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Mass Communications > Final Exam > Flashcards

Final Exam Flashcards

1
Q

Pseudo-event

A

A news worthy event staged specifically to attract public attention
-Ex: Bush ending the war, Red Bull send someone to space to get Red Bull space suit on the news

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2
Q

Video News Release

A

Get news station to cover your stuff by doing the least amount of work possible
Preproduced reports about a client or its products distributed free of charge to television stations

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3
Q

Flog

A

Fake blog

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4
Q

Transparentists

A

PR companies should be more clear about their ads and be less deceptive and tell the truth

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5
Q

Complaints about Ads

A
  • They are intrusive
  • They are deceptive
  • They exploit children
  • They demean and corrupt culture
  • They sell values
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6
Q

Defending Ads

A
  • They support our economic system
  • People use ads to gather information before making buying decisions
  • They make “free” media possible
  • They increase national productivity and improve the standard of living
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7
Q

AIDA Approach

A 
To persuade comsumers, advertising must:
attract ATTENTION
create INTEREST
stimulate DESIRE
promote ACTION
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8
Q

USP

A

Unique Selling Proposition: highlighting the aspect of a product that sets it apart from other brands in the same product category

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9
Q

What are the different kinds of advertising strategies?

A

AIDA, USP, glittering generalities, emotional appeal, celebrity testimonial, bandwagon, plain folks appeal, snob appeal, sex appeal, and patriotism

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10
Q

Myth Analysis

A
  1. Ads incorporate myths in mini-story form, featuring characters, settings, and plots.
  2. Most stories in ads involve conflicts, pitting one set of characters against each other (Dance competition movies)
  3. Such conflicts are negotiated or resolved by the end of the ad, usually applying or purchasing a product.
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11
Q

Magic Bullet Theory and Hypodermic Needle Theory

A

Media has a direct and immediate affect on people

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12
Q

Limited Effects

A

Gives researchers more to study (Add to this)

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13
Q

Selective Exposure

A

Not everyone is watching the same media, so everyone will be affected differently

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14
Q

Selective Retention

A

Everyone won’t remember everything the same way

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15
Q

Selective Perception

A

Everyone won’t perceive everything the same way

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16
Q

Agenda Setting

A

Media doesn’t tell us what to think, but tells us what to think about

17
Q

Social Scientific Experiment

A

Done with studies and experiments and need to expose a group and a control group to a variable

  • Ex: Do portrayals of drugs and alcohol in media increase the use of them?
  • Need group (drug t.v.) and control group (normal t.v.)

IT DEPENDS

18
Q

Cultural Critical Theory

A

How do elites use media to maintain power and control?

19
Q

Frankfurt School

A

Thought that media was bad because the Nazis used media to make Germany a fascist country and valued serious art and thought it brought people toward a better life

20
Q

First Amendment

A

Congress shall make no law…abridging the freedom of speech or of the press

21
Q

Indecency

A

Depicts sexual or excretory activities in a way that is offensive to contemporary community standards

22
Q

Obsenity

A

Illegal, but its very hard to charge people today and almost no one gets arrested

23
Q

Seven Dirty Words

A

George Carlin said them during one of his comedy skits

24
Q

Slander

A

Oral or spoken defamation that are not protected by the First Amendment

25
Q

Libel

A

False or malicious publication of material that damages someones reputation (written)

26
Q

Clear and present danger

A

Abbie Hoffman
“Free speech means the right to should theater in a crowded fire.”
What does it really mean to have freedom of speech?

27
Q

Focus Groups

A

When small groups of a targeted public are interviewed, providing the PR operation and its client with feedback

28
Q

Limited Effects Theory

A

Media’s influence is limited by people’s individual differences, social categories, and personal relationships

29
Q

neo-Marxism Theory

A

Theory that people are oppressed by those who control the culture as opposed to the base

Mass Communications (2 decks)

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