Organic Candy Flashcards
What is the main goal of corporate communication?
To establish and maintain a favorable reputation, increase brand visibility, persuade customers to buy products, and portray the company as ethical and environmentally conscious.
How is typography used in marketing?
Typography conveys meaning through font choice, spacing, size, and layout, influencing perceptions of readability, appeal, and effectiveness.
What meanings can heavier fonts convey in marketing?
Heavier fonts may be seen as significant, solid, assertive, but also potentially arrogant.
What does expanded letter spacing imply?
Expanded spacing can suggest openness and “breathing room,” while narrow spacing may feel precise but uncomfortable.
How are cursive and upright fonts perceived differently?
Cursive fonts feel personal, handcrafted, and traditional, while upright fonts are seen as formal, impersonal, and mass-produced.
How does framing affect marketing visuals?
Framing connects or divides elements, guiding the viewer’s focus and perception of the content.
What does the vertical axis represent in visual composition?
The top represents ideals and promises, while the bottom shows reality or factual information.
How does the horizontal axis convey information in visuals?
Answer: In left-to-right reading cultures, the left represents known information, while the right introduces new information.
How is salience used in advertising?
Salience emphasizes certain elements through size, color, or positioning to attract attention.
What does “othering” mean in marketing?
It highlights negative traits in competitors to create a positive contrast for the promoted product.
What is the paradox of organic candy?
Organic candy is a manufactured product that contradicts expectations of being natural and healthy, requiring redefinition.
How do companies redefine organic candy?
By transferring the qualities of “natural and healthy” to candy and emphasizing differences from regular candy.
What is semantic displacement in organic candy marketing?
Associating meanings of health and nature (like fruits or vitamins) with organic candy through symbols and packaging.
How is hedging used in marketing language?
We use hedges to soften what we say or write. Hedges are an important part of polite conversations because they make what we say less direct. The most common form of hedges are modal verbs, vague language, adverbs
What role does technical jargon play in advertising?
It creates scientific and authoritative connotations, even when lacking detailed support.
What are the symbolic connotations of natural ingredients?
They imply simplicity, tradition, and healthiness, often reinforced through natural colors and materials.
How does packaging convey a product’s values?
By using materials like paper or glass to suggest tradition, naturalness, and sustainability.
What is synthetic personalization?
It is the tendency to use special kind of language that gives the impression that anonymous individual are treated as individuals
Addressing people directly (imperatives, you…), rhetorical questions, and colloquial language
How is gaze used in synthetic personalization?
By having participants in visuals look directly at the viewer to create a personal connection.
What is the narrative of “doing well by doing good”?
Organic candy brands make an effort to associate their brands with social and environmental projects in order to present themselves as socially responsible business
What is the discourse of natural health marketing?
It contrasts nature as ideal and safe with technology as dangerous and unnatural, promoting nature’s protective power.
What qualities are emphasized in natural product marketing?
Attributes like organic, natural, low-calorie, eco-friendly packaging, and renewable materials.
How do companies promote ethical values in organic candy?
By associating their brands with environmental projects and fair-trade practices.
What storytelling techniques are used in organic candy marketing?
They present candy as artisanal, homemade, and tied to traditional lifestyles, emphasizing quality and care.
