Newspaper Terminology

• Logo - tells the audience which brand or company is selling the product.
• Solgan - a short and catchy phrase,
• Product Name - The name of the product or brand being sold on the advert.
• Product Image - Shows the audience what the company or brand is selling.
• Font Size - The size of the written text on the advert.
• Anchorage - The juxtaposition of written text with an image so the writing influences how we read and understand the language and meaning of the image.
• Typeface /font styles - The style of font used for the text on .the advert
• Shot types and angles - the camera work, specifically shot distance and angles, used to capture the model and products in the shot.
• Composition and layout - The way in which all elements are org\anised.
• Colour palette - the use of colours used in an adverts design.
• Effects/Image Manipulation - effects that are achieved when editing the advert and are used to provide greater emphasis to the product of the way in which the product is sold.
• Rule of Thirds - Page is divided into 3 sections vertically and horizontally to form a grid. The content of the advert will use the grid in a way that will help sell the product. Most products use 2/3 of the page.
• Props - anything within the frame that is movable or portable.
• Location/setting - The context in which the advert is 'set', time period or location.
• Costume/Makeup - What the models/actors are wearing and the makeup used.
• Register/mode of address - The way in which an advert talks to the audience.
• Intertextual references - when a media product will reference another iconic media product.
• Rebel - Associates products with behaviours or lifestyles that oppose societys norms.
• Persuasive language - Wording that entices the audience to purchase the product or service.
• Rhetorical Question - Technique that poses a question to the consumer that demands a response.
• Scientific/Statistical Claim - Provides some sort of proof or experiment, specific numbers or impressive sounding mystery ingredient.
• Unfinished Comparison/Claim - Phrases such as : 'The leading allergy medicine!' (Who decided this? In what aspect does it lead?') and 'Works better in poor driving conditions!' (Works better than what?')
• Humour - Play on words or situations, exaggerated situations, relatable situations, etc.
• Beauty Appeal - Beauty attracts us, we are drawn to beautiful people, places and things.
• Fear - Advertisers use this negatively, to make you worry that a negative outcome will happen is you do not buy their product.
• Lifestyle - Associates product with a particular style of living/way of doing things
• Independency/Individuality - Associates product with people who can think/act for themselves.
• Escape - Appealing to imagine adventures, an escape from day to day life.
• Compliment the Customer/Consumer - Adverts flatter the customers willing to buy their product.
• Celebrity Endorsement - Associates the product use with a well known person. Convinces fans that if they buy the product they will be similar to their idol.