DAFORREESTI
This is when words or phrases are used several times for emphasis
What is repetition?
Term for when colors are used symbolically to suggest certain ideas to the audience or to provoke certain emotions
What is color psychology?
This is the use of someone's point of view
What is opinion?
A company must consider the values, desires, fears, and needs of this group in promoting their product
What is the audience (or target audience)?
An animal rights group designs a poster with a homeless puppy looking at the viewer with big sad watery eyes
What is pathos?
This is when you bring in the point of view of someone who is an expert in their field
What is an expert opinion?
This is the part of an image that the eye is naturally drawn to
What is the focal point?
This is the use of vocabulary that's intended to create particular emotions within the audience
What is emotive language?
What the advertiser hopes to achieve through their advertisement (i.e. to inform? to remind? to persuade?)
What is the purpose?
Michael Jordan wears the new Nikes in a commercial in which he slams a dunk and tells the viewer, "Be like me. Wear Nike."
What is ethos?
This is a question posed to an audience to make a point but which doesn't require (or even expect) an answer
What is a rhetorical question?
This is the use of simplicity and lots of empty (or negative) space to make the main subject pop out
What is minimalism?
These are facts with numbers (such as percentages or survey data)
What are statistics?
What is happening within society or the world (the cultural "zeitgeist") that could impact how the viewer understands or receives a particular advertisement
What is the context?
A shampoo commercial points out that the ingredients in their product are 75% less damaging to your hair and skin than that of their competitors
What is logos?
This is a brief story or experience that can help illustrate a point
What is an anecdote?
When a company intentionally forms a connection between their product and a particular person or event
What is association?
This is when key information is memorably presented in groups of three
What are triples?
What the audience actually takes away from an advertisement (which could be both explicit, the denotation, and implicit, the connotation)
What is the message?
The reviews on a travel website contain anecdotes from the trips of previous travellers who purchased vacation packages through their site
What is ethos?
This technique is a command telling people what to do
What are imperatives?
The idea that subjects placed along imaginary intersecting lines in an image will draw the viewer's attention more strongly and make for a more aesthetically pleasing picture
What is the rule of thirds?
This is when you use pronouns, such a "you," to make your audience feel included in what you are saying
What is direct address?
The creative decisions the advertiser makes to promote their product and influence the viewer to buy their product
What is the technique (or authorial choices)?
A safe and dependable car brand makes a commercial in which a rival luxury sports car crashes and is smashed to bits while their own car crashes and the test dummies are kept safe inside. A subtitle reads: "Zero fatalities in our vehicles over the last year." (two techniques)
What are pathos and logos?