Intro to advertising
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INTRO TO advertising. MEDIA TERMS. Audience The group of consumers for whom the media text was constructed as well as anyone else exposed to the text. What would the target audience look like for this ad?. MEDIA TERMS. Brand extending the brand name to other products.

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Media terms
MEDIA TERMS

  • Audience

    • The group of consumers for whom the media text was constructed as well as anyone else exposed to the text.

      • What would the target audience look like for this ad?


Media terms1
MEDIA TERMS

  • Brand

    • extending the brand name to other products.

      • E.g. Crest – toothpaste, mouth wash, whitening strips


Media terms2
MEDIA TERMS

  • Connotation

    • A description of value, meaning or ideology associated with a media text.

      • What is the meaning of this ad?


Media terms3
MEDIA TERMS

  • Construct or Construction

    • The process by which a media text is shaped and given meaning. This process is subject to a variety of decisions and is designed to keep the audience interested in the text.


Media terms4
MEDIA TERMS

  • Deconstruct

    • To take apart, analyze, or break down a media text into its component parts in order to understand how and why it was created.


Media terms5
MEDIA TERMS

  • Demographics

    • Recognizable characteristics of media consumers such as age, gender, education and income level.

      • What would the demographics look like for this ad?


Media terms6
MEDIA TERMS

  • Gender role

    • The set of behaviors that society considers appropriate for each sex.


Media terms7
MEDIA TERMS

  • Gender stereotype

    • An oversimplified or distorted generalization about the characteristics of men and women.


Media terms8
MEDIA TERMS

  • Industry

    • The agencies and institutions involved with the production of media texts. The term is also used in a more narrow sense to describe the commercial production of media texts for the purpose of making a profit.

      • E.g. The soda industry (Coke, Pepsi, Sprite)


Media terms9
MEDIA TERMS

  • Representation

    • The process by which a constructed media text stands for, symbolizes, describes or represents people, places, events or ideas that are real and have an existence outside the text.

      • What is this an Ad for? How is this place represented?


Media terms10
MEDIA TERMS

  • Slogan

    • A short, memorable advertising phrase. When a product or company uses a slogan consistently, the slogan can become an important element of identification in the public's perception of the product.  

      • E.g. Subway “Eat Fresh” 


Media terms11
MEDIA TERMS

  • Stereotypes

    • A conception of a person, group, idea, etc., held by a number of people, and allowing for no individuality, critical judgment, etc.

    • Over-simplified images or representations of people or groups of people based on race, gender, occupation, or age, which can be used to justify our popular attitudes and beliefs.

      • E.g. All old people are bad drivers.


Media terms12
MEDIA TERMS

  • Target audience

    • Specific groups of people that media producers or advertisers want to reach.

      • E.g. Shampoo commercials are generally targeted at women, depending on the product.    


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