| A | B |
|---|
| avante garde | The advertiser suggests that the product will put the consumer ahead of the crowd by having the product first. |
| bait and switch | When an advertiser attracts the attention of the consumer with a low-priced product or service but then encourages the consumer to buy a higher-priced one. |
| bandwagon | When an advertiser attracts the attention of the consumer with a low-priced product or service but then encourages the consumer to buy a higher-priced one. |
| bias | A personal and sometimes, an unreasoned judgment that, consumers have already made about a topic, product or person. |
| card stacking | When an advertiser stresses only the positive qualities and does not tell any of the negative ones. |
| comparison | When an advertiser compares one product to another of the same type |
| emotional word repetition | by repeating, again and again in different tones, the name of the product or service. |
| facts and figures | When an advertiser uses statistical evidence and facts to prove that a product is better than another product. |
| glittering generalities | The advertiser implies that using their fabulous product will make the consumer’s life wonderful. |
| heart strings | When an advertiser uses ads that draw you into a story to make you feel good. |
| jingle | A light, rhythmical verse or short song used by advertisers. |
| magic ingredients | When an advertiser implies that a scientific or miraculous discovery makes the product outstanding. |
| name calling/mudslinging | When an advertiser is “slamming the competition” claiming that their product is better than another. |
| patriotism | When an advertiser implies that buying the product will show a love of country |
| persuasive | A strategy or method that a person, group or company uses to persuade the consumer to agree with the author or speaker’s point of view. |
| plain folks | When an advertiser implies that the product is a great value for everyday, “plain folks.” |
| propaganda | he spreading of ideas, information or rumor for the purpose of helping or injuring an institution, a cause or a person |
| simple solutions | the one product will fix several problems. |
| slogan | Catchword or motto used by an advertiser. |
| snob appeal | When an advertiser implies that the product will make the consumer part of the rich, famous or elite group |
| special ingredient | When an advertiser adds something to set it apart from the competition |
| stereotyping | A standardized mental picture that is held in by members of a group that represents an oversimplified opinion, prejudice attitude or uncritical judgment. |
| target or intended audience | The age group and gender that the author wants to persuade. |
| technique | A method ads use to persuade customers to buy the products. |
| testimonial | When an advertiser connects a famous or respectable person with a product |
| transfer | When a consumer is persuaded to buy a product or service because it is associated with something attractive or respectable |
| weasel words | Words that are misleading or deceptive. |
| wit and humor | When the consumer is attracted to a product because the advertisement makes them laugh, or it is entertaining |
