KEY TERMS

Question 1

Title

Answer 1

Type of font and its use of colour comment on the nature of the magazine and the context of its readership .

Consider how some magazines place their title in front of the subject on the cover, while others place it behind their subject

eg. Bold, serif and high contrast suggests strength and are often used for opinion megazines such as Newsweek

Question 2

Ears and Teasers

Answer 2

The upper left and right corners are knowns as the ‘ears’ of the cover. Headlines in the ears are also called ‘teasers’, as they invite the reader to look inside the newspaper/magazine.

Question 3

Headlines and Captions

Answer 3

These are statements, questions or phrases which capture the reader’s attention and lead the articles; lines that stand out the most

eg. ‘How do you solve a problem like Sarah?’ captures the reader’s attention. The caption ‘She’s bad news for the GOP - and for everybody else, too’ smacks of bias, which is appropriate for opinion magazines.

Question 4

Photograph

Answer 4

Most magazine covers include photographs of people or people’s heads (known as ‘headshots’). Consider the camera angle in relation to the subject. Looking down on a subject may make her appear weak. Looking up at a subject may make her appear strong.

eg. The camera is slightly below Sarah Palin’s eye level, making her appear relatively strong. However, this full body shot makes her look rather insecure.

Question 5

Symbol

Answer 5

What goes into the composition? Objects tend to symbolise abstract ideas.

Question 6

Lighting and Colour

Answer 6

Is the lighting crisp or warm? Is high or low CONTRAST? What associations do you have with the colours? Brigher images generally exclude warmth and friendliness

eg. Notice the use of red, which grabs the reader’s attention. Red is in the US flag, the title and Palin’s running shirt. It is also the colour of the Republican Party. Her legs reflect and ‘shine’.

Question 7

Visual narrative

Answer 7

Advertisements usually include a photograph or image which tells a story.

Question 8

Copy

Answer 8

Use to describe the text or words in the advertisement.

Question 9

Tagline

Answer 9

Catchphrase that leads the advertisement, should be memorable

eg. ‘Go from place to place. Without going from pump to pump!’ The use of alliteration and repetition makes this tagline memorable

Question 10

Signature

Answer 10

The use of the product’s name and logo acts as a kind of signature.

People have a sense of attachment to it.

Can portray a certain social class (apple logo)

Question 11

Slogan

Answer 11

This is a phrase used by a product or brand for all of its marketing purposes.

Question 12

Parallelism

Answer 12

Refers to the use of parallel sentences structures or phrases in consecutive order

eg. Obama uses three clauses, making the sentence very long, but the clauses are easy to follow because they all have the same structure: If there is anyone out there (1) who still doubts… (2) who still wonders…. (3) who still questions… Obama’s speeches are famous for their use of parallelisms, and there is more than one example in this victory speech.

Question 13

Hypophora

Answer 13

A common technique is to start a speech with hypophora, in which the speaker firsts asks a question and then answers it.

eg. In Obama’s speech, the word ‘answer’ is used regularly as an obvious signpost of the speaker’s intention to give his audience answers. Note that here the questions were embedded in the first sentence and not asked as direct questions, as it customary with hypophora.

Question 14

Repetition

Answer 14

Key ingredient to any speech. There are different forms of repetition, such as anaphora, which is the same phrase at the beginning of each sentence.

eg. Notice that the opening words of the second, third and fourth paragraphs are the same: ‘Its’ the answer.’ This gives the audience a sense of direction and the speech a sense of structure.

Question 15

Antithesis

Answer 15

This is the contrasting of two ideas in a sequence. The word ‘but’ is sometimes used to highlight the opposite nature of these ideas.

Question 16

Figurative speech

Answer 16

Figurative speech refers to any form of language that is not meant literally. Than can include many devices from rhetorical questions to imagery.

Question 17

Tricolon and Polysyndeton

Answer 17

Speeches often include lists of three, as this appeals to audiences’ ears. Polysyndeton is a way of listing items to include ‘and’ instead of commas, in order to stress/emphasise the importance of something.

Question 18

Allusion

Answer 18

Refers to another speech or famous phrase. By using Allusion, speakers not only associate themselves with the ideas of the original text but also create a bond with the audience by evoking shared knowledge.

Question 19

Varied sentence length

Answer 19

Cadence and rhythm are in important in speech writing, as speeches are meant to be spoken and heard. One way to capture an audience is by varying the length of sentence

One sentence for a paragraph:
- Emphasise a point
- Effect of making you linger > pauses when saying the speech

eg. Obama is famous for his long, eloquent sentences which are followed by short, punchy ones. For example, the long line that starts with ‘It drew strength from the not-so-young’ is juxtaposed with ‘This is your victory’.

Question 20

Ethos

Answer 20

The writers attempt to persuade by appealing to the reader’s moral values, comes from an authoritative figure

Question 21

Pathos

Answer 21

A direct appeal to the emotions of an audience to provoke a specific feeling or feelings

Question 22

Turn point

Answer 22

Presenting the opposite of the argument

Question 23

Body language

Question 24

Anchoring

Answer 24

Process of making an image meaningful by adding words OR
Process of making words meaningful by adding an illustration

eg. The image is anchored by the caption/copy/slogan

Question 25

Superlative

Question 26

Comparative