Media Terms
What is a slogan?
A short, catchy phrase used in advertising to sell a product that represents the company’s motto or ideology.
What colour symbolizes love, kindness, and femininity?
Pink
The technique of talking down to the masses in order to appear to be one of them. Push family values.
Plain Folks
Traditionalists who don’t like change and are comfortable with “the way it has always been done”
Belongers
What is a Slanting Technique?
A technique in advertising for persuading the consumer to buy the product.
A type of guarantee or promise that the consumer will benefit from the product.
Claim
What colour symbolizes honesty, trust, calm, and tranquility?
Blue
The association of a desirable life. Make your life easier or better.
Snob Appeal
A small but impressionable group of young people searching for an identity will do almost anything to fit in.
Emulators
An image or picture used in print or tv advertising to aid in selling a product.
Visual
a symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc.
Logo
What colour symbolizes comfort, familiarity, warmth, and earthiness?
The use of vague qualifiers or disclaimers such as “helps” “fights” “up to” “virtually” to mislead the consumer into thinking the product is better than it really is.
Weasel Words
Materialistic or modern aristocrats who have money to spend. They feel most comfortable with “high -end” brand names. Accumulate material goods to show off their status and live the ‘high life’
Emulator- Achievers
What is an Implicit Message?
The ideas that are suggested or implied by the information you read, hear or see.
The text located at the top of a print advertisement which contains the claim and captures the reader’s attention
Headline
What colour symbolizes joy, ambition, and energy?
Orange
What is "Testimonial" slanting technique?
The endorsement of a product by a well-known person or organization
They are restrained in their purchasing behaviour, even though they have money to spend. Buy common sense products
Socially- Conscious Achievers
The facts and details that are directly stated in the written or spoken information
Explicit Message
What is a body copy?
The written or spoken information in an ad, containing persuasive details about the product.
What colour symbolizes power, formality, magic, and rarity?
Black
What is "Magic Ingredient" slanting technique?
The implication that a product’s effectiveness is scientifically based.
To advertisers, this group does not exist since these people don’t have the money to spend on extras.
Need Directed
The act of manipulating consumers by sending messages that are usually perceived on a subconscious level (without being aware)
Subliminal Messages