Advertising Terms

Persuasion Convincing someone to think a certain thing or take a particular action

* Propaganda An attempt, often systematic, to sway the beliefs or thinking of the public

Slogan A short, catchy phrase that is easy to remember Often used to promote a product or idea

Saying the same thing numerous times in the hopes it will be believed * Repetition Saying the same thing numerous times in the hopes it will be believed

* Bandwagon A statement that everyone is using a certain product and you should too Appeals to someone’s need to feel part of a group or be like others

Using a well known person, celebrity, to promote a product or idea * Testimonial Using a well known person, celebrity, to promote a product or idea

* Emotional Appeal Appealing to someone’s emotions, either positive or negative Appealing to someone’s fears or desire to be happy and successful

Using the opinion of an expert to support a product or idea * Expert Opinion Using the opinion of an expert to support a product or idea

* Snob Appeal Appealing to someone’s desire to be elite, glamorous, or better than others Suggest you will be the best or superior

Using ordinary people to promote a product or idea * Plain Folks Using ordinary people to promote a product or idea

* Name Calling An attack on the other company or other product Stereotyping a group of people with a label

* Sweeping Generalization Applying the rules or facts about one situation to other situations or all situations A broad statement (stereotyping) about a group of people based on limited evidence

Red Herring Trying to distract someone by changing the subject, by deception, or by using details not relevant to issue

Using a conclusion to prove a point Circular Argument Using a conclusion to prove a point

Using statistics to persuade * Statistical Appeal Using statistics to persuade