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Problem and benefit

Also called ‘benefit and need’, it refers to how the success of an advertisement depends on appealing to the desires of its readers.

Image in advertising

A major component that often tells visual narratives or employs tactics such as shock value or humor.

Slogan

Short, catchy phrases used in ads that should be memorable and relate to the image; this is known as anchoring.

Association in ads

Ads sell not only products but also values, associating abstract concepts with the product and brand.

Testimonial

Quoted satisfaction from customers or celebrities endorsing a product, showcasing their delight with the purchase.

Weasel words

Vague language used in advertising claims that can mislead consumers while sounding impressive.

Persuasion in advertising

The intent of adverts to influence thoughts, behaviors, or responses, often using various persuasive devices.