Advertising Key Terms

Identifies one company’s products from those of another. Clearly identifiable by a name, logo, trademark.

• Advertising Campaign

• Brand

• Slogan

• Hyperbole

The writing on a media product (an advertisement, magazine, film poster, etc.)

• Text

• Intertextuality

• Copy

• Visual Codes

Techniques used to communicate meaning. On an advert this can include use of colour, mise-en-scene, gestures, etc.

• Visual Codes

• USP

• Demographics

• Technical Codes

A person, often a celebrity, who is paid to endorse or promote a company’s products or services, becoming the face of the brand.

• Hard Sell

• Product Demonstration

• Brand Identity

• Brand Ambassador

A small, recognisable design featured on all products and promotional materials, associated through repetition over time.

• Slogan

• Brand

• Logo

• Copy

When one text is used or referenced within another. For example the use of memorable film scenes in an advert.

• Hyperbole

• Visual Codes

• Intertextualty

• Advertising Campaign

Categorising an audience by age, gender, ethnicity, location, social grading. Helps advertiser determine their target audience.

• Demographics

• Soft Sell

• Hard Sell

• Psychographics

Categorising an audience based on personality, values and lifestyle. Helps advertisers understand their target audience.

• Brand Ambassador

• Brand Identity

• Psychographics

• Demographics

The image that the brand projects and the associations the audience makes with the brand.

• Brand Ambassador

• Brand Identity

• Logo

• Advertising Campaign

‘In your face’ advertising. These adverts are usually short, loud and employ a direct mode of address., giving clear information.

• Hyperbole

• Soft Sell

• USP

• Hard Sell