The writing on a media product (an advertisement, magazine, film poster, etc.)

Techniques used to communicate meaning. On an advert this can include use of colour, mise-en-scene, gestures, etc.

A person, often a celebrity, who is paid to endorse or promote a company’s products or services, becoming the face of the brand.

A small, recognisable design featured on all products and promotional materials, associated through repetition over time.

When one text is used or referenced within another. For example the use of memorable film scenes in an advert.

Categorising an audience by age, gender, ethnicity, location, social grading. Helps advertiser determine their target audience.

Categorising an audience based on personality, values and lifestyle. Helps advertisers understand their target audience.

The image that the brand projects and the associations the audience makes with the brand.

‘In your face’ advertising. These adverts are usually short, loud and employ a direct mode of address., giving clear information.

A line of copy which encapsulates the campaign strategy. A memorable, catchy phrase.

Exaggerated language used to create a dramatic effect. Often used in advertising to engage the audience.

Where the product is used in the advertisement often to suggest that using the product will result in a lifestyle portrayed.

The way in which the advert communicates its message to the audience. Informal/formal language or direct/indirect.

Usually run by an advertising agency, incorporating all of the ways in which a product, event or service is promoted.