Sut Jhally Exam 2 2025 Questions
and Answers 100% Pass
Rosser Reeves - ✔✔-Main Spokesperson for old strategy: hard sell aka USP (unique
selling proposition).
-Anicin was most successful example of a hard sell.
-Reduce product to a few meaningful characteristics and hammer it into peoples heads.
Tony Schwartz - ✔✔-Major name associated with new strategy of the soft/ deep sell.
-Cant just talk to people, have to talk with them
-Takes what consumer knows and changes them to have a different relationship with it.
-reflection and change of a consumers feelings towards a brand.
"Resonance" Theory of communication - ✔✔Take stuff that is familiar with people and
use the audience as a participant instead of a target.
Partipulation - ✔✔When audiences have to participate in their own manipulation.
Jerry Goodis Quote- adverts are wrapping up your dreams and selling them back to
you - ✔✔Not a mirror that shows you exactly who you are, but it is distorted and
makes people feel a certain way.
Semiology - ✔✔-Is the study of signs.
COPYRIGHT © 2025 BY GRACE AMELIA, ALL RIGHTS RESERVED 1
, -Focuses on how meaning is made
-Everything has a sign and therefore a meaning
What is a sign made up of? - ✔✔1. The signifier (The carrier of the meaning)
2. The signified (what the meaning is)
The signifier stays the same, but if you change the signified, the sign changes.
A signifier is empty of meaning, a sign in full of meaning.
3 components to how this meaning of ads works
(sarah jessica parker GAP ad) - ✔✔1. Transfer of meaning
2. The audience to make the transfer (partipulaton)
3. Audience needs access to referent systems (codes) to complete the meaning.
Four Formats of advertising
1st- - ✔✔#1- Product Information Format
product <--> information
Question: What does the product do?
2nd format - ✔✔#2- Product Image Format
product <--> setting/context <--> symbol
Question: What does it mean to use this symbol?
-connects product to a meaning through a symbol
COPYRIGHT © 2025 BY GRACE AMELIA, ALL RIGHTS RESERVED 2
and Answers 100% Pass
Rosser Reeves - ✔✔-Main Spokesperson for old strategy: hard sell aka USP (unique
selling proposition).
-Anicin was most successful example of a hard sell.
-Reduce product to a few meaningful characteristics and hammer it into peoples heads.
Tony Schwartz - ✔✔-Major name associated with new strategy of the soft/ deep sell.
-Cant just talk to people, have to talk with them
-Takes what consumer knows and changes them to have a different relationship with it.
-reflection and change of a consumers feelings towards a brand.
"Resonance" Theory of communication - ✔✔Take stuff that is familiar with people and
use the audience as a participant instead of a target.
Partipulation - ✔✔When audiences have to participate in their own manipulation.
Jerry Goodis Quote- adverts are wrapping up your dreams and selling them back to
you - ✔✔Not a mirror that shows you exactly who you are, but it is distorted and
makes people feel a certain way.
Semiology - ✔✔-Is the study of signs.
COPYRIGHT © 2025 BY GRACE AMELIA, ALL RIGHTS RESERVED 1
, -Focuses on how meaning is made
-Everything has a sign and therefore a meaning
What is a sign made up of? - ✔✔1. The signifier (The carrier of the meaning)
2. The signified (what the meaning is)
The signifier stays the same, but if you change the signified, the sign changes.
A signifier is empty of meaning, a sign in full of meaning.
3 components to how this meaning of ads works
(sarah jessica parker GAP ad) - ✔✔1. Transfer of meaning
2. The audience to make the transfer (partipulaton)
3. Audience needs access to referent systems (codes) to complete the meaning.
Four Formats of advertising
1st- - ✔✔#1- Product Information Format
product <--> information
Question: What does the product do?
2nd format - ✔✔#2- Product Image Format
product <--> setting/context <--> symbol
Question: What does it mean to use this symbol?
-connects product to a meaning through a symbol
COPYRIGHT © 2025 BY GRACE AMELIA, ALL RIGHTS RESERVED 2
