mdsb03 midterm study sheet.docx

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Department
Media Studies
Course
MDSB03H3
Professor
Michael Petit
Semester
Fall

Description
Commodity Fetishism -advertising encourages the celebration of brands and consumption, no matter what the specific product being advertised is, or how that product was made. Consumer Culture - because of mass production, people bought and used mass produced goods from big centrally organized companies. New ways of relating to the objects of everyday life, the material culture of a consumer society developed. Commodity self -refers to how we construct our identities through the consumer products that inhabit our lives Fashion -style changes made independent of utility; obsolescence on the basis of style Bricolage - "making do" with what one has Counterbricolage -practice used by marketers and advertisers to "borrow" and sell as commodities aspects of bricolage style Puffing -exaggerated language to promote a product Icons -an image that refers to something beyond its individual components, something that acquires symbolic significance, icons represent universal concepts, emotions and meanings. Therapeutic Ethic -societies shifted from protestant work ethic, civic responsibility, and self-denial to legitimizing ideas of leisure, spending and individual fulfillment Tactic - the particular method you use to achieve something Strategy - a plan that is intended to achieve a particular purpose Chromolythography - multi-coloured images for the first time. It was used in greeting cards and the marketing of toys Scare copy - is negative appeals that jolt the consumers into a fear of social consequences that commodity consumption can prevent. For example, Lysol disinfectant argues that "She only had herself to blame" as people judge the woman's skin in the ad as too old for her husband Participatory copy - the shift from the speaking down to the consumer to a person to person discourse. A language of advertising that involves the consumer experience and invites the reader to become a part of that journey. Accomplished through testimonial spreads and directly addressing reader. “Advice” from other users Barker -public crier (also “Talker”) on the streets to attract passerbyers to events Denotation -to be a sign of sth/symbolized Connotation -an idea suggested by a word in addition to its main meaning. Differentiation - to recognize or show that two things are not the same Nostalgia -a feeling of sadness mixed with pleasure and affection when you think of happy times in the past Testimonials -a formal written statement about the quality of sth Ideology -a set of ideas that an economic or political system Is based on; one held by a particular group that influences the way people behave Overpromise - To promise more than is delivered eg. Create the image of the food that you could never recreate in your own kitchen Cult of thinness -a way of life, an attitude or an idea of thinness or slim (stereotype) Referent system - the system of sign from which the product draws its image Repeat Motif -a repetition of design, pattern or ideas. Objective correlative -a set of objects, a situation , a chain of events, which shall be the formula of that particular emotion Market segmentation -is a marketing strategy that invol
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