Dit portfolio heb ik goed bijgehouden tijdens de seminars, en ik heb goede feedback ontvangen. Daardoor heb ik dit vak afgesloten met een ruime 8 als cijfer.
,Table of Contents
Assignment A..........................................................................................................................................3
Part I...................................................................................................................................................3
Part II..................................................................................................................................................5
Assignment B..........................................................................................................................................8
Assignment C........................................................................................................................................12
Press release.....................................................................................................................................12
News story........................................................................................................................................13
Meta-Analysis...................................................................................................................................14
Assignment D........................................................................................................................................16
Blog article........................................................................................................................................16
Meta-Analysis...................................................................................................................................19
Personal reflection...............................................................................................................................21
2
, Assignment A
Part I
1. In a few sentences, describe each organization, its purposes or goals.
The private sector organization I will be analyzing is Albert Heijn, and the public sector organization I
will be analyzing is Amnesty International. Albert Heijn is a large, Dutch supermarket. Their mission is
to offer ingredients for a better life, for everyone. Their goal is to offer good products, recipes and
new ways of grocery shopping.
Amnesty International wants a world in which every individual has their human rights respected.
They advocate for this by conducting research and preventing and ending the abuse of human rights.
It is an international non-governmental organization that does not rely on governments. A true
people’s movement based on global voluntary membership.
2. Analyze how each organization brands itself.
Albert Heijn has existed for 130 years and they try to come across as a trusted, innovative and
inspiring partner. By looking at their website you can see that they want to express that everything
the company does, is for their customers.
Amnesty International brands itself as an authoritative and strong organization. They state a lot
about their achievements and how the organization has evolved over the years. They try to show
that what they do, really works and there is also a lot of emphasis on the fact that the organization is
independent from any government.
3. What is the voice of each brand and how is it created and communicated?
Albert Heijn’s voice is very informal. They use Dutch “jou” to address their audience, and not the
polite form “u”. They also try to personally address their customers by doing this. Thus, they use the
second-person point of view in their writing. Albert Heijn uses “you” to address the reader, to make
sure their audience feels included. They also talk to their customers in a very friendly way. A clear
example of this is how they talk in their newsletters. They use their customers’ first names, and talk
to their customers as if they are friends. I cannot find any example of where they state something
online in a negative way. Therefore, I consider their voice to be friendly and positive.
Amnesty International’s voice is a bit more formal than Albert Heijn’s and they use a lot of inclusive
and active language. They personally address and try to include their audience by using the second-
person point of view, as well. A clear example of their inclusive and active language are sentences,
such as “We are funded by members and people like you.”, which can be found all over their online
platforms.
Amnesty does use slightly more complex language than Albert Heijn, which also causes them to come
across as a more serious organization. It is not rare for them to use complex terms and jargon.
Amesty’s voice also sounds more alarming than friendly. It is clear that they try to use shame to get
supporters. They always sound slightly outraged and very serious in order to call people to action.
3
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