power and persuasion

anchorage

text that fixes (anchors) an image and its meaning

balance

division of the text into equal part

border

frame of the text

Call to action:

the prompt that encourages the reader/viewer to take a specific next step, e.g. changing a particular behaviour, donating money, purchasing a product, etc.

Central image:

main image in centre of the text

colour

use of specific colour for specific reason

Colour palette:

the suite of colours that are used in the creation of media texts, such as websites and magazines, to reflect a brand and appeal to its audience.

Contrast:

Use of opposing colour

Copy:

the text of an advertisement

Depth of field:

the distance between the nearest and furthest points away from the camera that are in focus.

Dominant feature:

main or most important item which grabs attention

Empty space/white space/negative space:

use of nothing/white space for effect

Font:

style of writing

Layout

how parts of the text are put together

Logo:

identifying graphic of the company

Masthead:

A publication’s name or title in a distinctive form usually placed at the top of the front page or cover page.

Mise-en-scene:

All the elements chosen by producers to make up the content of images.

Orthographical Features:

Features of the writing system itself, such as spelling, capitalization, and punctuation.

Proportion:

size of various parts of the text

Reverse print/Reverse-out:

white on black as opposed to black on white

Rule of Thirds:

graphic effect where text is split into imaginary guidelines of thirds

Slogan:

a short and striking or memorable phrase used in advertising

Symbol:

image which represents an idea

Tag line:

short phrases that sum up a product, can be used in print and moving image promotional material.

Typography:

lettering

Anachronic

existence of something misplaced in time

Plethora

a large or excessive amount of something e.g. employs a plethora of safety benefits

Lexical antithesis

Opposite meaning words close together e.g. love and hate

Emotive language

Appeals to emotion rather than logic e.g. unbelievable comfort

Superlatives

Suggests superiority and authority e.g. the tallest, the smartest

Inclusive language

Creates unity between brand and audience e.g. we can make a change

Triadic structure

Listing three ideas/phrases for rhythm and memorability e.g. Bold. Beautiful. Brilliant.

Anaphora

Repeating a word/phrase at the start e.g. we believe in strength. We believe in power. We believe in you.

Epistrophe

Repetition at the end of Clauses e.g. I believe in freedom. You believe in freedom. We believe in freedom.

Asyndeton

Omitting conjunctions for dramatic effect e.g. Power. Persuasion. Performance.

Polysyndeton

Adding lots of conjunctions to build intensity or excitement e.g. power and speed and strength

Hyperbole

Deliberate exaggeration e.g. the phone that changed everything

other ways of saying ‘reveals elements of …’

• evokes a heightened sense of …

• communicates …

• instills a sense of …

• projects an atmosphere of …

Other ways of saying ‘The colour red reflects blood urgency’

• the red hue alludes to blood, symbolising imminent danger and heightened alertness

• Red functions as a visual metaphor for threat and urgency

• Red underscores the perilous and urgent nature of the scene

euphemism

used to discuss taboo topics in a more careful and less abrasive way

pathos

appeals to the emotions of the audience

Ethos

appeals to the credibility and character of the speaker

Logos

appeals to logic and reason

Anecdote

a short amusing or interesting story about a real incident or person

imperative sentence

gives a command, request, or instruction

Colloquial language

casual everyday speech that lacks refinement

overt prestige

the recognition and social status granted to speakers who use standard forms of language, which are often associated with higher social classes or formal education.

covert prestige

refers to the social status that speakers may gain by using non-standard forms of language or dialects

synthetic personalisation

when the advert positions itself as your friend. It seeks to establish a ‘synthetic’ relationship with you, making you feel like the advert knows you, your hopes and desires, that it is your friend, and that it is speaking to you directly.

frivolity

unserioussness 

Minor sentences