Sut Jhally Exam #2 (Comm 287) 2025
Questions and Answers 100% Pass
product based approach - ✔✔selling based on what is unique about the product
hard sell - ✔✔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 - ✔✔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 - ✔✔attempts to transform the audience and connect them
and develop relationship with the product you're selling
resonance theory of communication - ✔✔focus on things that resonate with people; the
message should be familiar to people, create stimuli that does this in an ad
semiology - ✔✔how meaning is constructed and how it is created
transfer of meaning - ✔✔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 - ✔✔without the audience an ad is nothing and no meaning can be created,
it requires active participation
COPYRIGHT © 2025 BY GRACE AMELIA, ALL RIGHTS RESERVED 1
, codes - ✔✔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 - ✔✔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 - ✔✔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 - ✔✔stages of products being given meaning; direct
relationship between the product and person, no abstract meaning, direct relationships
(i.e. celebrity & product)
lifestyle format - ✔✔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
clutter - ✔✔there are so many mediums of advertising, how do you make yours stand
out?
the "fifth stage" - ✔✔shock-factor, being associated with being edgy, cutting edge, and
controversial; i.e. prison, death row, etc.
emotional impact - ✔✔categories of the fifth stage; eliciting an emotional reaction in a
different part of the body (especially the heart)
self referential - ✔✔categories of the fifth stage; playing on peoples notions or a sense
that they know what ads are about; explicit referencing to advertising
COPYRIGHT © 2025 BY GRACE AMELIA, ALL RIGHTS RESERVED 2
Questions and Answers 100% Pass
product based approach - ✔✔selling based on what is unique about the product
hard sell - ✔✔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 - ✔✔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 - ✔✔attempts to transform the audience and connect them
and develop relationship with the product you're selling
resonance theory of communication - ✔✔focus on things that resonate with people; the
message should be familiar to people, create stimuli that does this in an ad
semiology - ✔✔how meaning is constructed and how it is created
transfer of meaning - ✔✔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 - ✔✔without the audience an ad is nothing and no meaning can be created,
it requires active participation
COPYRIGHT © 2025 BY GRACE AMELIA, ALL RIGHTS RESERVED 1
, codes - ✔✔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 - ✔✔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 - ✔✔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 - ✔✔stages of products being given meaning; direct
relationship between the product and person, no abstract meaning, direct relationships
(i.e. celebrity & product)
lifestyle format - ✔✔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
clutter - ✔✔there are so many mediums of advertising, how do you make yours stand
out?
the "fifth stage" - ✔✔shock-factor, being associated with being edgy, cutting edge, and
controversial; i.e. prison, death row, etc.
emotional impact - ✔✔categories of the fifth stage; eliciting an emotional reaction in a
different part of the body (especially the heart)
self referential - ✔✔categories of the fifth stage; playing on peoples notions or a sense
that they know what ads are about; explicit referencing to advertising
COPYRIGHT © 2025 BY GRACE AMELIA, ALL RIGHTS RESERVED 2
