Capitalisation

Example

“HELP US BRING AN END TO WHALING!”

Effect on reader

Capitalisation of letters can be used to place emphasis on specific words or phrases. This may be eye-catching or be used to highlight particular aspects of the piece. Sometimes pieces are designed for two different types of readers: those that read the whole piece and those that only read the capitalised, bolded or italicised portions of it.

Italicisation, bolding & underlining

“Did they really consider the implications of their actions?”

Effect on reader

Italics can indicate a number of things dependent on the form of the piece. In a speech, italics can be an indication that a word or phrase is read with emphasis or in a different tone of voice. In a written piece, they can indicate sarcasm (such as in the above example) or emphasis. Generally, the presence of italics suggests that the way the sentence should be read is being changed. Similarly, bolded, underlined, or differently sized words can influence how the reader views the sentence and where the emphasis lies.

Hyperlinks

Example

“There are more free practice exams available at www.engageeducation.org.au.”

Definition and effect on reader

Online pieces often include links to other sites or pages. Often these links constitute a call to action if they are asking the reader to follow the link to sign a petition or donate money. Alternatively, links can be used as a form of evidence or to demonstrate the writer’s credibility if they provide access to another source that shares the same opinion as the writer.