Getting attention: sounds, letters & script

Question 1

what makes a good slogan or brand claim? (7)

Answer 1

• gets attention
• is memorable
• can be understood easily
• emphasises brand values
• includes brand name
• is distinct from other brands
• can form the basis for the campaign

Question 2

getting attention in ads- 3 main processes>

Answer 2

-foregrounding
-deviation
-parallelism

Question 3

foregrounding=

Answer 3

psychological effect of something “standing out” in relation to what surrounds it

Question 4

Foregrounding in ads> 3 main ways to achieve>

Answer 4

-visually
-deviation
-parallelism (form of lingustic patterning)

Question 5

visual foregrounding in ads involves> (2)

Answer 5

> size & position (centrality)
colour

Question 6

Types of Deviation (as foregrounding) in ads> (5)

Answer 6

-rhyme scheme (“beanz meanz heinz”> 3rd word deviates from rhyme scheme)
- dialect change
- register
- spelling
- parallelism

Question 7

types of parallelism (as foregrounding) in ads> (4)

Answer 7

• on lang level of sound, grammar, structure
  -simple repetition
  -grammatical parallelism
  -sounds

Question 8

types of parallelism (as foregrounding) in ads> sounds> (4)

Answer 8

• alliteration
• assonance
• chime
• rhyme

Question 9

alliteration (consonance)=

Answer 9

repetition of consonant sounds

Question 10

assonance=

Answer 10

repetition of vowel sounds

Question 11

chime=

Answer 11

beginning of words sound alike

Question 12

rhyme=

Answer 12

end of words sound alike

Question 13

when is alliteration most salient> (4)

Answer 13

• at beginning of words/stressed syllables (chime)
• A stop/plosvie sound
• a capitalised letter in print
• a less commonly used sound

Question 14

types of alliteration> (2)

Answer 14

-full alliteration
-loose alliteration

Question 15

full alliteration=

Answer 15

repetition of exact sounds (‘better bit of butter’)

Question 16

loose alliteration=

Answer 16

repetition of similar sounds; sound have same PLACE & MANNER but differ in VOICING (e.g. /p/ & /b/)

Question 17

assonance features> (4)

Answer 17

• can be subtle (i.e. within words)
• most noticeable in stressed syllables (diphthong vs monophthong)
• can be part of rhyme
• might be accentuated by music in a jingle

Question 18

rhyme features> (2)

Answer 18

• found commonly in brand names & claims
• prominent in jingles up to 50s

Question 19

rhyming aphorism=

Answer 19

• rhyming aphorism as sayings
• these judged as more accurate and truthful

Question 20

-rhyming in advertising slogans, judged as>

Answer 20

more likeable, more original, easier to remember, more trustworthy and more persuasive

Question 21

Spelling in ads> uses> (2)

Answer 21

-deviant spelling–>for attention
- iconicity–>creating similarity between the spelling and the meaning (“it was longggg”> mirrors length of time grammatically)

Question 22

different typefaces in ads> (4)

Answer 22

• special characters ($£#)
• letters from other langs (ß, þ)
• accents & diacritics from other langs (ü, é,
  ç, ñ)
• different alphabets (кириллиц / 普通话 / Ελληνικά)

Question 23

reasons for typeface use>

Answer 23

• national stereotypes (e.g. german writing on beer or french on perfume)
  (^more in other lectures)

Question 24

typeface=

Answer 24

a style of lettering (e.g. ariel)

Question 25

features of typeface> (3)

Answer 25

-typography conveys connotative meanings: (seriousness, femininity etc)
- typefaces & fonts can also produce SOCIAL meaning (making us think about specific social identities)
- typefaces & fonts can also produce AFFECTIVE meaning

Question 26

affective advertising=

Answer 26

advertising that works more on our emotions/feelings than our knowledge and beliefs