Literary and Advertising Terms

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Advertisement

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A notice or announcement promoting an idea or product.

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Argument

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A genre of writing where the writer conveys their position on a topic and uses research, evidence, and reasoning to persuade others.

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Audience

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The group of people that a piece of writing, media, or art is intended for. Called Target Audience in advertising.

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Characterization

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The ways an author reveals and develops a character’s personality, often including what a character thinks, says, does, feels, and how others act toward them.

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Claim

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An opinion or idea supported by evidence throughout the body of an essay or paragraph; sometimes called the thesis.

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Concluding Paragraph

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The final paragraph in an essay that restates the thesis and summarizes the essay’s key ideas.

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Conflict

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The struggle between two opposing forces in a story, which can be between two characters or within one character struggling with a particular problem.

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Context

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Information that clarifies what is happening in a moment or situation.

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Copy

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Text in an advertisement meant to support its slogan and persuade a target audience to action.

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Counterclaim

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An argument that supports the opposing viewpoint.