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IB Lang Lit Advertising Vocabulary
Terms in this set (54)
Plural for medium
The means of instrument of communication such as newspaper or television
A language act that is "one way" and is sent out to an often incalculably large number of people. For example, a radio broadcast or a printed newspaper
This provides information about the product. It is carefully engineered to produce a particular response
This is a type of text that aims to catch the reader's attention. Typically it involves a scene or picture that has an interpretational component
Relates to the overall design, the schematic arrangement of the advertisement
Research indicates that readers typically look at visual, caption, headline, copy and signature (advertisers name, contact information) in that order. Following this basic arrangement is called the...
This includes upper-case or lower-case and features of punctuation
Refers to the visual medium of language. Describes general features of languages written system, such as alphabet, spelling, punctuation, typography, and paragraph structure.
Different cultures bring different attitudes and values to the reading of any text.
Adapting the text to fit the culture of its targeted group
The initial piece of attention-seeking verbal language used to draw the reader in. May often occur as a question and often identifies a problem
This concerns the relationship between text and image. It provides the consumer with a base from which to understand the product
These advertisements carry an emotion that the masses connect with. This could relate to romance, wealth, youth, happiness and much more.
This uses peer pressure to influence the consumer. People should do a certain thing because others are doing it. This is based on the desire to be part of the masses.
There are important sounding technical words or phrases. They are used by a specialized group, often in an attempt to impress laymen. These words change with time and culture
While reference in a general sense means referring to something, comparative reference establishes a reference which is about making a comparison of some sort. For example, "Her car is newer than yours" links the two cars on the comparative basis of 'newness'.
Beyond its denotation, a particular word or image might have other associations or implications.
This is the text of a print, radio or television advertising message aimed at catching and holding the interest of the consumer, persuading him or her to purchase the product.
Of or relating to a word, the determination of whose referent is dependent on the context in which it is said or written. In the sentence "I want him to come here now", the words "I", "here", "him", and "now" are ____ because the determination of their referents depends on who says that sentence, and where, when, and of whom it is said.
This is the literal meaning of a word or image, what the dictionary attempts to provide.
The omission of part of a structure. Advertising language often attempts to reproduce the elliptical nature of spoken language in order to establish closeness with the reader or listener.
A polite reference which seeks to avoid directly naming an idea which makes speakers uncomfortable. For example saying "Pass away" instead of "die"
Making an idea sound worse or more harsh than it actually is. For example saying "shag" instead of "sleeping with"
The characteristics of language, how it appears, its shape and form.
What language is used for, its purposes.
The consumer is given a general feeling about the product but not much else. Essentially, the appealing words employed lack substance.
Typically the most important element of an advertisement, the _______ grabs the attention of the consumer or targeted audience. Bold, large font size, and various colors are some of the methods used to make the _______ stand out from the copy.
An exaggerated statement or claim. It is used for emphasis or effect and should not be taken too literally.
The language of every day life, the vernacular
This component has connotations which typically connect to the cultural context in which an advertisement is placed. It represents something by association e.g. the head of a wealthy looking woman in a diamond advertisement.
Specialized words or phrases used by a particular profession or group.
The way in which one text echoes or refers to another text.
The vocabulary system of a language.
These contain errors in logic but they are often used by advertisers (and the media) to sneakily fool people
A design or mark used as a company's permanent trademark.
A newly coined word or expression
The idea that a text can be read in a way other than a line-by-line-fashion. For example, webpages can be connected via links that occur at various points in the text.
Aspects of communication that work alongside verbal language; for example body posture, eye contact, facial expression.
Relating to the sound system of a language. A phoneme is a single unit of sound
The replacement of an expected sound by an unexpected one, for deliberate effect.
A semantic process by which certain words have several meanings.
Ideas that are taken for granted in language, without which utterances would bevery uneconomic. For example, the utterance "Have you stopped dieting?" contains the _________ "You were dieting."
A comic play on words as a result of a word having more than one meaning or two words with different meanings having the same sound.
Human communication through signs and symbols, from the small items such as those seen in company logos to larger signs such as clothing and social rituals.
Shelf-life of slogans
This relates to the durability of given expressions before they become worn and / or dropped
Shocking images or scenes are used to advertise a product.
A phrase designed to be memorable, attaching to a product or service during a particular advertising campaign
A phrase which is used by a company throughout all its advertising regardless of the campaign.
This type of advertising involves doing a comparative study of two or more competing products. The facts in favor of the product are selected. Negative points are omitted.
This is a short phrase or slogan that is meant to be repeated. It is often used to dramatic effect.
Essentially a personal recommendation, an individual endorses the value and excellence of a given product.
Unique Selling Proposition
A characteristic of a product which is thought to be separate from its rivals.
When something is being advertised in a hidden way where we are not conscious of the fact that we are being advertised for. For example, a character in a movie drinking a coke.
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