Advertising glossary

1. 1. Logo Tells the audience which brand or company is
selling the product.
2. Slogan A short and catchy phrase.
3. Product
Name
The name of the product or brand being sold
on the advert
4. Product
Image
Shows the audience what the company or
brand is selling.
5. Font size The size of the written text on the advert. The
size of the font will also indicate a hierarchy in
what is seen on the page. So the largest font
will be the most important text on the advert.
The smallest font will be the least important in
terms of selling the product.
6. Anchorage The juxtaposition of written text with an image
so that the writing influences how we read
and understand the meaning of the image
7. Typeface /
font styles
The style of font used for the text on the
advert. Different font styles can evoke
different feelings and meanings or attract
different audiences. Sans Serif and Serif are
the most common styles.
8. Shot types &
angles
The camera work, specifically shot distance
and angles, used to capture the model and
products in the shot. For example the model
in a perfume advert may be photographed in
a high angle mid shot.
9. Composition
and layout
The way in which all elements on the advert
are organised. So how the text, images and
product being advertised are positioned
together on the page.
10. Colour
palette
The use of colours used in the advert's design.
It is conventional to use 3 colours which are
either complementary and from the same
colour zones or contrasting to create an
impact. The choice of colour helps to set an
atmosphere and create a specific feeling or
mood in response to the product.
11. Effects /
image
manipulation
These are effects that are achieved when
editing the advert and are used to provide
greater emphasis to the product or the way in
which the product is being sold. For example,
a blur or motion effect might be used to
create a sense of energy or motion to suggest
that the product will make you feel energetic
or alive.
12. Rule of
thirds
The page is divided into 3 sections vertically and
horizontally to form a grid. The content of the
advert will use these 3 sections in a way that will
help sell the product and communicate its
associated meanings effectively. The main part
of the advert will usually take up 2/3rds or at
least the central third of the page.
13. Props Anything seen within the frame that is movable
or portable. Props are distinct from the actors,
scenery and costumes. They can provide
realism, give additional meaning or may be the
actual product that is being sold in the advert
e.g. a bottle of perfume.
14. Locations
& Settings
The context in which the advert is 'set' - so this
could refer to a specific time period and/or the
actual set in which it is shot. The location refers
to the specific place in which the advert can be
located. Many print adverts are set in studios.
15. Costume
& make up
What the models / actors / celebrities are
wearing and the make up used. These can create
a sense of realism or a specific mood or feeling
to enhance the meaning of the product or brand
being advertised.
16. Register /
mode of
address
The way in which the advert 'talks' to the
audience. The use of language may be informal
or informal, fun or serious etc... depending on
how the product is branded and who the target
audience is. The register and mode of address in
a cereal advert targeting children will be
different to a washing up liquid advert targeting
housewives.
17. Inter-
textual
references
These refer to references to other media
products or texts, which help to give additional
meaning to a product. These could also be
references to people or celebrities associated
with the media or wider popular culture and are
used to endorse the product being advertised.
18. Rebel Associates products with behaviors or lifestyles
that oppose society's norms.
19. Persuasive
Language
Wording that entices the audience to purchase
the product or service.
Print Advertising Conventions & Techniques
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2. 20. Rhetorical Question This technique poses a question to the consumer that demands a response. A question is asked and the
consumer is supposed to answer in such a way that affirms the product's goodness.
21. Scientific or
Statistical Claim
Provides some sort of scientific proof or experiment, very specific numbers, or an impressive sounding
mystery ingredient.
22. Unfinished
Comparison or
Claim
The use of phrases such as:
- 'Works better in poor driving conditions!' - Works better than what?
- 'The leading allergy medicine!' - Who decided this? In what aspect does this lead?
23. Humour Play on words or situations, exaggerated situations, relatable situations, etc.
24. Beauty Appeal Beauty attracts us; we are drawn to beautiful people, places, and things.
25. Fear Advertisers use this negatively, to make you worry that you'll lose friends, a spouse, or social status, among
other things, if you don't use a certain product or service, or fit into the "norm".
26. Lifestyle Associates product with a particular style of living/way of doing things.
27. Independency and
Individuality
Associates product with people who can think and act for themselves. Products are linked to individual
decision making.
28. Escape Getting away from it all is very appealing; you can imagine adventures you cannot have; the idea of escape is
pleasurable.
29. Compliment the
Customer/Consumer
Advertisers flatter the consumer who is willing to purchase their product. By purchasing the product the
consumer is recognized by the advertisers for making a good decision with their selection.
30. Celebrity
Endorsement
Associates product use with a well-known person. By purchasing this product we are led to believe that we
will attain characteristics similar to the model in the advert.