(C) Enlarged Text - (E) Draws the reader's attention to that specific text, (C) Adding shape behind text  - (E) Helps to make the text stand out against the shape, (C) Use of reverse effect (white text on dark background/blue text on yellow flash bar) - (E) Creates contrast against a dark bakground, (C) Drop cap used at the start of body text - (E) Leads the reader's eye to the start of a paragraph/section of text, (C) Drop shadow applied to element - (E) Creates emphasis/makes image or text stand out,

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