Words made through a morphological process:

• Crunch 

• Wrap

Name the process. 

• Compounding

Persuasive effect: The word ‘crunch’ describes the texture of the product, while the word ‘wrap’ refers to how it is assembled (the ingredients are wrapped in a tortilla). When put together, ‘Crunchwrap’ communicates an auditory experience that satisfies an appetite. 

Supporting design elements: No supporting elements. 

Words made through a morphological process:

• Arby 

• -nator

Name the process. 

• Affixation 

Persuasive effect: The first word, ‘Arby’ is the name of a restaurant chain. By beginning the name of the sandwich with the name of the restaurant, it is assigned to that brand. The second word, ‘nator’ is a play on words. The true suffix is ‘ator,’ meaning ‘one that does,’ and ‘nator’ sounds similar to ‘terinator.’  The resulting meaning is ‘one who ends,’ which is intimidating. It suggests that Arby’s sandwich is so hardy that it will satiate consumer's hunger. 

Supporting design elements: The burgers take center stage in the advertisement, dominating the composition. Colors traditionally associated with fast food, yellow and red, are bold and in-your-face colors which further support the idea of intimidation. 

Words made through a morphological process:

• Bacon 

• -nator

Name the process. 

• Affixaton

Persuasive effect: Similar to the Arbynator, this word utilized the invented suffix ‘-nator.’ It differs from the Arbynator in that it does not use the name of a restaurant. Instead, it highlights the special ingredient, bacon, by using the word as a prefix. This sandwhich is all about the bacon, and it will also satiate your hunger. 

Supporting design elements: Similar to the Arbynator advertisement, the Baconator is the focus of this composition. Its light colors contrast with the dark background, emphasizing its  ingredients rather than the brand it belongs to. 

Words made through a morphological process:

• Skinny 

• Delicious

Name the process. 

• Compounding

Persuasive effect: The word ‘skinny’ communicates that the food is low calorie. However, it is paired with the word ‘delicious’ to reassure customers that it is still flavorful. 

Supporting design elements: To highlight that the food is low calorie, its menu-photo is simple and elegant. The hamburger is the focus of the composition and is set against a green salad background. The negative spaces around the food emphasize that there is not too much of it. 

Words made through a morphological process:

• Mayonnaise 

• Ketchup

Name the process. 

• Compounding 

Persuasive effect: This word functions as a literal description of the product—a mixture of mayonnaise and ketchup—rather than communicating a metaphorical message. 'Mayo’ is a nickname for mayonnaise, and ‘chup’ is emphasized when saying ‘ketchup.’ The invented word, ‘mayochup,’ creates a new meaning while preserving the identities of each condiment.

Supporting design elements: A stream of each condiment is depicted flowing into a bowl, directly illustrating that the product is a mixture of the two.

Words made through a morphological process:

• Gold 

• Fish

Name the process. 

• Compounding

Persuasive effect: The word ‘gold’ brings to mind images of triumph and gold medals, suggesting to consumers that this is a winning snack. The word ‘fish’ simply describes the shape of the crackers. When put together, ‘goldfish’ refers to a specific type of fish. A goldfish is a quintessential childhood pet and the crackers are often given to children, so the word connotes a sense of playfulness. 

Supporting design elements: The yellow-orange in the packaging references the color of a goldfish as well as cheese, a main ingredient in the crackers. 

Words made through a morphological process:

• Cheese 

• It 

Name the process. 

• Compounding 

Persuasive effect: The word ‘cheese’ is playfully changed to ‘cheez’ which makes consumers think of smiling. This conveys the idea that when consumers eat Cheez-Its, they will smile because they enjoy them so much. The word ‘it’ added to ‘cheez’ turns the phrase into a term that means “make it cheesy.” 

Supporting design elements: Macro images of Cheeze-Its are pictured on the packing, along with images of blocks of cheese. Both reinforce that this snack has a strong, cheese flavor. 

Words made through a morphological process:

• Pop 

• Corner

• -s

Name the process. 

• Compounding and affixation

Persuasive effect: ‘Popcorners’ is a play on the word popcorn. The word ‘pop’ refers to the way the chips are cooked, which is “popped, never fried.” The word ‘corner’ highlights how this snack is not rounded like a traditional piece of popcorn. Instead, it is a chap with edges. When the word is spoken, it sounds like ‘popcorn’ up until the last three letters (e, r, and s) are pronounced.  The -s is a plural suffix that indicates that there are many chips in the bag.

Supporting design elements: The packaging supports that this snack is similar to popcorn. ‘Pop’ is written in bright red letters and features two, small white action lines that emphasize the movement associated with the action of popping. An image of popcorn is also featured, highlighting that the snack tastes similar to popcorn. 

Words made through a morphological process:

• Drizzle 

• Delicious

Name the process. 

• Compounding 

Persuasive effect: The word ‘drizzle’ is used to describe a feature of the product while the word ‘delicious’ is used to describe the quality of the product. They work together to mean "super drizzly and tasty.”  

Supporting design elements: Enticing pieces of white chocolate, a main ingredient in the product, are arranged around the bag, hinting that the snack is delicious. Two drizzles of white chocolate are positioned in the upper left-hand corner of the composition and reinforce the snack’s name. 

Words made through a morphological process:

• Dough

• Delightful

Name the process. 

• Compounding 

Persuasive effect: The words ‘dough’ and ‘delightful’ are combined to make a play on the word delightful. It signifies that the dessert tastes good, and that it is made with cookie dough ice cream. 

Supporting design elements: No supporting elements. 

Words made through a morphological process:

• Tim 

• bits 

Name the process. 

• Compounding 

Persuasive effect: The first word, ‘Tim’ is used to brand the product (as in Tim Hortons). The second word, ‘bits’ refers to the product. Because Tim Hortons sells coffee and pastries, the name ‘Timbits’ suggests small pieces of breakfast food. 

Supporting design elements: The packaging depicts Timbits with legs. They seem to be bouncing up and down, suggesting that someone could easily pluck them up and pop them into their mouth. Additionally, the ‘i’ in ‘Tim’ and ‘bit’ are dotted with a Timbit icon, further communicating their small size. (It is as if the Timbits jumped up to dot the ‘i’s’.) 

Words made through a morphological process:

• Explore 

• S’mores

Name the process. 

• Compounding 

Persuasive effect: The name of the cookie is a combination of the words ‘explore’ and ‘s’mores,’ but the resulting word suggests the phrase “exploring more.” A double meaning is created: 1). a cookie that tastes like the traditional summertime treat, and 2). a suggestion/motivator to explore the outdoors. 

Supporting design elements:  The text is paired with a photograph of young girls playing and laughing outdoors. Salmon pink corner accents combine with the blue and green palette of the photograph connects the product to childhood. 

Words made through a morphological process:

• Nutritious 

• Grain

Name the process. 

• Compounding 

Persuasive effect: The word ‘nutritious’ connotes that the bar is healthy, and the word ‘grain’ means the bar contains grains. Together, the words communicate that the bar is nutrient-packed and a good breakfast choice. Customers will feel good about their decision to eat a NutriGrain Bar because it is healthy.

Supporting design elements: The bar’s nutritional value is highlighted in the package’s composition through a singular strawberry and a few carefully arranged oats. This modest arrangement emphasizes the simplicity of ingredients used in the bar, supporting the message that it is a healthy option.

Words made through a morphological process:

• Go

• Yogurt

Name the process. 

• Compounding 

Persuasive effect: The word ‘go’ suggests movement in two ways: 1). that the snack itself is able to be transported, and 2). that it will give the person who consumes it the ability to move. After eating Go-Gurt, the person will have the energy to move through their day. 

Supporting design elements: ‘Go-Gurt’ is placed on a yellow-green background that arches towards the right, as if in motion. The packaging depicts a boy riding a skateboard holding a tub of yogurt. The extreme perspective suggests that he grabbed the yogurt quickly and is now on his way. Because he is on a skateboard, the audience gets the impression that this snack is perfect for ‘on-the-go.’ 

Words made through a morphological process:

• Super

• Berry

Name the process. 

• Compounding 

Persuasive effect: The word ‘super’ indicates that the smoothie is high in protein. The word ‘berry’ references the main ingredients in the smoothie, berries. The term ‘superberry’ alludes to the “strength giving” power of the smoothie, as well as the large amount of berries used.

Supporting design elements: The oval icon in the upper right-hand corner communicates the smoothie's protein content. The shark fin peaking through waves implies a predator at peak performance which the smoothie will help consumers achieve. 

Words made through a morphological process:

• Frappé

• cappuccino

Name the process. 

• Compounding 

Persuasive effect: Merriam Webster’s Dictionary defines ‘frappé’ as a partially frozen drink or  thick milkshake. In the word ‘frappuccino,’ ‘frappe’ refers to a partially frozen drink. The word ‘cappuccino’ is a drink made with espresso, and when paired with ‘frappé’ it means a “partially chilled cappuccino.” In reality, a frappuccino is not a chilled cappuccino, but using ‘cappuccino,’ an Italian word, makes chilled coffee seem more elevated.  When customers purchase this drink, they can enjoy the feeling of drinking a refreshing Italian coffee. 

Supporting design elements: No supporting elements. 

Words made through a morphological process:

• Tropical 

• Boba

Name the process. 

• Compounding 

Persuasive effect: Together the words signify tropical-flavored bowls that include boba.

Supporting design elements: The ad features a warm, sunset color palette which supports the tropical theme. Boba is positioned at the front of the bowls, highlighting it as a key ingredient. 

Words made through a morphological process:

• Re-

• fresh 

• -er 

Name the process. 

• Affixation

Persuasive effect: The prefix ‘re-’ suggests restarting or beginning again. When added to the word ‘fresh,’ it means to be fresh or energized again. Unlike traditional, more masculine energy drinks, the Starbucks Refreshers offer a feminine, bright burst of energy. 

Supporting design elements: The vibrant, warm tones support the idea of “refreshing” because they feel bright and energetic. The dynamic forms above the cups also call to mind energy coursing through the body.

Words made through a morphological process:

• Kool 

• Aid

Name the process. 

• Compounding 

Persuasive effect: The word ‘kool’ is a play on the word ‘cool.’ It is a funkier way to spell the word than the latter which makes it appealing to children. The word ‘aid’ means that it gives the consumer something they need. When put together, the words actually have two meanings: 1). the drink gives consumers something cool in temperature to drink when it is hot, and 2). that the drink will aid in making the drinker more cool than they were before.

Supporting Design Elements: The drink packet features a drink-pitcher character, the Kool-Aid man. Kool-Aid man is cool; he wears street-style clothes and has a fun, inviting expression on his face. He is holding a glass of Kool-Aid, and that, in combination with him being a pitcher, references the drink itself. 

Words made through a morphological process:

• Lemon

• Head

Name the process. 

• Compounding 

Persuasive effect: The word ‘lemon’ is used to describe the flavor. When paired with the word ‘head’ it creates a meaning similar to that of ‘metalhead,’ (someone who loves metal music), but in this case, someone with an affinity for lemon flavor.

Supporting Design Elements: Below the ‘lemonhead’ text there is a lemon with a face. This personification, and serves as a visual representation of being a lemonhead.  Because it is a figural element, it also creates a connection to the consumer. Its smiling face makes it a charming icon that invites an audience to enjoy lemon candy.