Gaffer

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Gaffer

In film, the person in charge of lighting effects. Because different lights draw out different emotions, a gaffer may be used in marketing to find the lighting (for example, for a commercial) most likely to elicit a positive response from a targeted consumer.
References in periodicals archive ?
But what about Mitt Romney's unforgettable gaffe - also at a fundraiser among the super-wealthy - when he condemned not just half of his opponent's supporters, but half of the population of the US?
The wrong words, the wrong objects and even the wrong gestures can serve as potential gaffes.
But amongst all my colleagues' amused badinage, not one accused me of perpetrating a 'gaffe Candidates, though, according to the media, gaffe daily - Charles Kennedy getting his party's tax figures confused; Charles Clarke, whose mobile phone went off at Labour's manifesto launch; Ed Matts, the Conservative who doctored his election address photos.
Talking of Sir Bobby, we could have filled a page with the football manager's comical gaffes.
Lord Taylor, aged 45, said: "I know that Prince Philip has been reported to make a number of gaffes.
With the press performing the gatekeeping functions once performed by party regulars, candidates are subject to disintegration if they commit a gaffe or are caught up in scandal.
Not all PR gaffes this year revolved around a racist theme -- the ailing and disabled were popular, if ill-advised, targets as well.
In isolation it was a fairly inoccuous mistake, but the gaffes are piling up.
WELL, new Welsh Secretary Cheryl Gillan has been in office three days and, at the time of writing, has made no gaffes - the new UK Government can consider that a result.
No matter how much such public gaffes are manipulated by the media, evidence suggests that very little changes.
These figures are just spin and poppycock" Gerry Doherty, leader of the TSSA transport union, challenging a claim that annual train punctuality has reached the 90 per cent mark for the first time since records began in 1992 "The idea of living your whole life in the public eye I find beyond repellent" TV's Clive James, who is no fan of "twittering" "I have never made any gaffes - not even one.
6 (ANI): A furious Italian Prime Minister Silvio Berlusconi has threatened to take action against journalists for reporting his latest gaffes, involving British Queen Elizabeth II and German Chancellor Angela Merkel.