| Ad Populum | One of the fallacies of relevance in which there is an attempt to persuade on the basis of mass sentiment or patriotism.
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| Ad Verecundiam | One of the fallacies of relevance in which there is an attempt to persuade because of the testimony or reference to a celebrity or any other figure who is not an authority in the area being cited.
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| Advertising copy | The text of an ad--thw words that make up the "story" told by the ad
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| Assumptions | That which is taken for granted in advertising; some assumptions are warranted (justifiable)--some are unwarranted.
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| Avenging guardians of the social order | The nosy neighbors, the snoops, the socially superior guests--those who inhabit ads to reinforce the status quo and social order.
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| Deconstruction of an ad | Assessing its verbal message and visual message and the role of symbols and images in an attempt to analyze the various elements making up the ad.
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| Descriptive component of an ad | The extent to which the ad mirrors the society or individuals in it so it can be said to present the status quo.
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| Equivocation | One of the fallacies of ambiguity that plays on two or more different meanings of a word or phrase causing the audience to draw an incorrect inference.
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| Fallacy | An attempt to persuade by using incorrect reasoning that fails to support the conclusion drawn due to the irrelevancy of the premises, unwarranted presumptions, or an ambiguous use of language or grammatical structure.
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| Fallacy of Accent | An attempt to persuade the rests on the way in which a word or phrase is emphasized ("accented") causing the audience to draw an incorrect conclusion.
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| Prescriptive component of an ad | The extent to which the ad recommends ("prescribes") an alternative course of action or different lifestyle.
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| Rationale | A justification or reason that is offered for a plan or policy.
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| Shame | One of the four effective tricks of advertising. Shame is used to make people feel guilty for failing to act or think in line with expectations or values and beliefs.
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| Slogan | The jingle or sales line that is meant to be memorable and identify that product with this manufacturer.
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| Verbal message | What is being said in ads in terms of the text (or copy).
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| Visual message | The use of color or black and white, symbols, images, "characters," and the layout of an ad.
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