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| A communication form that employs sophisticated, often subtle methods of persuasion to not only get you to part with your money or win your support, but to play on your desires, emotions, and biases to change the way you think. Propaganda is a part of this. |
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| plan, goals to be achieved through advertising |
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| slant, or way of looking at or presenting something |
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| distance part of a landscape; surroundings, especially those behind something, and providing harmony and contrast |
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Balance in design is similar to balance in physics.
There are three different types of balance: symmetrical, asymmetrical and radial |
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| The suggestion that everyone is using or doing something: “Gatorade: Canada’s #1 bestseller” |
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| is a mental leaning or inclination; partiality; prejudice; bent |
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| A Web site on which an individual or group of users record opinions, information, etc. on a regular basis. |
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| A small booklet or pamphlet containing pictures and information about a product or service |
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| A title or brief explanation appended to an article, illustration, poster etc. Appear below the photo/visual |
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| (Also called hue) Colour helps create mood, can provide contrast to a piece or compliment objects in artwork |
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| the bringing together of parts or elements to form a whole; the structure, organization, or total form of a work of art; the arrangement of the parts of a work of art as to form a unified, harmonious whole. |
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| Contrast is the juxtaposition of opposing elements eg. opposite colours on the colour wheel - red / green, blue / orange etc. Contrast in tone or value - light / dark. Contrast in direction - horizontal / vertical. Contrast is used to highlight, create unity, balance or even chaos if that is the artists intention. |
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| That group of people to whom a message is directed – age, gender etc. |
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| part of the artwork that will be dominant or the overall mood/feeling/idea associated with the visual |
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| A testimonial strategy, where a famous person or organization publicly supports or endorses a product |
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| The implication that figures and statistics prove a point beyond dispute: “No-ache pills. A guaranteed 100 mg of pain relief.” Fools audience into thinking their headache will be gone, but really it is only referring to the mg in 1 tablet. |
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| what your eye is drawn to, the main element in a composition |
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| Are objects in or out of focus. One way of creating a focal point in photographs |
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| Size, type etc. associated with text |
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| part of a scene, landscape, etc., which is near the viewer |
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| media format eg. web, print…and then how this is designed (8x11, 11x17 etc.) |
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| In visual arts including cinematography, framing is a technique used to focus the viewer's attention upon the subject. A frame serves the double purpose of making a more aesthetically pleasing image and keeping the focus on the framed object(s) – it can also be used as a repoussoir, to direct attention back into the scene. It adds depth to the image, and can add interest to the picture when the frame is thematically related to the object being framed. |
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| the heading, title or caption of a newspaper article. Usually very attention-grabbing |
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| A person or thing regarded as a representative symbol of something: "icon of manhood" |
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| A representation of the external form of a person or thing in sculpture, painting, etc |
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| Introductory sentence in an article meant to grab the reader’s interest |
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| illumination, can often establish mood or serve a symbolic purpose; achieved through the careful use of colour. |
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| The linear marks made with a pen or brush or the edge created when two shapes meet |
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| an identifying symbol used to advertise and promote an organization, event, product or service. Usually, such symbols combine pictorial and textual elements in a distinctive manner. When consisting solely of stylized textual elements, such symbols are referred to as logotypes or wordmarks |
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| when media methods are used to communicate to thousands of people at the same time |
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| forms of public communication (such as newspaper, radio, television, information network, poster, or brochure) that are designed to reach large numbers of people. |
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| any thought, idea, or information, whether expressed in plain or in secret language, prepared in a form suitable for transmission by any means of communication |
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| reason for doing something eg, make money, change opinion |
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| t is the use of derogatory language or words that carry a negative connotation when describing an enemy. The propaganda attempts to arouse prejudice among the public by labeling the target something that the public dislikes. Often, name calling is employed using sarcasm and ridicule, and shows up often in political cartoons or writings |
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| A single section of a comic, showing one moment in a story being told. Also called frame. Most cartoons consist of a single frame. Comics have several. |
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| The illusion of creating dimensional views of objects. Through intersecting lines and by carefully spacing of objects of different sizes, an illusion of depth can be created in a picture. |
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| Talking down to the viewers in order to appear just like them: “Use Tide. It makes your clothes as white as Mom used to wash them” The plain folks device is an attempt by the propagandist to convince the public that his views reflect those of the common person and that they are also working for the benefit of the common person. The propagandist will often attempt to use the accent of a specific audience as well as using specific idioms or jokes. |
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| form of communication that has varied purposes such as promoting events, presenting social commentary, persuading the viewer to purchase etc.. The design of the poster must ensure that message is consistent with purpose |
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| Item to be sold, serviced etc. |
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| An advertising strategy in which commercial products or brands are placed within a play, film, broadcast program, video game or print medium for financial gain |
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| an attempt to sway popular opinion and beliefs through distortions of the truth or outright lights. |
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| the size relationship of parts to a whole and to one another. |
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| the size or apparent size of an object seen in relation to other objects, people, or its environment or format |
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| Light and shadows visually define objects. Values are the different shades of gray between white and black. Artists use values to translate the light and shadows they see into shading, thus creating the illusion of a third dimension.Hatching and crosshatching are simple and fun techniques for drawing shading. |
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| a method of advertising that purposely offends and startles its viewers in an attempt to “gain attention, encourage cognitive processing, and have an immediate impact on behavior.” Ads containing disgusting images, sexual references, profanity and obscenity, religious taboos, vulgarity, impropriety (violations of societal “norms”), or moral offensiveness are considered to be “shocking” |
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| The association of a product with a desirable lifestyle |
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| Promotional messages the recipient is not aware of, such as those played at very low volume or flashed on a screen for less than a second. Its effectiveness is not supported by scientific evidence, and its use is considered a deceptive business practice in some jurisdictions. |
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| An underlying and often distinct theme or message in a piece of writing, conversation, ad etc |
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| An object representing a feeling, idea etc |
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| consumer group most likely to buy a specific product and identified by region, age, demographics, or economic status. Effective ads are created and placed in media with the target audience clearly in mind |
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| quotations or endorsements, in or out of context, which attempt to connect a famous or respectable person with a product or item |
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| What does it mean to deconstruct a text? |
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| When you deconstruct a text, you break it down into its components to see what messages and assumptions it carries |
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| Margins and gutters ( the white pace formed by the inner margins of the two facing pages in a book) |
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