Key terms
Concept
An idea or theme that is highlighted in an advertisement to attract and persuade the audience.
Urgency
Importance requiring swift action
Idea
A thought or understanding that an advertisement wants to convey (similar to a concept)
Language Features
Elements of language used in ads to convey meaning and persuade, such as catchy phrases, slogans, word choice, punctuation, and figurative language.
Perspective
The viewpoint or angle that an advertisement presents, influencing how the audience perceives the product or service.
Positioning
How an advertisement is designed to influence the audience to view the product or service in a certain way. Advertisers use specific techniques to shape the audience's perception and reaction.