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Connotation6 March 2012

A word's connotation is the aura of emotion that is associated with the word through personal experience. It is the opposite of 'denotation', which is what a word literally stands for. For example, the... more

Conflict in advertising6 March 2012

Including a conflict situation in an ad helps sell a product or an idea. This advertising technique relies on the audience's interest in seeing the conflict resolved. If you think about how children... more

Coherence6 March 2012

Coherence describes the sytematic connection of ideas in a written piece. Coherence is achieved through the use of linking words and the integration of illustrations. Coherence is what helps an idea... more

Bandwagon effect6 March 2012

The bandwagon effect is a propaganda technique that suggests one should do something because everyone else is doing it. It is an argumentation fallacy, because something does not have to be true if everyone... more

Appeal to authority6 March 2012

Appeal to authority is an argumentation technique, in which one refers to a source that claims to have authority. It is an argumentation fallacy because it assumes that authorities or institutions are... more

Anti-advertising6 March 2012

An anti-ad draws your attention to and makes you aware of the conventions of advertising. In effect anti-ads seems to tell the audience that they are smart enough to see through the tricks played by... more

Analogy6 March 2012

Analogy is a cognitive process of transferring traits from one thing or idea to another. In propaganda we often see false analogies used as a tool to persuade an audience, where the target is unjustly... more

Allusion6 March 2012

An allusion is a form of figurative language in which reference is made to text, event, person or place. By alluding to one of these, the writer relies on the reader's contextual knowledge and makes... more

Alliteration6 March 2012

Alliteration is the repetition of sound at the beginning of several words. For example, 'strive, strife and style' all begin with the 'st' sound. This cartoon also shows an example of alliteration where... more

Using the criteriafree6 March 2012

It is good practice to use the assessment criteria regularly in class. Students should have quick and easy handouts of the criteria that can be used at any given moment. Even though a form of assessment,... more