Advertising Key Terms

Question	Answer
Representation	How people, places or events are portrayed in texts
Logo	A graphic that becomes a recognizable symbol for a trademark or brand
Buzzword	Words such as "new", "free" exclusive" that engage the audience and draw attention to the advert
Direct Mode of Address	Subject (person) looks directly at the camera, connotes their confidence
Typography	The type of font used
Colour scheme or Colour palette	The choice of colours used in the advert that influences the way they read the advert
Copy	The text in the advert
Ideology	Messages, beliefs and values
Iconography	Visual symbols or images that represent a person or an idea
Target Audience	The intended audience - who is the advert for? Age, gender, demographic, social category, personality type, beliefs, values
Intertextuality	When an advert refers to another media text - offers the audience satisfaction if they recognize the reference
Preferred Meaning	The meaning the advert producers want the audience to understand and accept
Juxtaposition	Used to emphasise contrast and difference - different characters or different ideas
Conventions	Something that is typical of the text - often associated with genres - cowboy hats?
Denotation	What you see in a text
Connotation	The suggested or implied meaning
Mise-en-scene	Stuff in the background - the placement of props, characters, lighting
Enigma Code	A mystery that needs to be solved - used to interest the audience

Resource summary

	Created by Joseph Outred about 9 years ago