Pin Me

Advertising Terms & Definitions for Middle School

written by: Kellie Hayden • edited by: Donna Cosmato • updated: 2/8/2012

Need some help understanding the terminology used in class, or are you working on an advertising project? This list of advertising terms should help.

  • slide 1 of 2

    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.

  • slide 2 of 2

    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.