Advertising

Question 1

Define bias

Answer 1

An inclination of temperament or outlook. In particular, bias is a personal and sometimes unreasoned judgment. Someone is bias towards what they support, bias against what they dislike

Question 2

Define framework

Answer 2

The collection of beliefs that form our bias. They might be derived from personal experience, the media, our culture, our family, our teachers, and any combination of these and other factors

Question 3

Describe a primary resource

Answer 3

Provides first hand account of events during, or shortly after, the events being described occurred. Could be a letter, diary, eyewitness testimony, reports, home videos, speeches

Question 4

What are the advantages of a primary resource?

Answer 4

Original, truthful, given emotion and insight on the times

Question 5

What are the disadvantages of a primary resource?

Answer 5

Difficult to obtain, potentially biased, vague, rushed and not objective

Question 6

Define Pathos

Answer 6

Appeal to emotion (ex. sex appeal)

Question 7

Define Logos

Answer 7

Appeal to reason (usually factual)

Question 8

Define Ethos

Answer 8

Appeal to credibility or character

Question 9

Describe the technique: Facts and Figures

Answer 9

Statistics and objective factual information are used to prove superiority of the product (Logos)

Question 10

Describe the technique: Weasel Words

Answer 10

Suggest a positive meaning without actually making any guarantee (Pathos or Logos)

Question 11

Describe the technique: Magic Ingredients

Answer 11

The suggestion that some miraculous discovery makes the product exceptionally effective (Pathos or Logos)

Question 12

Describe the technique: Patriotism

Answer 12

The suggestion that purchasing this product shows your love of your country (Pathos)

Question 13

Describe the technique: Plain Folks

Answer 13

The suggestion that the product is a practical product of good value for ordinary people (Ethos)

Question 14

Describe the technique: Avant Garde

Answer 14

The suggestion that using this product puts the user ahead of the times (Pathos or Logos or Ethos)

Question 15

Describe the technique: Transfer

Answer 15

Positive words, images and ideas are used to suggest that the product being sold is also positive

Question 16

Describe the technique: Snob Appeal

Answer 16

The suggestion that the use of the product makes the consumer part of an elite group with a luxurious or glamorous lifestyle

Question 17

Describe the technique: Bribery

Answer 17

Offers you something extra

Question 18

Describe the technique: Bandwagon

Answer 18

The suggestion that you should join the crowd or be on the winning side by using a product - you don’t want to be the person without it!