Advertising Terms: Definitions of Advertising Basics for Middle or High School

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Are you working on an advertising project for a class project? Be sure to know these terms. This is not a full, comprehensive list of advertising terms, but it hits on most of the important terms for middle and high school students.

**Advertising Terms and Definitions

Avante Garde – The advertiser suggest 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 is then encourages the consumer to buy a higher-priced one.

Bandwagon – When a consumer is attracted to a cause, agrees to join an organization or club, or purchase an item because its popularity. The consumer is persuaded to “follow the crowd” rather than to use “evidence” to justify a choice.

Bias--An inclination of temperament or an outlook. A personal and sometimes unreasonable 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. The consumer is given only one side of the story about a product.

Emotional Word Repetition – When a consumer is conditioned to remember or persuaded to buy a product or service 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 – When a consumer is persuaded by specially chosen words that can have many different positive meanings. The advertiser implies that using their fabulous product will make the consumer’s life wonderful.

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.

Patriotism – When an advertiser implies that buying the product will show a love of country.

Persuasive Techniques--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--The spreading of ideas, information or rumor for the purpose of helping or injuring an institution, a cause or a person.

Simple Solutions – When an advertiser implies that the product will help the consumer to avoid complex problems, or 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.

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.

Testimonial – When an advertiser connects a famous or respectable person with a product through the use of quotations or endorsements from that famous or respectable person.

Transfer – When a consumer is persuaded to buy a product or service because it is associated with something attractive or respectable.

Weasel Words – When an advertiser uses words to imply meaning or facts without actually making a guarantee.

Wit and Humor – When the consumer is attracted to a product because the advertisement makes them laugh, or it is entertaining.