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above-the-line

above-the-line  

Reference type:
Overview Page
Subject:
Media studies
A term which now has come to mean mass audience advertising and promotional campaigns—for example, to describe campaigns that are targeted at high volumes of consumers in a large number of countries ...
account handler

account handler  

Reference type:
Overview Page
Subject:
Media studies
In advertising and web design agencies, the person who acts as the intermediary between the agency and the client, whose job is to interpret the client's brief and manage the process of its ...
ad retention

ad retention  

Reference type:
Overview Page
Subject:
Media studies
(market research)The percentage of consumers who recall a specific advertisement or brand even after exposure to the advertising has ceased. Advertisements thus have a residual ‘half-life’. See also ...
advertisement

advertisement  

Reference type:
Overview Page
Subject:
Media studies
An attention-grabbing presentation in any medium which typically serves the marketing function of persuading consumers to purchase a product or service but which may also function to raise or ...
advertising codes

advertising codes  

Reference type:
Overview Page
Subject:
Media studies
1. Formal, published ethical codes of professional practice within the advertising industry.2. In semiotics, conventions of form and/or content regularly employed within advertisements. See also ...
advertising cultures

advertising cultures  

Reference type:
Overview Page
Subject:
Media studies
The occupational contexts in which advertising is practised and the prevailing practices, value systems, and professional discourses within the advertising industry and advertising agencies. Compare ...
advertising discourse

advertising discourse  

Reference type:
Overview Page
Subject:
Media studies
1. In linguistics and discourse analysis, the ways in which different forms of language and various linguistic (and sometimes also visual and aural) techniques—are deployed within the advertising ...
anti-ads

anti-ads  

Reference type:
Overview Page
Subject:
Media studies
A genre of advertisements that emerged in the 1980s and drew attention to discrepancies between advertising and reality. Although anti-ads were created by commercial companies to sell products, they ...
appropriation

appropriation  

Reference type:
Overview Page
Subject:
Media studies
1. (cultural appropriation) The adoption by one cultural group of some of the cultural forms of a different cultural group (including subcultures). For instance, ‘metrosexual’ fashions can be seen as ...
audited circulation

audited circulation  

Reference type:
Overview Page
Subject:
Media studies
Industry-standard figures for the average number of copies of each issue of a particular newspaper or magazine in circulation. The actual readership is likely to be larger. These figures are ...
body

body  

Reference type:
Overview Page
Subject:
Media studies
1. Human physical form and physicality, the representation and social shaping of which has become a key focus of study in cultural studies.2. (body copy) In journalism and advertising, the main part ...
bricolage

bricolage  

The appropriation of pre-existing materials that are ready-to-hand to create something new (Lévi-Strauss). This creation both reflects and constructs the bricoleur's identity. The term is widely used ...
burst campaign

burst campaign  

Reference type:
Overview Page
Subject:
Media studies
(advertising) A campaign in which media expenditure is compressed into a series of brief periods, with relatively long gaps in between, in contrast to drip campaigns. This strategy is often used to ...
clutter

clutter  

Reference type:
Overview Page
Subject:
Media studies
All non-programming time on radio and TV; this includes time given to advertising commercials, station or channel promotions, station or channel identifications, and programme credits. Excessively ...
commercial radio and television

commercial radio and television  

Reference type:
Overview Page
Subject:
Media studies
Radio stations and television channels partly funded by advertising.
communication design

communication design  

Reference type:
Overview Page
Subject:
Media studies
An emergent field of disparate specialisms sharing a common concern for matching design features and media to different target audiences, contexts, and functions. It spans such areas as: advertising, ...
consumer culture

consumer culture  

Reference type:
Overview Page
Subject:
Media studies
See also advertising cultures; taste.1. A pejorative reference to modern Western society in terms of its domination by the marketing and consumption of goods and services (see also promotional ...
coverage

coverage  

Reference type:
Overview Page
Subject:
Media studies
1. (News coverage, media coverage) In news journalism, the relative priority, time, or space given to a particular event or issue.2. (Camera coverage) In filming, the different cameras used in ...
creative brief

creative brief  

Reference type:
Overview Page
Subject:
Media studies
(advertising) The instructions given by an account planner to a creative team (see creatives) for the work required on an ad. It includes the background to the campaign, purpose of the ad, and a ...
demassification

demassification  

Reference type:
Overview Page
Subject:
Media studies
1. A process in which a relatively homogeneous social collectivity (or one conceptualized as such) is broken down into (or reconceptualized in terms of) smaller, more diverse elements.2. The decline ...

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