Within an ad, many ways can be used to get the attention of the target audience, including: Claims and Promises

A "claim," as used here, is an assertion that a product is something, does something, or has some quality.

A "promise," as used here, means that it will benefit the buyer. Such claims and promises can be used as attention-getters, as well as during the whole process of persuasion.

Claims and promises about the product itself are discussed here (as Product-Centered) under a dozen general categories: Quality, Quantity, Beauty, Efficiency, Utility, Novelty, Stability, Reliability, Safety, Simplicity, and Rapidity.

However, the "intangibles" -- the emotional associations suggested by many ads -- are not intrinsic to the product, nor are they explicitly claimed or promised. Two dozen categories of such "added values" related to human needs and wants (such as food, activity, sex, intimacy, belonging, esteem) are discussed here (as Audience-Centered).

In actual practice, many explicit claims and implicit suggestions cluster together, appear simultaneously, and are used both for attention-getters and also the full body of the ad.