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‘Partnership with cancer charity Macmillan’ presents them as the hero’s as they are working for charity and Aldi is stealing from them portraying them as the villains.

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Quote reputable sources with the further use of field-specific lexis. Provides more credibility and creates a sense of bias.

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Statistics - suggest that there is a lack of quality in one. Right wing audience - equate quality with price.

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They have used the names of the cakes "cuthbert" and "Colin" instead of the names of the brands/ supermarkets

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Pragmatics - ulterior motive behind the formation of the legal case.

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Adjective- ‘free-riding’ represents the company as care free and unprofessional as it appears they are not as serious about their business given that they are ignoring rules.

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The article is written from the Telegraph which is a right wing bias comany just like M&S so they are positioning the reader to have the same political bias

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Primary is to inform and the secondary is to entertain and persuade

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the right-wing views presented throughout appeal to right-leaning audiences, the bias of the paper itself also means that the readers would be largely right-leaning

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‘15 years’ - time adverbials imply m&s are the ones that did it first, they are in the right in the situation - emphasises political bias of the newspaper

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‘colin’ - refers to the cake by the name, personification, creates sympathy from the reader

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verb ‘accused’ - makes this seem like a significant affair, suggests m&s has been wronged

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"Riding on reputational coat tails" - guides the reader in favour of M&S as it does not aim to defend the supposed perpetrator.

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Noun "reputational coat tails" implies that aldi are in the wrong and representing aldi as a criminal supermarket because it is making a reputation on also as copying

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Online forum

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"Colin the caterpillar and its Aldi rival cuthbert" gives a semantic field of war

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‘m&s declares war’ - suggests that m&s is the one that has been wronged, highlights the right-wing political bias present

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Online article, multi modal text, implies audience are computer literate, audience may have an interest in social issues and law

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‘the retailer has accused the discount retailer’ - premodifier ‘discount’ making aldi seem like the knock-off, creates association with poor quality.

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‘(Left)’
Has to specify which is the actual one as they are so similar

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Personification of the cake by referring to it by its name “Colin” - leading to a more personalisation and an emotive response from the reader

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“The retailer has accused the discounter”
Contrast between calling M&S a retailer and calling Aldi a discounter, makes Aldi look cheap and worse in comparison to M&S. Links to the right wing bias held by The Telegraph, likely to try and make Aldi seem bad

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‘intellectual property claim’, ‘infringes’ - technical jargon, legalese. makes the case seem serious and weighted.

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Pre-modifier "German" creates a racial divide, alludes to the author's leaning right wing perspective.

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Premodifier "German supermarkets" implies aldi are invading British brands and culture

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Pre-modifier is used to highlight that they are foreign and it is presented in a negative manner

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‘Colin versus Cuthbert’ - personification, lighthearted tone for effect.