Period 3 Glossary: Communication and Media
Period 3 Glossary: Communication and Media
Period 3 Glossary: Communication and Media
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
• 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.
• 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
• 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