| A | B |
|---|
| public service ads | similar to other ads or commercials except they do not sell products or services for money; support for ads come from non-profit organizations such as American Cancer Society or the Red Cross |
| advertising appeal | an attempt to draw interest to an ad; among the most common are humor, emotion, sex, testimony, bandwagon, comparison, economy, and prestige |
| propaganda | the name given to any organized, widespread attempt to influence people's thinking behavior |
| account executive | a representative of an advertising agency who works with businesses to try to sell the agency's creative ideas to them |
| copywriter | a person at an advertising agency who writes the text for an ad |
| classified ad | an inexpensive, brief advertisement placed by individuals or businesses, classified by subject, and collected in one place in the newspaper |
| display ad | advertisements with photos or images as well as headlines in large type; these appear in various sizes and shapes throughout the paper |
| body copy | the text of an ad, which supports and expands what the headline says |
| logo | an easily identifiable "flag" in an advertisement that may combine art and copy and that is associated with the product |
| slogan | a short, catchy phrase that helps an ad's audience identify the product |
| picture-window format | a standard print advertising layout in which the illustration is the dominant element |
| copy-heavy format | a standard print advertising layout that emphasizes words rather than visuals |
| tool line | a black line that can vary in thickness and length from use to use in a print advertisement |
| type-specimen format | a standard print advertising layout that usually has little copy and wants to "shout" something to the reader; its main elements are the headline and the subhead |
| circus format | a standard print advertising layout that is visually very busy and filled with headlines, small illustrations and copy blocks |
| multipanel format | a standard print advertising layout that has at least two dominant illustrations |
| cost analysis | an itemized overview of all expenses |
| mock-up ad; spec ad | a dummy advertisement that uses information and artwork geared to a specific business made for the purpose of convincing the business to run an actual ad in a publication |
| tearsheet | a copy of the page on which an advertisement appeared |
