2. Ethical Adj. Associated with Values Or Principles; Moral

Advertising Vocabulary # 1 (Honors)

1. appeal – n. an attempt to persuade or convince a person or group; logos

= logical appeal, Ethos = ethical appeal, Pathos = emotional appeal

2. ethical – adj. associated with values or principles; moral

3. logical – adj. associated with reasoning, facts and data; rational

4. emotional – adj. associated with emotions and feelings

5. product placement – n. paying a movie or t.v. show to display a product during filming

6. slogan – n. a phrase that is identified with a company or organization

7. copy – n. the words in an advertisement or article

8. target audience – n. the group of people who an ad is intended for

9. spot – n. a broadcast advertisement (radio or television)

10. testimonial – n. an ad that uses existing customer recommendations to sell a product

11. bandwagon advertising – n. using popularity to sell a product

12. nostalgia – n. pleasant memories

13. endorsement – n. use of a celebrity in an ad

14. Promo/Teaser – indicate the best story in the newspaper, usually at the top of the front page

15. Nameplate/Flag – The newspaper’s name

16. Infographic – diagram, chart, map or list that conveys data pictorially

17. Jump Line – the line in a newspaper telling the reader where the story continues

18. Caption/Cutline – Information about a photo or illustration

19. Headline – The story’s title or brief summary 20. Mug shot – small photograph of a person, usually just the face of a person

Advertising Vocabulary #2 (Honors)

1. perspective – n. the view or outlook of a particular person or group

2. circulation – n. the number of copies a newspaper or magazine sells

3. impression – n. the number of consumers who see an ad

4. branding– v. assigning characteristics or image to a product or company

5. media literacy – n. understanding and analyzing media messages

6. FCC (Federal Communications Commission) – n. government agency that regulates mass media

7. Nielson ratings – n. a survey system designed to measure the size of television audiences

8. brand loyalty – n. when consumers continue to purchase a specific brand’s product or service

9. mass media – n. any method of communication that reaches a large number of people

10. consumer – n. someone who purchases

11. sound bite – n. a brief portion of a speech or interview

12. time-sensitive – adj. only relevant for a short period of time

13. Headline Summary/Deck – a smaller headline below the main headline

14. Flair/Display Head – Flashy jazzed up headline that adds drama/flair to a story

15. Index – a directory of the newspaper’s contents 16. Initial Cap/Drop Cap – a larger capital letter set into the opening paragraph of a special story

17. Byline – the story writer’s name, often followed by key credentials

18. Refer – a brief reference to a related story elsewhere in the newspaper

19. Reverse Type – White or light words set against a black or dark background

Journalism Vocabulary # 3 (Honors)

1. bias – n. favoring a personal belief or idea

2. objective – adj. not affected by personal feelings

3. subjective – adj. based on personal experience rather than fact

4. credible – adj. deserving of trust

5. propaganda – n. information that is designed to mislead or persuade

6. editorial – n. an article that presents opinion

7. slander – n. false or hurtful information that is spoken

8. libel – n. false or hurtful information that is printed

9. censor – v. to ban printed or broadcast materials

10. network – n. a company that provides programs to be broadcast

11. affiliate – n. a local broadcast station that is owned by a larger network

12. broadcast journalism – n. news reports that are presented on television or

the radio

13. Liftout Quote – a quotation from the story that gives graphic emphasis

14. Gutter – the white space running vertically between elements on a page

15. Cutout – a photo in which the backgrouns has been cut away, also called a

silhouette 16. Text – the type for the stories in a newspaper

17. Photo Credit – a line giving the photographer’s name and the wire service

they work for

18. Sidebar – a related story often boxed that accompanies a story

19. Cutoff Rule – the line used to separate elements on a page