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Product description

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1. Seller addresses the target group (people from all age groups except children) and social groups
2. Only a primary audience --> namely people who like coffee
3. Relationship: one to many, seller to (potential) buyer

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inform potential buyers about the product; convince them ot buy the coffee machine

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1. Product description of “Breville BES870XL Barista Express Espresso Machine”

2. “15 Bar Italian Pump…”; “Purge Function…”; “Stainless steel conical burr grinder…”

3. “Fresh is Best”; “Café quality espresso in your home”; “Designed with the consumer in mind”

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1. Product is described in detail throughout text

2. Main features are listed in bullet points to give a quick overview to audience

3. Subheadings describe special features of product and inform the potential consumer about the advantages of owning an espresso machine

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1. “complete beginners”, “aspiring baristas”, “more experienced baristas” (the message is that no skills are needed)

2. sometimes they are addressed directly (“every time you want fresh espresso”, “in the comfort of your own home”)

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The seller only wants to address the target group (only people who would buy a coffee machine, coffee lovers)

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1. most important features at the beginning provide an overview (e.g. “stainless steel conical burr grinder”, “Newer model”

2. the pictures and their descriptions give the potential customers reasons to buy the product and grab their attention

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The seller wants to spark interest

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1. Present Tense/Present Participle

2. Hyphen

3. Action Verbs

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1. “The difference is clear”; “makes good espresso accessible”; “it comes with”; “keep the machine from sliding”; “Grinding beans”; “delivering fresh quality espresso”; “Espresso making”; “making it an attractive and timeless addition”; “budding/aspiring baristas”

2. “from beans to espresso in under a minute - in the comfort of your own home”; “dual-wall”; “single-wall”; “non-pressurized”; “Italian-manufactured”; “crash-course”; “full-flavored”; “pre-brew”; “swivel-action”; “no-slip”

3. “make”; “produce”; “provide”; “master”; “grind”; “solve”; “require”; “activate”

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1. Present tense used to describe product features; present participle conveys to audience the product is performing while they read, adding to the featured quickness of the espresso machine

2. Use of hyphenated words combines two features to form a single meaning; helps to remove confusion and simultaneously delivers more information about the product to the customer

3. Adds more emotion and action to the subject (espresso machine); helps demonstrating the features of the product to form an expectation in the consumer’s mind

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1. quite formal
2. not everyday vocabulary
3. field of discourse: beverages, coffee, coffee shop, kitchen

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1. formal: fixed phrases (e.g. “in addition”, “lastly”)

2. not everyday vocabulary: e.g. “grind size”, “grind amount”, “burr grinder”, “360 degree swivel-action steam wand)

3. field of discourse: e.g. freshness, flavor, quality espresso, lattes, cappuccinos

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getting the target groups’ attention, sparking their interest

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1. quite long sentences
2. organisation: most important features at first, followed by pictures with a description and a longer text on page 2 which is divded into 3 parts

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1. e.g. “The Barista Express also has several helpful features, such as a cup warmer on the top of the machine and a feature that removes excess water from the filter basket after coffee extraction, so the used grounds form a dry puck for quicker cleanup.”

2. Features and pictures with descriptions on page 1, 3 headings on page 2 (“Fresh is Best”, “Café quality espresso in your home”, “Designed with the customer in mind”)

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readers see the most important features at first, their interest is sparked. The headings make the text on page 2 easier to read

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1. Bullet points

2. Representative images

3. Paragraphs with subheadings

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1. Simple sentence bullet points of main features in the beginning

2. Visual representation of product with quick explanations

3. Text in paragraphs details main features mentioned in (1) & (2); subheadings emphasize the most important parts

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1. Bullet points with most important features used to immediately grab a potential customer’s attention → “doorbuster” technique

2. Helps the consumer to visualize the product in their own home and shows off the design or even the results (perfect crema example)

3. Long paragraphs give a more detailed explanation of features; winnows interested leads from non-customers

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Product images

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1. Pictures of espresso machine as a whole

2. Pictures showing parts of the product/results

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1. Images of product showcasing the design; helps customer with visualization of product

2. Images showing parts of the espresso machine to demonstrate its functionality