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Unformatted text preview: Study Guide 13/02/2008 18:20:00 - Image the production of something that the audience can identify with - Brand a promise of reliability or authenticity Realistic Long-lasting Consistent - Topoi the options or basket of ideas Topoi exists within the product o Ex. Diet Coke will make you thin, cool o Possibilities of the product Slew of ideas associated with making a certain decision Encourages choice Natural questions coming off of topoi: o How do you go about talking about it? o What are the ideas you want to show to people? o How do you get the ideas across? - Filters what communication goes through to reach the audience How you choose to receive it, what you choose to pay attention Television, radio, etc. - Ethos: credibility, how people receive you Aristotle: o Intelligence o Moral character o Good will Boornstein: o With image you can affect the audience o...
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This note was uploaded on 05/08/2008 for the course COMM_ST 275 taught by Professor Rein during the Fall '07 term at Northwestern.
- Fall '07