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Study Guide - Study Guide 18:20:00 ← Image – the...

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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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Study Guide - Study Guide 18:20:00 ← Image – the...

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