Definition | Meaning:
- A brand’s unique verbal characteristics as expressed in the personality and style of its nomenclature and language.
Category Archives: Copywriting Dictionary
CTA
Definition | Meaning
- A call to action.
- The immediate and specific consumer action sought by a promotion.
generic descriptor
Definition | Meaning:
- The non-proprietary words which define a brand’s category.
paranym
Definition | Meaning:
- A term chosen to distract the hearer from a less desirable term.
Example | Illustration:
- The term ‘liberation’ is often used as a paranym for the term ‘invasion’.
Compare | See
- euphemism
synonym
Definition | Meaning:
- A word having a very similar meaning to another.
slogan
Definition | Meaning:
- A catch phrase typically developed in support of a short-term advertising campaign rather than a longer-term brand-building program.
Example | Illustration:
- ‘Must See TV’ was a slogan of NBC in the 1990s.
Compare | See:
- catch phrase
- strap line
- tag line
- brand line
slang
Definition | Meaning:
- The non-standard vocabulary of a given culture or sub-culture, typically consisting of coinages and figures of speech.
shibboleth
Definition | Meaning:
- A brand name or word whose native pronunciation is difficult for a non-native speaker.
semantics
Definition | Meaning:
- The study of meaning in language, including the relationship between language, thought, and behavior.
rhyme
Definition | Meaning:
- A mnemonic device in which two or more words correspond in sound.
Example | Illustration:
In English, ‘tall’ and ‘ball’ rhyme.