# data[].attributes.body
To purchase tickets for an event on the Visit London website you must agree to the terms and conditions stated. The text is written in seven clearly set out sections, these sections concern specific topics like user responsibilities, limitations and liability and intellectual property rights.

Being husband and wife, it is important to keep some things a surprise for her Birthday and Christmas. Traditionally a husband should plan a few treats for these occasions and since I am looking at a website that offers lots of different activities, Kelly will not know what I have planned by looking at my assignment, I am conscious that I must book something that would interest her I must try and be creative but I am also under a little pressure to get it right.

Each section has clear headings and is written in language that is typical for these types of documents. Craig and Korol Scala (2012) states that the most important piece of text should be headlines to entice a reader to read further or summarize the information briefly. The text is for consumers and business users who use the site and includes a legal agreement between Visit London and its clients.

Business users are reminded of responsibly advertising events on the site and customers are advised of their consumer rights when buying tickets through the site. This can be seen with sentences like “We will not be liable to you for any loss or damage” clearly setting out user’s responsibilities.

The introduction explains the purpose of the terms and conditions and advises users to read them carefully. There are details at the start of the text on how to contact the company, ensuring transparency.

Mace (2005) identified as society became more literate, written texts to confirm purchases and other contracts became commonplace. These legal texts are now expected when entering any transaction.

Online transactions using currency or data regularly include terms and conditions, and as the customer needs the service on offer these documents rarely get read and are quickly accepted to get to the next step of the purchase.

The terms and conditions are at the bottom of the website and the consumer would have to purposely look for them to find them. Steinfeld (2016) explains when most users are not presented directly with a policy, they will be unlikely to click to view it.

There is a perceived irrelevance to terms and conditions of a service, I don’t think I would have looked for this webpage unless something went wrong with my purchase. This is why the link is quite hidden away, until you go through with a transaction, and then the customer will skip past them.

The length and complexity of terms and conditions contribute to the reasons users skip past them, there are usually time constraints when purchasing tickets so readers will scan through the text to get to the next screen.

The language used on the website is formal and legalistic in tone, this gives the text precision and clarity but can sometimes lead it to be difficult to understand for this reason I am not confident reading legal texts but as I have bought tickets for events many times before I am familiar with the information the terms and conditions usually cover. This neutral tone will maintain professionalism avoiding emotional language and be clear in its objective.

The formatting of the document serves many purposes to help the website's users navigate the text. The sections and sub sections are numbered so readers can find them quickly. Headings and important points like email addresses are in a bold typeface. This structured layout improves readability and helps users look up specific information.

Terms and Conditions are essential legal documents that set out the expectations of a user and a service provider. The length and speed readers are required to read these texts usually means they never get read. These documents are required when a service does not meet those expectations.

# data[].attributes.attachment_link.description
Terms and Conditions for use of the visitlondon.com web site operated by London & Partners Limited

# data[].attributes.body
The Visit London website advertises events that happen around London. The website sells tickets for these events and hidden away at the bottom of the site there is a link in the footer for the terms and conditions for the website.

# data[].attributes.body
As well as planning something for food, I wanted to look for other fun activities to do while we were there. This involved searching the internet to see what was taking place during the dates we were in London.

# data[].attributes.body
We used the website to book a table on our desired day, this involved first picking the date and time, then filling out a short online form entering my name, email address and phone number. I received email and text confirmation when this was complete.

# data[].attributes.body
Using Google maps, we both looked at restaurants close to the hotel for food and how long it would take to get there, my wife noticed one of the places we viewed was reviewed on a YouTube channel.

# data[].attributes.attachment_link.description
Find local businesses, view maps and get driving directions in Google Maps.

# data[].attributes.body
Our next decision was whether to travel to by Bus or Train. We checked a few websites to price tickets.

We looked at the Trainline and National Express mobile applications and using digital literacy and numeracy we compared prices, and it was much cheaper to go by bus. We have travelled up to London by bus a few times so this ended up being our choice of travel.

# data[].attributes.attachment_link.provider_name
Designer Outlet Bridgend to Victoria Station

# data[].attributes.attachment_link.title
Designer Outlet Bridgend to Victoria Station

# data[].attributes.body
Berman M (2012). The copywriter’s toolkit : the complete guide to strategic advertising copy. 1st ed. Chichester, West Sussex, U.K. ; Wiley-Blackwell.

Craig, J., Korol Scala, I. (2012). Designing with Type, 5th Edition: The Essential Guide to Typography. United States: Clarkson Potter/Ten Speed.

Davis, A. (2013). Promotional Cultures: The Rise and Spread of Advertising, Public Relations, Marketing and Branding. Germany: Polity Press. Page 116.

Hauck-Lawson A, Deutsch J (ed). (2008). Gastropolis: Food and New York City. United Kingdom: Columbia University Press.

Jurafsky, D. (2014). The Language of Food: A Linguist Reads the Menu. United States: W. W. Norton.

Lupton, E. (2014). Thinking with Type: A Critical Guide for Designers, Writers, Editors, & Students. United States: Princeton Architectural Press. Page 48.

Mace, J. (2005) Literacy events, practices and values. In J. Mace and E. Fowler (eds) Outside the classroom: researching literacy with adult learners Leicester: NIACE

Steinfeld, N. (2016) “I agree to the terms and conditions”: (How) do users read privacy policies online? An eye-tracking experiment. Computers in human behavior. [Online] 55992–1000.

Williams, R. (2014). The Non-Designer's Design Book. United Kingdom: Pearson Education. Page 206.

# data[].attributes.body
After spending some time looking at the menu and wishing we could try it all, I started thinking about the formatting used to create an eye pleasing design and how the language can influence customers choices.

The use of language throughout the menu is designed to tempt the customer. Appetizing descriptions are used to make the food sound more appealing. Jurafsky (2014) claims descriptive language can be linked to the price of meals and can be used in menus to create an emotional response. This can be seen with phrases like “onions caramelised in a healthy glug of vermouth” and “grilled blushing pink” that create a sensory experience for the reader.

Hauck-Lawson and Deutsch (2008) suggest menus will often include cultural and historical references to enhance the dining experience through storytelling. There are several cultural references mentioned throughout the menu to highlight culinary traditions and their own take on famous dishes, sentences like “first served at Louis’ Lunch in New Haven in 1895” adds authenticity and offers an insight to culinary history.

Certain phrases on the menu like” we use the whole animal to make something of everything” and “We love the best of British veg, too” emphasize sustainability and the use of local produce, being conscious of the environment will appeal to many of the customers.

The formatting used throughout the menu is clear and the items are divided into sections like lunch and Dinner making it easy for diners to navigate and find what they are looking for. The menu is designed in a three-column layout, Williams (2014) claims when using columns alignment is key, strong visual alignment will emphasize and strengthen the contrasts of direction and improve readability. The special dishes are highlighted and given more detailed descriptions to draw the customers' attention.

The prices are clearly listed on the menu although the currency isn’t shown, this could cause confusion with some tourists and numeracy is required when looking at the menu, so you don't go over budget. Socially in the United Kingdom there isn't a need to tip waiting staff as there is in the United States, this has led to many British city restaurants adding a service charge onto the price of the meal, thankfully there is a section at the bottom of the menu that clearly states there is a 12.5% service charge, this is to manage customer expectations and avoid surprises.

The typography used on the menu had different fonts and sizes to help differentiate between sections and highlight valuable information. The names of the food are typed in serif fonts and the description are in san-serif fonts to aid readability. The size of some of the text is larger to make headings stand out making the menu easier to navigate.

# data[].attributes.attachment_link.title
Menus | Lunch, Dinner, Sunday Roast - Blacklock

# data[].attributes.attachment_link.description
Discover the Blacklock lunch and dinner menu, from chops to Sunday roast, pre-theatre nibbles, cocktails puddings and more.

# data[].attributes.body
Both websites I viewed to purchase the tickets had a copy of the promotional text shown in this post.

Since the text is used in multiple locations, it can be thought that this material was written by the marketing department for the band or the arena, with a view to promoting the event in the best way consistently across several types of media.

It’s a short text meant to be read quickly and entice you to buy tickets. Five paragraphs with a brief introduction, the text itself has been designed to be easy to read and gain information about the event.

Promotional text on websites are rarely read by those who are making a definite purchase, the purpose of this text is to attract those customers who aren’t quite sure if they want to go, and to influence their decision to spend money. As I knew this would be a good present for us both, I did not fully read the promotional material before purchasing the tickets, I only recognised its importance as it was repeated on two websites.

Davis (2013) argues that celebrities endorse products and reinforce their image through promotional text. Each paragraph portrays Paul McCartney's image as a musical great giving different reasons to attend the concert. The first paragraph is a short overview of the event to view if you are just scanning the information.

The second paragraph introduces him and mentions several of his most popular songs to entice consumers to buy tickets. Using language to appeal to fans promoting it as a once in a lifetime experience with descriptions like “greatest moments” and “everything every music lover could want”.

The third paragraph is a personal quote from Paul McCartney, using words including “excited” and “amazing”. The language used for the quote and the whole text is to try and make the consumer feel great, to think of good times,

The language used in the fourth paragraph highlights how rare Paul McCartney concerts are in the UK. Berman (2012) states that testimonials are good strategy to promote a brand and the text shows this by mentioning paper and magazine reviews to affirm how good the event will be.

The last paragraph is longer than the rest, giving more detail on the band members. There is promotional material for the production itself in the final paragraph describing the audio and visual technology as “an unforgettable experience” and previous concerts as “never anything short of lifechanging”.

Some of the language used here could be considered over the top but the purpose of this text is to make consumers feel like they're missing out. Making it more likely they will buy a ticket. The deliberate mention of each member of the band is an acknowledgement of the quality of the musicians.

Although the text on both sites is identical, there are some formatting differences on the o2 website. Paul’s name and the name of the tour is written in a bold typeface on the first paragraph, this is to highlight key facts within the text, Lupton (2014) explains that bold versions of sans-serif text fonts were introduced in the twentieth century to meet the need for emphatic forms. The quote from Paul McCartney was also highlighted to separate it from the rest of the text. These visual cues help the readability of the full text.

I am happy to take the responsibility of buying the tickets, my role as the husband means I should make sure everything is planned and booked ready for Christmas, so my wife really enjoys our time away, it can be stressful organizing trips away, but I really enjoy doing it.

# data[].attributes.body
When I went to buy tickets for the show, I viewed the official o2 website and that took me to AXS.com who were the ticket provider. I noticed on each website the same promotional text is used and decided to analyze the purpose of this text and the language it used.

# data[].attributes.body
I was first aware of the gig through social media. Kelly saw a post on Instagram, so I looked for where the best location would be to see him. London was the closest destination, so I looked for tickets for the O2. Without knowledge of digital literacy, I wouldn't have the ability to navigate websites and make informed decisions about what events are taking place in London.

Me and my partner had a quick verbal discussion if we would like to go and how to get tickets and transport.

# data[].attributes.body
We both want to visit a Christmas Market in London, spending a night getting in the mood for the Christmas holidays. I looked at the visitlondon.com website to get some ideas where the best markets were.

# data[].attributes.attachment_link.title
11 best Christmas markets in London 2023

# data[].attributes.attachment_link.description
Search for gifts on your Christmas shopping list at the spectacular London fairs and Christmas markets in London over the festive season.

# data[].attributes.body
We would love to see a show in London, and Back to the future is one of our favourite films, so I had a look at the website and checked availability for over Christmas.

# data[].attributes.attachment_link.provider_name
Back to the Future The Musical | The Official Website

# data[].attributes.attachment_link.readable_text
Welcome to Hill Valley! When Marty McFly finds himself transported back to 1955 in a time machine built by the eccentric scientist Doc Brown, he accidentally changes the course of history. Now he's in a race against time to fix the present, escape the past and send himself... back to the future.

Set your destination time, London and get ready for the West End's "whacking great hit of spectacle, entertainment and nostalgia" (Mail on Sunday).

Book your tickets yesterday!

# data[].attributes.attachment_link.title
Back to the Future The Musical | West End, London

# data[].attributes.attachment_link.description
The official website for Back to the Future The Musical. Now playing at the Adelphi Theatre in London.

# data[].attributes.body
We also looked at exhibitions and other events, we both enjoy film memorabilia, and the last time we were in London at Christmas we visited a Hollywood costume exhibition, so I think it would be a nice surprise.

# data[].attributes.attachment_link.description
Discover the dark knight like never before at the immersive exhibition through the Batman films in London. Perfect for fans of all ages!

# data[].attributes.body
For the day of the gig, me and my wife discussed how we would get food, I suggested it would be good to eat close to the o2. This inspired us to look at the o2 website and research the food places at the venue.

# data[].attributes.attachment_link.description
The O2 is home to some of the best eating and drinking locations in London with amazing bars and restaurants to suit all tastes.

# data[].attributes.body
We then found the official website for the restaurant so we could look at the menu and book a time to go.

# data[].attributes.attachment_link.readable_text
Restaurant Information

WALK-INS

Walk-ins are always warmly welcome. Do pop in and we'll get you your table as soon as we can. If there is a wait for a table, we'll do our very best to make it as short as possible and you can grab a sharpener at our bar while we get to work on it for you.

Reservations

We know that bookings are important for certain occasions and so take bookings for those looking to eat at a specific time and for groups of up to eight people. Please email the restaurant if you're looking to book a table for between 6-8 guests.

# data[].attributes.attachment_link.description
Visit the award-winning steak restaurant & chop house in Canary Wharf, London and book online for lunch, dinner or Sunday Roast

# data[].attributes.body
We decided to stay in London for three days so we could do some extra activities during Christmas. During the evening, we had discussions about what we would like to do and where to eat.

With this being a Christmas and early birthday present for my wife, it will be important to listen to her input, and this will heavily influence my decision of where to book as I want her to really enjoy the trip.

# data[].attributes.body
Using digital literacy to search for the food review channels on YouTube, we were able to watch a review of the restaurant we wanted to book. We both agreed we would like to eat here.

# data[].attributes.attachment_link.title
Reviewing BLACKLOCK - The BEST SUNDAY ROAST in LONDON!?

# data[].attributes.attachment_link.description
There are several reason for why this could have occurred, including submitting invalid data, clicking too quickly or using too many devices at the same time.

# data[].attributes.body
I will be organizing the trip away for myself and my Wife Kelly, she is turning 50 in September 2025, so we wanted to plan a couple of days away throughout the year to celebrate.

I was lucky enough to get two tickets for Oasis for my wife and our niece, but I hadn't planned anything yet for ourselves. Most of the planning and booking will be undertaken by myself to keep some activities a surprise, I will have some conversations with my wife to try and find out things she would enjoy doing in London.

Our parents loved the Beatles and since we have both lost a parent recently, I thought going to see Paul McCartney would be the perfect trip for us to honour the memories of them both.

It has been twelve years since we visited the 02, where the gig is taking place, so this will be an incredibly unique way to kick off a special year.