| A | B |
|---|
| Bandwagon | Everyone is buying it, so you should too |
| Avant-Garde | Product is so new that you have to be the first to own it |
| Facts & Figures | Statistics, percentages, and numbers used to convince |
| Transfer | Associate the good feelings in the ad with the product |
| Testimonial | Use of celebrities or normal people to endorse products |
| Weasel Words | Words like helps, looks like, or fights that are meaningless |
| Unfinished Claim | Comparison without what it is being compared to |
| Rhetorical Claim | Ask questions to link ideas/emotions with the product |
| Unique Claim | Focus on a single element found only in their product |
| Copy | Actual text of ad where claims and techniques are used |
| Logo | A unique design that identifies the company visually |
| Slogan | Catchphrase associated with company and/or product |
| Headline | Short piece of text in larger type that is first thing seen |
| Image | Any photo, drawing, illustration, or chart meant to sell |
| Target Audience | Group of people advertisers are trying to persuade |
