Common Key Features
An author's choice of words
diction
A mark or emblem that is used to promote public identification and recognition
logo
The heading that leads a news story in a newspaper
headline
These are computer functions that search internet data using phrases, specified terms, or programs containing this function.
search engine
A recognized technique or way of using words for conveying a particular meaning
rhetorical devices
A noun that refers to a person, such as 'I', 'you', 'they', or 'she'
pronoun
A short, memorable phrase used in an advertising or political campaign
slogan
Explanatory text placed below or beside a photograph, map, graph, or other form of graphic, in order to describe it and identify the photographers, creators, and/or owners.
caption
This is a reference to data that the user can follow by clicking or tapping; it points to a whole document or to a specific element within a document.
hyperlink
In rhetoric, an appeal to the audience's sense of emotion
pathos
A figure of speech in which a non-literal comparison is made between objects or actions, without using words such as 'as' or 'like'
metaphor
The body of written text in an advertisement, usually explaining the benefits of the product or service
copy
A regular story or feature in a periodical, often on a specific topic and written by the same person, known as a columnist.
column
Interactions with individual users about your brand, and the products and services you provide.
engagement
In rhetoric, the contrasting of one idea with another opposite idea
antithesis
An exaggeration or statement which is not meant to be taken literally
hyperbole
An advertisement that gives information about a product or service in the form of an editorial or journalistic article
advertorial
The opening paragraph of an article, essay, book chapter, or other written work that summarizes its main ideas
lead (lede)
This term refers to everything the user sees upon viewing a website in their browser prior to scrolling further down the page.
The repetition of a word or phrase at the beginning of successive clauses, such as "I have a dream" (MLK, Jr.)
anaphora
A story that has many symbolic aspects and which reveals a hidden truth, moral or political message
allegory
In advertising, an appeal to a psychological phenomenon in which people do something because other people are doing it too
bandwagon effect
A line of type at the bottom of an incomplete newspaper or magazine article which directs the reader to another page where the story is continued.
jumpline
This is text on the internet written for paid advertisements typically on Pay-Per-Click or Social Media campaigns.
ad copy
The repetition of coordinating conjunctions, such as 'and' or 'or'
polysyndeton