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27 Cards in this Set
- Front
- Back
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Communications Model
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I. Speaker ->
a. Topoi b. Sends: the message i. Topic ii. Filter – live, pre-recorded, etc iii. Situation II. To: the audience – defined by demographic, values, etc a. Sends Back: Feedback |
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Popular culture
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that which is around us, new and old, sticks around or brief
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Ethos
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considerations of a speaker’s credibility (believability) and trustworthiness, audience driven, example: Bristol Palin on DWTS, trying to redefine her brand and portray herself as part of a mainstream family, “with it”
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Enthymeme
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deductive argument, main idea first than support. The best argument is argument that feels, example: Frank Sinatra “New York New York” vs. “Empire State of Mind”
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Willing suspension of disbelief
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Suspend inhibitions, justifies the use of fantastic or non-realistic elements in
works of fiction |
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Third eye
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when you hold something back when watching something critical, you suspend your attitude
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Topoi
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general forms an argument may take, possibilities, regardless of their content, choices
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Celebrity culture
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new definition of celebrity is a famous or well-publicized person –pseudo-event created by the media
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Q Factor
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likeability, familiarity
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Relationship between brand and ethos
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brand implies a promise, that you say what you will do, credibility of a product
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Types of Images
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Positive image – San Diego, Michael Jordan
Negative image – Bernie Madoff, OJ Simpson Mixed Image – most people belong to this group, Tom Cruise Contraditor image – has a positive image of something bad |
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Environmental rhetoric
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what the environment tells you or communicates to you
through the environment, nonverbal, example: supermarkets (lighting, placement of products, "Maze") |
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Ethos
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considerations of a speaker’s credibility (believability) and trustworthiness (moral character, intelligence, set of values), audience-centered
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Institutional rhetoric
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communication that is required by an institute (i.e. when you enter the store, employees have to say “how are you” even if they don’t mean it) – IR is usually passed down by corporation
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Image
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Perception, cluster of attributes, fabricated
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Brand
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Identification, promise of quality, consistency
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Perspective by incongruity
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Putting contradictory elements together to illuminate differences
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Distribution channel
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the means through which various modes of communication are given visibility, the way we receive info. (prism) (TV (DC for the people), film (classical dream) web (cutting edge), poetry, music)
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Logical Buying method
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Awareness set
Consideration set Choice Decision |
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Audit Model
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look at topoi, information seeking about business/pop culture. Use target groups, focus groups
Competition, Trends, SWOT, Main issues, Strategy, Vision Statement implementation |
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Consumption ladder
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Whales: box seats – special privilege
Dolphins: club seats – mass market; seekers, collectors, interactors Minnows: bleachers – invisible, small |
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Concept of the entertainer
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Type (All American boy, girl next door) and character (how the type is handled personally)
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Pseudo-Events
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Ambiguous truth. Not a spontaneous event, planted primarily for the immediate purpose of being reported or reproduced. More dramatic, easier to disseminate and make vivid, can be repeated at will, cost more to create – they are made worth believing because of
this. |
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Hero vs. Celebrity
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celebrity is always a contemporary; hero requires a
generation to become established. |
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3 P's
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Power
Pay Privilege |
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Phases of transformation
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Concept Development: Pick character and the type (type is genre like, character is how the
specific type is handled personally), define market size, audience size, marketing requirements Brand Testing: Can as aspirant successfully become the role and type? Test brands, focus groups, high and low levels of exposure Concept refinement: Coaching aspirants stretchable characteristics to meet the expectations of the sector and of the market – appearance, voice, movement, behavior, material Brand realization: How extensively and permanently the aspirant is transformed is central to the pursuit of high visibility |
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Boorstin's Image
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We are suffering from extravagant expectations.
Synthetic, believable, passive, vivid, concrete, simplified, ambiguous. (Some boy put vaginas covertly surrounding area) |
