Vocabulary
This word means poisonous or harmful to living things.
What is toxic?
This technique uses facts, statistics, and hard evidence to prove an argument.
What is logos?
According to Jeff Bezos, your brand is what people say about you when you are not in the _______.
What is room?
Lee Sherman's company illegally did this to the Louisiana bayou.
What is dumping toxic waste?
This is the key word that separates persuasion from manipulation.
What is honesty?
This word means thick and slow-moving — used to describe the chemical waste dumped in the bayou.
What is Viscous?
This technique is used when a writer uses his or her degrees and expertise to show trustworthiness.
What is ethos?
Apple's famous 1997 slogan told consumers to do this — two words
What is Think Different?
Julia Butterfly Hill lived in a 1,000-year-old redwood tree named Luna for this long to prevent it from being logged.
What is 2 years and 8 days?
A brand that honestly highlights that its product is eco-friendly and fairly traded uses this branding strategy.
What is persuasion?
This word means to pretend or fake — what company officials did when questioned about pollution.
What is Feign?
"All my co-workers from back then are dead; most died young" is an example of this technique, which creates sadness and shock.
What is pathos?
Originally targeting women in the 1920s, the Marlboro campaign was relaunched in 1954 using a rugged cowboy to sell masculinity and freedom to this audience.
Who are men? What is men?
Unlike Lee Sherman who was a victim of corporate negligence, Julia played this role in her story.
What is an active agent or activist?
The Marlboro campaign is considered manipulation rather than persuasion because Philip Morris did this while making smoking seem glamorous.
What is concealing the fact that smoking causes cancer?
This branding term describes the specific group of people a brand is trying to reach and influence.
What is Target Audience?
"Louisiana has the second-highest incidence of cancer for men" is an example of this technique because it uses data to prove a logical point.
What is logos?
Instead of technical specifications, Apple sells this, which means creativity, sophistication, and the feeling of being different.
What is identity?
In the Lee Sherman text, this is what happened to workers as a result of the environmental damage caused by the company.
What is they became ill and died young?
Hershey's advertisements often feature this theme — using warmth and togetherness to create an emotional connection between their chocolate and the consumer.
What is family bonding?
This branding term describes a connected range of products that work together, making it hard for customers to switch brands.
What is Ecosystem?
These are the three parts every strong analysis answer must include — the technique, the evidence, and this third element.
What is the specific effect on the reader?
This was the key reason Marlboro went from under 1% market share to number one in the US by 1972.
What is selling an image — freedom and masculinity — rather than the product itself?
While Hochschild's text calls for this type of accountability, Julia's story demonstrates that this other approach can also create change.
What is systemic accountability through exposure, and individual action through personal sacrifice?
Rather than changing what a product does, branding changes this — which makes it both powerful and potentially dangerous.
What is how the consumer sees themselves?