Commercial Terms Flashcards

0
Q

Weasel Words

A

“Weasel words” are used to suggest a positive meaning without actually making a true guarantee.

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1
Q

Avante Garde

A

The suggestion that using this product puts the user ahead of times.

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2
Q

Magic Instructions

A

The suggestion that some almost miraculous discovery makes the product exceptionally effective.

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3
Q

Patriotism

A

The suggestion that purchasing the product shows your love of your country.

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4
Q

Transfer

A

Positive words, images, and ideas are used to suggest that the product being sold is also positive. In other words, a device by which the propagandist links the authority or prestige of something well respected and revered, such as church or nation, to something he would have us accept.

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5
Q

Plain Folks

A

The suggestion that the product is a practical product of good value for ordinary people.

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6
Q

Snob Appeal

A

The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle.

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7
Q

Bribery

A

Offers the buyer something “extra.”

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8
Q

Bandwagon

A

The suggestion that you should join the crowd or be on the winning side by using a product- you don’t want to be the only one without it!

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9
Q

Propaganda

A

The use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion, to adopt a certain behavior or to perform a particular action.

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10
Q

Name Calling

A

Links a person, or idea, to a negative symbol.

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11
Q

Glittering Generalities

A

Use of virtue words; the opposite of name calling, in other words, links a person, or idea, to a positive symbol.

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12
Q

Testimonial

A

A public figure or celebrity promotes or endorses a product, a policy, or a political candidate.

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13
Q

Fear

A

Plays on deep-seated fears; warns the audience that disaster will result if they do not follow a particular course of action.

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14
Q

Bad Logic

A

An illogical message is not necessarily propagandistic; it can be just a logical mistake; it is propaganda if logic is manipulated to promote a cause.

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15
Q

Unwarranted Extrapolation

A

Making huge predictions about the future on the basis of a few small facts.

16
Q

Pathos

A

An attempt in an advertisement to provoke an emotional response in the consumer.

17
Q

Logos

A

An appeal to logic or reason, giving evidence and statistics to the consumer.

18
Q

Ethos

A

An appeal to credibility or character, trying to convince the consumer that the company is more reliable, honest, and credible. This includes statistics stated from experts or celebrity endorsements.