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Advert Terms & Tools
Terms related to advertising and tools used by advertisers
| Term | Definition |
|---|---|
| Weasel Words | These are modifiers that tend to negate the claim that follows. Examples: helps, like, virtually, can be, up to, as much as, tackles, fights, resists, the feel of, the look of, looks like |
| Unfinished Claim | This is a claim in which the ad claims the product is better, or has more of something but does not finish the comparison. This is a dangling claim. Examples: Magnovox gives you more. You can be sure if it’s Westinghouse. |
| “We’re Different and Unique” Claim | This claim states simply that there is nothing else quite like the product advertised. Examples: There’s no other mascara like it. Only Doral has this unique filter system. |
| “Water is Wet” Claim | This says something about the product that is true for any brand in that product category. Examples: Mobil: the Detergent Gasoline. Old Style, the natural beer. Great Lash greatly increases the diameter of every lash. |
| “So What” Claim | This is the kind of claim to which the careful reader will react by saying, “So what?” A claim is made which is true, but which gives no real advantage to the product. Example: Campbell’s gives you not one but two chicken stocks. |
| Vague Claim | This claim is simply not clear. This category often uses weasel words and overlaps with other claim categories. The key to the vague claim is the use of words that defy exact verification. Example: Its deep rich lather makes hair feel new again. |
| Endorsement | A celebrity or authority appears to lend some of his magic powers to the product. Example: Michael Jordan wears Nike. |
| Testimonial | An individual, often a celebrity, claims to have used and had a good experience with the product. |
| Scientific or Statistical Claim | This kind of claim uses scientific proof, very specific numbers or impressive sounding words or ingredients. Example: Special Morning – 33% more nutrition. Certs contains a sparkling drop of Retsyn. |
| “Compliment the Consumer” Claim | This claim flatters the potential customer. Examples: We think cigar smokers are somebody special. You’ve come a long way baby. |
| Playing on Emotions | With this tool, advertisers often present their product as a means to satisfy basic emotional needs. Ads show that using a product can make you feel part of a community, loved, successful, admired, confident, unique, different, or cool. |
| Buzz words | Certain words are used often in print advertising because they stop the eye. Examples: new, free, save, now, real, homemade, sale, easy, taste, hurry, simply, improved, more, best and better. |
| Fear | This can be a powerful persuasive force and is often used for personal care products or public service ads. Advertisers play on the fear of failure, the fear of rejection, the fear of bad breath, underarm odor, or other real or imagined social disgraces. |
| Parity Product | This is when a category of products are all about the same and can legally claim to be “best.” They cannot, however, claim in a specific way to be better than a competitor without proof. Examples: aspirin, cigarettes, cola, milk, etc. |
| Puffery | These are claims that need no special proof in advertisers. Adjectives that “puff up” a product. The claims cannot be measured. Examples: strongest, best tasting, biggest: The Ultimate Driving machine |
| Brand Marketing | Advertisers have trained us to think in terms of brand names instead of commodities or generic goods. Brands are so well known that their names have taken the place of the generic names. Examples: Corn chips=Fritos or Doritos; facial tissue= Kleenex |
| Slogan | This is a short, catchy phrase used to promote something, such as positive product qualities, brand name identification, a positive “feeling” associated with the brand or product, reinforcement of services offered, or company or organization goals |
| Jingle | This is a catchy tune or musical verse usually played repeatedly to advertise something. Many are simply slogans presented musically. |
| Character or Mascot | This is a fictional character that appears in advertising or marketing materials for a given product or service. The character represents the brand and offers personality to brand recognition. Examples: Ronald McDonald and the Pillsbury doughboy, |
| Spokesperson | This is a figurehead who represents the voice and face of a brand or product. The spokesperson can lend credibility, humor, and/or recognition to a brand or product. |
| Logo | This is a symbol designed to represent an organization or brand. A logo offers immediate, visual brand recognition. |
Created by:
MrReise
Popular English Vocabulary sets