Period 3 Glossary: Communication and Media

PERIOD 3 GLOSSARY
COMMUNICATION AND
MEDIA
Tantalizing
Something that is tantalizing causes desire and
excitement in you, but is unlikely to provide a
way of satisfying that desire:
I caught a tantalizing
glimpse of the sparkling
blue sea through the trees.
Homogeneous /ˌhɒm.əˈdʒiː.ni.əs
• consisting of parts or people that are similar to

each other or are of the same type:
• a homogeneous group/society
• The population of the village has remained
remarkably homogeneous.
Layout
• the way that something is arranged:

I like the layout of the house.
facet
• one part of a subject, situation, etc. that has
many parts:
• She has so many facets to her personality.
Bandwagon /ˈbændˌwæɡ.ən/
an activity, group, movement, etc. that has
become successful or fashionable and so
attracts many new people:
First one boy at school had that haircut and now
they're all jumping on the bandwagon.
assumption
• something that you accept as true without
question or proof:
• People tend to make assumptions about you
when you have a disability.
Depiction /dɪˈpɪk.ʃən/
• the way that something is represented or
shown:
• The painter's depictions of the horror of war
won her a worldwide reputation.
Skewed /skjuːd/
• not accurate or exact:
• Maybe your world view is a little skewed.
Ecstatic /ɪkˈstæt.ɪk/
• extremely happy:
• The new president was greeted by an ecstatic
crowd.
Subservient /səbˈsɜː.vi.ənt/
• willing to do what other people want, or
considering your wishes as less important than
those of other people:
• Women were expected to adopt a subservient
role/position.
Plain Folks
• Opposite of Snob Appeal
• Identifies product/idea with a locality or
country
• Practical product for ordinary people.
Notes
• Plain Folks:
• Making an appeal to the
____________person. I am just like you.
Your views are similar to mine, and I am
working for you. Imperfect
pronunciation, dialect, stuttering, and a
more limited vocabulary.
• Ex: “Thank you for your support.” State
Farm “Good neighbors.”
Notes
• Plain Folks:
• Making an appeal to the
_common______person. I am just like
you. Your views are similar to mine, and I
am working for you. Imperfect
pronunciation, dialect, stuttering, and a
more limited vocabulary.
• Ex: “Thank you for your support.” State
Farm “Good neighbors.”
Patriotism
• Purchase will display love of country.
• Person will financially help the country.
… built American tough

Facts and Figures
Statistics
• In this persuasive technique,
numbers, tables, and graphs are
used to show statistics of both sides.
Facts and Figures
• Facts and Figures – statistics to prove superiority.
• Magic Ingredients – suggests some miraculous
discovery makes product exceptionally effective.
• Hidden Fears – suggests that user is safe from some
danger.
Facts and Figures Example
• An advertisement might read, “This product
kills 99% of your germs.”
• Surveys may be conducted and

the results graphed to show people’s opinions.
Expert Opinions
• They use experts such as doctors, dentists,
engineers, fitness trainers to say that they
recommend this product.
• Example: 4 out of 5 doctors prescribe Bayer
aspirin
Logical Appeal
• Advertisers try to convince you to make the
right decision, smart decision or best choice in
purchasing their product
• Examples: It makes sense to buy this
▫ Choosy moms choose JIF
▫ Save time and money with this
▫ Shop smart, buy here
Logical
appeal
–
smarten
up
Example
• The McDonald’s Dollar Menu:
Eat cheap and smart at menu
items only $1.00 each!
Notes
• Logical Appeal:
• If you are smart, you will buy this product. It
makes sense.
Glittering Generalization
Definition: Using simple phrases that sound good
but have no real value or meaning.
• Examples: .
• “I am the candidate for change.”
• The Acura automobile slogan, “Advance.”
• “It’s new!”
• A popular slogan on teacher stationery,
“Making the Difference!”
Transfer or Emotional
Appeal
Positive feelings/desires are connected to a product/user
Transfers positive feelings we have of something we know to
something we don’t.
• Love/ Popularity
• Fame
• Wealth
• Power
• Attractiveness
Transfer/ Emotional Appeal
• Words or pictures that appeal to the your
emotions.
• They appeal to positive emotions like your
desire for success.
• They can also appeal to negative emotions like
fear.
• Example: Save the Children. Feed the
Children.
Emotional words
•Luxury
•Beautiful
•Paradise
•Economical
Ad with
.emotional
appeal
•.
Emotional appeal
– make you look
younger
Expert
opinion
Name - Calling
• A way of smearing an
opponent
• Intent is to damage opponent
• It also arouses suspicion of
opponent
• Intention is to create an uneasy
feeling
• Used by politicians and
product companies
Notes
• Name Calling or Mud Slinging:
• Derogatory language, sarcasm or
_________________of an enemy.
• Ex: BK/McD’s, Advil/Tylenol_______________
Notes
• Name Calling or Mud Slinging:
• Derogatory language, sarcasm or
__ridicule__________of an enemy.
• Ex: BK/McD’s, Advil/Tylenol_______________
Repetition
• Words or phrases in an advertisement are
repeated several times for effect. Repetition
gets your attention and stresses a slogan or
product
• Repeating something helps you remember the
product or ad
Repetition
 What is repeated
in this ad?
Example
• “Head on, apply directly to the forehead.
Head-on, apply directly to the forehead.
Head-on, apply directly to the forehead.
Head-on, apply directly to the forehead.”
Last one! (Advanced class)
Card Stacking:
• Only presents information that is positive to a
product and omits negative information.
Slogan
• A catchword or phrase loaded with emotion
• Often sells through repetition
• Clever and easy to remember
• Stays with you a long time
• Often a melody you already know
“Trust Sleepy’s
For the ‘rest’
Of your life”
Whose slogan is:
1 “I’m Loving It”
Whose slogan is:
2 “Have it Your Way.”
Whose slogan is:
3 “Buy it. Sell it.
Love it.”
Whose slogan is:
4 “Live in your world,
play in ours.”
Whose slogan is:
5 “Do you have the
bunny inside?”
Magic ingredients
“Revives and sustains”
1905
Bandwagon:
“6 million drinks a day”
1925
Bandwagon:
“It had to be good to get where it is”
1926
Plain folks:
“Friends for life”
1935
Snob appeal
1957
Patriotism
1974
Wit and humor
1999
Are you an ad detective?
.
 Play this ad detective game!
•.
 Look at the following pictures
and find the advertising
technique
Lets Test What You Know!
• “Come to Florida, Everyone
loves our clear, sandy beaches.
Don’t miss out.”
• Bandwagon
More Examples…
• 4 out of 5 dentists recommend
Sparkle toothpaste.
• Expert opinion
Another…
• Amazing how much nutritious stuff
they get with Kraft Macaroni &
Cheese, isn’t it? A good source of
protein, vitamins, and minerals.
• Logical Appeal
One more…
•Actress Kirstie Alley has lost
50 pounds on the Jenny Craig
diet plan.
•Testimonial
• Nike is paying
Tiger Woods
about $100
million to use
Nike products
for five years.
Testimonial
An important person or famous figure endorses a product.

Bandwagon
This technique tries to persuade everyone to join in and do
the same thing.
Transfer or Emotional Words
Words such as luxury, beautiful, paradise, and economical are

used to evoke positive feelings in the viewer.
Name-calling
Negative words are used to create an unfavorable opinion of

the competition in the viewer's mind.
Compare & contrast
The viewer is led to believe one product is better than

another, although no real proof is offered.
Find the ad in this picture.
• SAFECO, an insurance
and investment company,
is paying $40 million
over 20 years to get the
Seattle Mariners'
baseball stadium named
SAFECO Field. Buying
the name of a sports
arena is one way for
companies to make their
name known.
Colors
• Studies have shown
that the colors Red
and Yellow (either
together or
separate) evoke
more of a response
in ads.
Engaging Techniques:
• Wit and Humor –
diverts audience and gives a
reason to laugh often through
the use of clever visuals
and/or language.
• Rewards – bonus
awarded to consumer for
purchase. (Toys, gimmicks,
rebates, free payment, etc.)
Use of humor
RECOMMENDED LINKS
• http://blog.visme.co/visual-advertising-techniques/
• http://www.medialit.org/reading-room/how-
analyze-advertisement
INTERACTIVE ORAL 2
Students will analyze

*the quality of the commercials
*the advertising techniques used
*the societal factors that affected
the advertising.
Assignment:
• Students will select an ad that appeals to
them and analyze it for the four qualities
and for the advertising technique(s)
being used.
• Group work will be presented to the

class
INTERACTIVE ORAL ACTIVITY 2
• CC,p.29 (IOA),35 (REMEMBER PART ONLY)
In pairs, find an advertisement that appeared in
one of the magazines that are published in the
anglophone world and analyse it based on your
understanding of advertising techniques in
English-speaking countries. Present your
findings to your classmates. Use ICT
(Information Communication Technologies) in
your presentation.
CC, p.35
Read REMEMBER part only which
are tips for your IOA
• READ ENGLISH B GUIDE ON INTERACTIVE
ORAL ACTIVITY TO REFRESH YOUR
KNOWLEDGE ON IT.

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PERIOD 3 GLOSSARY

• consisting of parts or people that are similar to

• the way that something is arranged:

… built American tough

• Surveys may be conducted and

An important person or famous figure endorses a product.

Words such as luxury, beautiful, paradise, and economical are

Negative words are used to create an unfavorable opinion of

The viewer is led to believe one product is better than

Students will analyze

• Group work will be presented to the

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