authorial choices (advertisements)

ib language & literature term set 2

association

association

linking a specific idea to a product or concept

bandwagon

relating to trends and fitting in with the majority

beautiful people

using celebrities or famous individuals to enhance the product's social value

card stacking

manipulating information by omitting facts to make the product seem better

conflict

introducing conflict to make the advertisement more engaging

ethos

appeal to ethics to persuade the audience

experts

using credible individuals to enhance the product's credibility

glittering generalities

making overarching statements with exaggerated benefits to appeal to emotions

humor

using humor to engage and be memorable to the audience

logos

appeal to logic

name calling

linking a person or idea to a negative symbol

pathos

appeal to emotions/ feelings

plain folks

appeal to everyday person

problem/benefit

evaluating the benefits of a product and the problems it may solve

repetition

repeating visual symbols or phrases to make them more memorable

rhetorical question

asking questions to engage the audience without expecting an answer

scarcity

creating a sense of high demand for the product

simple solution

presenting a problem and showing how the product can solve it

slippery slope

implying that one small action may lead to a drastic outcome

slogan

memorable phrase used in advertising

testimonial

endorsement where individuals share their personal experience with the product

transfer

helping the audience imagine themselves as part of the advertisement

weasel words

conveying an impression of meaning without explicitly stating it