English:

Mass Media:
The communication of concepts or idea to a large group of people, aiming to address
and persuade the majority of society

Consumerism:
A social and economic order that encourages people to acquire goods and services in
ever-increasing amounts.

Celebrity Endorsements:
When a famous person is paid money to help advertise a specific product or event for
a company

Parody:
An imitation in the specific style of an artist or composer for comedic effect.

Gender stereotypes:
Preconceived ideas whereby females and males are assigned characteristics and roles
determined and limited by their gender.

Celebrity Endorsement:
When a famous person is paid money to help advertise a specific product or event for
a company.

Elements of An Ad:

1. Tagline: A memorable formation of a simple set of words which capture the

unique value a brand offers to its audience. Essentially, a tagline is longlasting
and supports the overall goals of the brand.
2. Slogan: A memorable and catchy phrase which captures the overall idea of a
singular marketing campaign. Unlike a tagline, a slogan supports the overall
goals of the marketing campaign only.
3. Headline: The main text, offering a short, snappy preview of what the reader
will find in the rest of the ad. The headline explains to the reader the key
benefit or offer you are providing.
4. Body: Includes details about the offer, details about the product and any other
information the brand wants to highlight. The body text should be short and
easy-to read (bullet points or subheadings should be used to break up the text).
Readers want to get the information they need as quickly as possible.
5. Visuals: A print ad includes one or two striking pictures that illustrate the offer
and what is being promoted.
 6. Logo: An image, symbol and/or the brand name stylised in a particular way
that is constantly associated with that brand across multiple advertisements,
used to build up brand recognition.

Persuasive Devices:

 Alliteration: Use of words beginning with the same letter to create emphasis
and draw attention
 Anaphora: Repetition at the beginning of multiple sentences, paragraphs, etc.
 Colloquial Language: Informal, casual language used by writers to make them
seem down to earth
 High Modality Language: Strong, definitive words such as ‘always’ or ‘never’
used to reinforce the strength of an argument
 Hyperbole: Exaggerating a point to make an issue seem more extreme
 Imperative Language: Giving commands, e.g “ You must do this now” This
leaves little room for argument against the point you are making
 Jargon: Technical language that is only really used in one specific context, e.g.
medical terms used by a doctor
 Metaphor: Used to persuade by making a direct comparison between two
things
 Repetition: Emphasises or reinforces particular ideas
 Rhetorical Question: A question that is not meant to be answered
 Rhetorical Triangle: Pathos, Ethos, Logos
 Simile: Making a comparison between two things using ‘like’ or ‘as
 Tricolon

Visual Techniques:

1. Salience - The most noticeable or prominent feature of an image.

2. Colour - Two elements of an image that are very different/opposite to each other.
3. Vectors - A line that leads your eyes from one section to another.
4. Contrast - When the person in the image is staring directly at the responder.
5. Font - The style/design of the words and letters used within an image.
6. Symbols - Things that represent other things, often with a deeper and more abstract
meaning.
7. Offer gaze - When the person in the image is staring away from the responder and
at another part of the image.
8. Demand gaze - Used as a specific type of symbolism to signify feelings and evoke a
response.
9. Reading path - The order in which we read/observe an image, based on where each
element is placed.
10. Body language - Facial expressions, gestures, stance, or position – can convey the
attitude, feelings, or personality of the individual shown.