Organic Candy

Question 1

What is the main goal of corporate communication?

Answer 1

To establish and maintain a favorable reputation, increase brand visibility, persuade customers to buy products, and portray the company as ethical and environmentally conscious.

Question 2

How is typography used in marketing?

Answer 2

Typography conveys meaning through font choice, spacing, size, and layout, influencing perceptions of readability, appeal, and effectiveness.

Question 3

What meanings can heavier fonts convey in marketing?

Answer 3

Heavier fonts may be seen as significant, solid, assertive, but also potentially arrogant.

Question 4

What does expanded letter spacing imply?

Answer 4

Expanded spacing can suggest openness and “breathing room,” while narrow spacing may feel precise but uncomfortable.

Question 5

How are cursive and upright fonts perceived differently?

Answer 5

Cursive fonts feel personal, handcrafted, and traditional, while upright fonts are seen as formal, impersonal, and mass-produced.

Question 6

How does framing affect marketing visuals?

Answer 6

Framing connects or divides elements, guiding the viewer’s focus and perception of the content.

Question 7

What does the vertical axis represent in visual composition?

Answer 7

The top represents ideals and promises, while the bottom shows reality or factual information.

Question 8

How does the horizontal axis convey information in visuals?

Answer 8

Answer: In left-to-right reading cultures, the left represents known information, while the right introduces new information.

Question 9

How is salience used in advertising?

Answer 9

Salience emphasizes certain elements through size, color, or positioning to attract attention.

Question 10

What does “othering” mean in marketing?

Answer 10

It highlights negative traits in competitors to create a positive contrast for the promoted product.

Question 11

What is the paradox of organic candy?

Answer 11

Organic candy is a manufactured product that contradicts expectations of being natural and healthy, requiring redefinition.

Question 12

How do companies redefine organic candy?

Answer 12

By transferring the qualities of “natural and healthy” to candy and emphasizing differences from regular candy.

Question 13

What is semantic displacement in organic candy marketing?

Answer 13

Associating meanings of health and nature (like fruits or vitamins) with organic candy through symbols and packaging.

Question 14

How is hedging used in marketing language?

Answer 14

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

Question 15

What role does technical jargon play in advertising?

Answer 15

It creates scientific and authoritative connotations, even when lacking detailed support.

Question 16

What are the symbolic connotations of natural ingredients?

Answer 16

They imply simplicity, tradition, and healthiness, often reinforced through natural colors and materials.

Question 17

How does packaging convey a product’s values?

Answer 17

By using materials like paper or glass to suggest tradition, naturalness, and sustainability.

Question 18

What is synthetic personalization?

Answer 18

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

Question 19

How is gaze used in synthetic personalization?

Answer 19

By having participants in visuals look directly at the viewer to create a personal connection.

Question 20

What is the narrative of “doing well by doing good”?

Answer 20

Organic candy brands make an effort to associate their brands with social and environmental projects in order to present themselves as socially responsible business

Question 21

What is the discourse of natural health marketing?

Answer 21

It contrasts nature as ideal and safe with technology as dangerous and unnatural, promoting nature’s protective power.

Question 22

What qualities are emphasized in natural product marketing?

Answer 22

Attributes like organic, natural, low-calorie, eco-friendly packaging, and renewable materials.

Question 23

How do companies promote ethical values in organic candy?

Answer 23

By associating their brands with environmental projects and fair-trade practices.

Question 24

What storytelling techniques are used in organic candy marketing?

Answer 24

They present candy as artisanal, homemade, and tied to traditional lifestyles, emphasizing quality and care.

Question 25

Why is “authenticity” important in corporate communication?

Answer 25

Brands aim to promote themselves as authentic to build trust and align with consumer values of transparency and ethics.