Referring to popular values or showing popular images in an ad, so that consumers will transfer their good feelings about the image or value to the advertised product. Values that may appear in associ [..]

The technique of using images and sounds to appeal to one or more of the five senses. For example, an advertiser might use the sounds and images of a hamburger on a grill. Advertisers carefully choose [..]

A tool used to get people's attention and to get people to do, buy, or believe something.

When a company directs internet advertising to a computer based on what sites the users of that computer have visited. For example, if you use your computer to search for information about sports, you [..]

The personality of a product or company that is created through its advertising and marketing.

The part of the ad that tells consumers what to do. A call to action can be express ("call now!") or implied ("our phones are open now").

Information about how a product or service works, what it contains, or what benefits it provides. Examples include statements that a pill will cause you to lose 30 pounds, or that a product is environ [..]

Someone who buys and uses products and services.

Language in an ad that is intended to qualify a claim. When an ad's headline states that a pill makes people lose weight, but a small print statement at the bottom of the page states, "when [..]

Showing a product or service as a solution for something people worry about, like bad breath, or acne, or body order. Critical thinking questions: How worried do I actually feel about this problem? Wi [..]