Advertising Principles - Evidence-based principles

Dictionary of terms used in Advertising Principles

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Gunning Fog Index

A measure of readability based on the length of sentences and large words. G = 0.4 * (S+W), where S is the average number of words per sentence, and W is the percentage of words with three or more syllables (ignoring common suffixes, such as “ed” and “ing”). The resulting index approximates the number of years of schooling needed to understand the material.. Word processing programs allow for easy assessment of readability. The analysis should exclude tables, references, subtitles, and numbers.

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