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A paid message designed to persuade an audience to buy a product, adopt a behaviour, or support an idea, using a deliberate combination of visual, verbal, and structural techniques.
Antithesis
When two opposing ideas in parallel structure are used to highlight a contrast or conflict.
Comparative essay
The IB English Paper 2 task in which students write an essay comparing two literary works studied in class, responding to a general question and demonstrating knowledge of both texts.
Irony
The gap between what is said or expected and what actually happens.
Metaphor
A metaphor directly equates one thing to another, implying they share qualities.
Visual techniques
Visual techniques are the deliberate design choices that shape how we experience a visual text.