Academic Report Writing

Writing in an academic style

• Written in 3rd person
• Formal not conversational
• Presentation of an objective not a subjective view point
• Written in neutral tone - arguments and debates together e.g. sources from the brand and sources that talk about the brand
• Citation
• APA references
• Images to underpin the discussion

Writing in 3rd person

• Not using I, you or me.
• They, them, their.

Writing in a formal style

• Don't use emotive language. 
• Don't say 'haven't', say 'have not'
• Use formal phrases

Structuring your writing

• Needs clarity structure
• Use headings and sub headings to break up and focus the information
• Number each section
• Apply regular punctuation
• Use paragraphs to distinguish between key points
• Use paragraphs to structure your argument and evidence - keep it clear.
• 1 key point per paragraph

Paragraph structure

•  TOPIC - Main topic and introduce the main idea with relevant context
• EVIDENCE -  Give evidence to support your claim from your reading (or research) Utilise primary and secondary research.
• DISCUSSION- Develop the conversation.

Argument + Debate

• Use quotes to underpin key points
• Use visuals to further underpin specific written contexts discussed in your report.
• Apply comparison through your discussion, to build the case (about brand strengths and weakness).
• Ensure a good balance between primary and secondary research.
• Ensure a good mix of research from credible sources.

Using citations

• Short reference - very important.
• Paraphrasing your words e.g. "blah blah blah"  (H&M, 2019). If you paraphrase you NEED TO add the source. But don't need quotations.