Commercial Terms Flashcards
Weasel Words
“Weasel words” are used to suggest a positive meaning without actually making a true guarantee.
Avante Garde
The suggestion that using this product puts the user ahead of times.
Magic Instructions
The suggestion that some almost miraculous discovery makes the product exceptionally effective.
Patriotism
The suggestion that purchasing the product shows your love of your country.
Transfer
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.
Plain Folks
The suggestion that the product is a practical product of good value for ordinary people.
Snob Appeal
The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle.
Bribery
Offers the buyer something “extra.”
Bandwagon
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!
Propaganda
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.
Name Calling
Links a person, or idea, to a negative symbol.
Glittering Generalities
Use of virtue words; the opposite of name calling, in other words, links a person, or idea, to a positive symbol.
Testimonial
A public figure or celebrity promotes or endorses a product, a policy, or a political candidate.
Fear
Plays on deep-seated fears; warns the audience that disaster will result if they do not follow a particular course of action.
Bad Logic
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.