Audience – The person, or group of people, that the text is intended for.
Purpose – The reason why the text exists. This can be to inform, persuade, entertain, warn, advise or explain.
Register – The degree of formality; it can be formal or informal.
Diction – The choice of words in a text.
Denotation – The straightforward dictionary definition of a word.
Connotation – The feeling or attitude that we associate with a word.