Graphology and Advertising

Question 1

graphology

Answer 1

the look and appearance of text

Question 2

grapheme

Answer 2

an individual mark that has meaning

Question 3

font

Answer 3

bold/italics/size

Question 4

typeface

Answer 4

specific names for the appearance of the text e.g comic sans

Question 5

serif

Answer 5

a slight projection finishing off the stroke of a letter

Question 6

sans-serif

Answer 6

a style of type without serifs

Question 7

gothic/ blackletter typeface

Answer 7

dramatic thin and thick strokes, sometimes elaborate swirls on serifs.

Question 8

deviant spelling

Answer 8

spelling something in a non-standard way on purpose

Question 9

what is the primary job of an advert?

Answer 9

create the brand through images and associations

Question 10

demographics

Answer 10

visual characteristics of a population

Question 11

psychographics

Answer 11

beliefs, habits and ideologies

Question 12

what are methods of persuasion in text?

Answer 12

appeal to expertise
emotionally engaging
illusion of choice/ control