The verb 'traded' on the picture at the top reflects how poorly the animals are being treated. The noun 'scrap' also on the picture reflects the terrible way the puppies have been cared for and compares it to how you would treat rubbish.
This is the homepage of the website so they have put all the main features they want you to see. Please donate is put in a red/pink box which contrasts with the blue/ green theme of its surroundings. This makes it stand out and show its importance. The other words in boxes of the same colour are also important such as'get involved'.
The target audience of the website would be animal lover or people who are interested in animals as they would have to search it to find it. The website appeal to these people as it gives many options to help or learn about animals.
I liked your analysis of the simile "scrap" (use more terminology). You need to establish the GRAPE as soon as possible and there are just so many pruposes because of the multiple ways the website can be used that this deserves plenty of close linguistic analysis. Always look at how the graphology combines with the language choices - never consider it alone as it is not highly linguistic (but is significant in mixed-mode texts). Think about how you are connecting your points together into a coherent exploration of the representations and meanings (you didn't explicitly discuss how the RSPCA were represented by the text producer).
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