status and application. Overdrafts repayable on demand. Insurance. Whether you need home insurance, car insurance, student possessions insurance we can help. Repetition Repetition Repetition Repetition Repetition Repetition Repetition Repetition Repetition Repetition 215

317 HSBC Current Accounts. Choose from standard dayto-day current accounts to a more tailored current account, Children s Savings and Cash Card account. Savings and investments. We have a range of options for savers: ISAs, Savings bonds and instant access savings accounts plus E-savings our savings account that s exclusive to our Online Banking customers. Mortgages. We offer a number of mortgage options including fixed rate, tracker, offset, buy-to-let and first-time buyer mortgages. If you're a first-time buyer, read our first-time buyer guide to help you with everything from choosing the right mortgage to moving in. Barclaycard. Choose a credit card to match your lifestyle. We offer Barclaycard Platinum and Barclaycard Initial (for those wishing to build their credit rating). You can also apply for our Graduate Barclaycard. Proposed acquisition of HBOS by Lloyds TSB, capital increase and access to guaranteed wholesale funding. HBOS and Lloyds TSB have announced to the City today that they are raising 13bn of extra capital in new ordinary shares. The joint capital raising is part of a major government action plan for the banking sector. All of the UK s domestic banks are raising significant amounts of new capital under the plan. The terms of the HBOS / Lloyds TSB deal have been renegotiated. Proposed acquisition of HBOS by Lloyds TSB, capital increase and access to guaranteed wholesale funding. HBOS and Lloyds TSB have announced to the City today that they are raising 13bn of extra capital in new ordinary shares. The joint capital raising is part of a major government action plan for the banking sector. All of the UK s domestic banks are raising significant amounts of new capital under the plan. The terms of the HBOS / Lloyds TSB deal have been renegotiated. Repetition Repetition Repetition Repetition Repetition Repetition 216

318 Proposed acquisition of HBOS by Lloyds TSB, capital increase and access to guaranteed wholesale funding. HBOS and Lloyds TSB have announced to the City today that they are raising 13bn of extra capital in new ordinary shares. The joint capital raising is part of a major government action plan for the banking sector. All of the UK s domestic banks are raising significant amounts of new capital under the plan. The terms of the HBOS / Lloyds TSB deal have been renegotiated. HBOS welcomes the Government s announcement. HBOS welcomes today s announcement by the Government about banking capital HBOS welcomes the Government s announcement. HBOS welcomes today s announcement by the Government about banking capital HBOS & Lloyds TSB Joint Capital Raising. HBOS and Lloyds have announced they are raising a total of 13bn HBOS & Lloyds TSB Joint Capital Raising. HBOS and Lloyds have announced they are raising a total of 13bn Posting of Scheme Documentation. HBOS expects to post documentation to its shareholders in mid November. HBOS to sell Australian BankWest. HBOS announces it is selling the group s Australian retail and business banking operation. Repetition Repetition Repetition Repetition Repetition Repetition Repetition 217

319 Appendix 15 Collocation on the home pages 218

320 Appendix 15.1 Danske Bank s home page 219

321 Appendix 15.2 Nordea s home page 220

322 Appendix 15.3 Sydbank s home page 221

323 Appendix 15.4 HSBC s home page 222

324 Appendix 15.5 Barclays s home page 223

325 Appendix 16 The Danish Bankers Association er/ 224

326 Appendix 17 KPMG UK 225

327 Appendix 18 The government guarantee scheme Appendix web page 226

328 Appendix web page 227

329 Appendix 19 web page 228

330 Appendix 20 web page 229