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Writing for Visual Media, 4th Edition by Anthony Friedmann

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Chapter 2A Seven-Step Method for Developing a Creative Concept

ifig0001 Key Terms

  • analytic steps
  • axiom
  • behavioral objective
  • communication objective
  • communication problem
  • communication strategy
  • content
  • copy platform
  • creative concept
  • demographics
  • ethos, an appeal to
  • ethical values
  • first-person plural
  • first-person singular
  • Friedmann’s first law of media communication
  • Friedmann’s second law of media communication
  • informational objective
  • logos, an appeal to reason and argument
  • meta-writing
  • motivational objective
  • pathos, an appeal to emotion
  • present tense
  • psychographics
  • public policy problem
  • seven-step method ...

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