| A | B |
|---|
| bandwagon | suggests that everyone is using the product |
| testimonial | shows a popular celebrity promoting a product |
| emotional appeals | taps into certain emotions, such as happiness, sadness, or excitement. |
| glittering generalities | uses vague words- such as patriotism and freedom- that bring to mind values people agree with; often provides little or no concrete evidence. |
| humor | makes the consumers' desire to be different from everyne else; the opposite of the bandwagon appeal. |
| individuality | appeals to consumers' desire to be different from everyone else; the opposite of the bandwagon appeal.d |
| purr words | uses words that have positive connotations, such as "tasty," "fresh," or "sensational" |
| repetition | uses specific words, images, or phrases that are stated or shown over and over again. |
| snob appeal | taps into people's desire to be special or part of an elite group. |
| banner ad | promotional message that appears at the top or side of a Web site |
| billboard | large outdoor advertising sign found along highways or on buildings. |
| consumer | person or group of people who buy products or services. |
| message | the basic idea or theme that sponsors want to communicate to a target audience. |
| print ad | promotional message in a magazine or newspaper; uses design, visuals, and text to appeal to a target audience. |
| product placement | advertisement of a product or service through its use or placement in a TV show or film. |
| public service announcement | message that persuades the public to take a specific action or adopt a certain viewpoint toward an issue, an organization, or a cause. |
| radio spot | ad aired on radio; relies on music, sound effects, creative scripts, memorable voices, and effective language. |
| slogan | short, memorable phrase used in advertisements; intended effect is for people to remember the slogan and associate it with the product, such as Nike's "Just Do It" |
| sponsor | company or individual that pays to advertise a product or message. |
| target audience | specific group a sponsor hopes to persuade; members share characteristics sucah as age, gender, background, values, or buying habits. |
| trailer (teaser) | short film promoting and previewing an upcoming movie or show; appears before feature movies in theaters and on TV; often uses fast-paced visual, sounds, and special effects to make an impact. |
| TV commercial | ad broadcast on TV; uses many techniques- special effects, music, dazzling visuals, and creative scripts- to create a memorable message; often more expensive than other ads; cost varies according to the time it is aired. |
