SUT JHALLY COMM 289 FINAL EXAM SCRIPT
2026 EXAM Q&A STUDY GUIDE UPDATED 2026
◉ hard sell. Answer: take one thing and repeat it over and over again; a
single message has no impact, there needs to be multiple exposures for
something to be impactful
◉ consumer based approach. Answer: less focus on the uniqueness of
the product, but rather a focus on the consumer in mind when they
construct the message; finding information about your target audience
◉ consumer based approach. Answer: attempts to transform the
audience and connect them and develop relationship with the product
you're selling
◉ resonance theory of communication. Answer: focus on things that
resonate with people; the message should be familiar to people, create
stimuli that does this in an ad
◉ semiology. Answer: how meaning is constructed and how it is created
◉ transfer of meaning. Answer: the meaning of one sign (i.e. a celebrity)
is transferred to another sign (i.e. a brand) and requires us to make this
, ◉ connection. Answer: without the audience an ad is nothing and no
meaning can be created, it requires active participation
◉ codes. Answer: the makeup of advertising; understandings and
reference systems that exist outside of the ad; the interaction with the
audience gives meaning; there are societal _____ that are expected in
society (i.e. women need to be ladylike)
◉ product information. Answer: stages of products being given
meaning; telling something about the product, why you should buy it,
what the product does, can be done textually or visually
◉ product symbols. Answer: stages of products being given meaning;
product is connected to a symbol that takes on some sort of abstract
meaning and connects it to an idea (not a lifestyle); the product stands
out in the ad
◉ product connected to a person. Answer: stages of products being
given meaning; direct relationship between the product and person, no
abstract meaning, direct relationships (i.e. celebrity & product)
◉ lifestyle format. Answer: stages of products being given meaning; the
product doesn't transform you, it is just part of the scene of the life you
identify with; product is not a centerpiece of the ad
2026 EXAM Q&A STUDY GUIDE UPDATED 2026
◉ hard sell. Answer: take one thing and repeat it over and over again; a
single message has no impact, there needs to be multiple exposures for
something to be impactful
◉ consumer based approach. Answer: less focus on the uniqueness of
the product, but rather a focus on the consumer in mind when they
construct the message; finding information about your target audience
◉ consumer based approach. Answer: attempts to transform the
audience and connect them and develop relationship with the product
you're selling
◉ resonance theory of communication. Answer: focus on things that
resonate with people; the message should be familiar to people, create
stimuli that does this in an ad
◉ semiology. Answer: how meaning is constructed and how it is created
◉ transfer of meaning. Answer: the meaning of one sign (i.e. a celebrity)
is transferred to another sign (i.e. a brand) and requires us to make this
, ◉ connection. Answer: without the audience an ad is nothing and no
meaning can be created, it requires active participation
◉ codes. Answer: the makeup of advertising; understandings and
reference systems that exist outside of the ad; the interaction with the
audience gives meaning; there are societal _____ that are expected in
society (i.e. women need to be ladylike)
◉ product information. Answer: stages of products being given
meaning; telling something about the product, why you should buy it,
what the product does, can be done textually or visually
◉ product symbols. Answer: stages of products being given meaning;
product is connected to a symbol that takes on some sort of abstract
meaning and connects it to an idea (not a lifestyle); the product stands
out in the ad
◉ product connected to a person. Answer: stages of products being
given meaning; direct relationship between the product and person, no
abstract meaning, direct relationships (i.e. celebrity & product)
◉ lifestyle format. Answer: stages of products being given meaning; the
product doesn't transform you, it is just part of the scene of the life you
identify with; product is not a centerpiece of the ad
