Written and Visual Advertising Techniques

Facial Expression

This conveys a specific emotion to the viewer

Body Language

Stance/Posture that suggests meaning

Gaze

How/where a subject is staring/looking in an image and the significance of this

Movement

Whether a subject is still or moving and the connotations of this

Posture

An aspect of body language; whether a person is slouching, standing upright, etc.

Gesture

What a subject does with their hands and the meaning this conveys

Clothing

What a subject wears and the associated connotations

Proximity

How close or far away subjects or objects are in an image, and what this suggests (e.g. intimacy, tension)

Low Camera Angle

The camera looks up at a subject. This suggests power.

High Camera Angle

The camera looks down at a subject. This suggests powerlessness.

Camera Shot

How close or far away the camera is to a subject

Foreground

What is in the front of the image

Background

What is in the back of the image

Levels

How high or low someone is positioned in relation to the other people or objects in an image.

Lighting

The arrangement of illumination in an image

Object

The placement of things within an image and the associated significance.

Setting

The scenery, place and surroundings portrayed in an image.

Symbol

A thing that represents or stands for something else, especially a material object representing something abstract.

Logo

A symbol chosen to represent a person or company. A company will choose this based on what they want consumers to associate their product with.

Emotive Language

To draw on the emotions of the viewer to make them feel strongly towards the topic

Descriptive language

Strong use of adjectives and adverbs to describe a person, place or event in order to create a vivid picture in the reader's mind.

Figurative language

Non-literal language (e.g. simile, metaphor, etc.)

Inclusive language

The use of personal pronouns ("our" "we" "us" "you" "me" "I") to directly address the viewer and make them feel like the topic is relevant to them or involves them in some way. Gives a sense of personal or group responsibility.

Juxtaposition

When two opposing things are presented side by side in order to make a point through contrast/comparison.

Tone (I.e. Scathing, humorous, sarcastic, assertive, accusatory, urgent)

The way we imagine the author would sound if he/she was reading the text aloud. It presents their attitude towards the topic.

Facts/Statistics

To validate the argument or message in the image by providing facts.

Authority Figure / Expert testimony

Where an expert or person with some authority on a topic is quoted in order to validate the argument presented.

Anecdotal evidence

Where the experience/story of an individual is quoted to send a message.

Rhetorical Question

A question that is designed to make viewers question themselves, a topic or reflect on what the author is saying.

Call to action

Where the image directly addresses the viewer and commands them to act or do something in regards to the topic.

Slogan

A line of copy that is catchy and easily remembered. It is often repeated at key times during the advertisement to encourage people to identify a particular product. Sometimes it is the 'punchline' to the advertisement.

Placement

Where a person or object is positioned in the image and the significance (think about the rule of thirds)

Special Effects

The use of computer technology to create illusions.

Salience

the quality of being particularly noticeable or important; prominence.