advertisement
An attention-grabbing presentation in any medium which typically serves the marketing function of persuading consumers to purchase a product or service but which may also function to raise or ...
advertising discourse
1. In linguistics and discourse analysis, the ways in which different forms of language and various linguistic (and sometimes also visual and aural) techniques—are deployed within the advertising ...
advertising formats
1. Widespread conventions of form and/or content that can be discerned in ads within a particular medium. Three key elements in ad formats are product, person, and setting. On television, the ...
advertising theme
An advertising appeal used in several different advertisements to give continuity to an advertising campaign. For example, Visa credit cards are advertised as the “most widely accepted card”, while ...
appeal
1. A persuasive strategy employed in a message. See advertising appeals; ego appeals; fear appeals; guilt appeals; social acceptance appeals.2. (audience appeal) (television and radio) A loose ...
ego appeals
In advertising, and in any persuasive communication, a psychological and rhetorical strategy which emphasizes the benefit of some product or course of action in terms of your self-esteem, pride, or ...
fear appeals
A psychological and rhetorical strategy in persuasive communication such as advertising that seeks to evoke a response of fear or anxiety in the audience by showing them an undesirable outcome that ...
guilt appeals
A psychological and rhetorical strategy in persuasive communication such as advertising, classified as both emotional and negative, which seeks to arouse in the individual feelings of guilt which the ...
negative appeal
(advertising) A persuasive strategy that plays upon the consumer's anxieties and stresses what they would lose by not purchasing the product or service. See also advertising appeals; fear appeals; ...
positive appeal
(advertising) A persuasive strategy that stresses what the consumer would gain by purchasing the product or service. See also advertising appeals; compare negative appeals.
price appeals
A psychological and rhetorical strategy in advertising that seeks to persuade consumers that a particular product or service is cheaper or better value for money than its rivals. A rational appeal; ...
rational appeal
In persuasive communication such as advertising and political communication, rhetorical strategies based on information or argument (see also product-information format). In advertising, this ...
social acceptance appeals
In persuasive communication, particularly in advertising, a rhetorical strategy which plays on the audience's desire to gain the approval of others. It is an emotional appeal to a common personal ...
utilitarian appeal
(advertising) A psychological and rhetorical strategy which emphasizes the benefit of some product or service in terms of its practical functionality. This is a rational appeal rather than an ...
