stopping power

English

Noun

stopping power (uncountable)

1. The ability of a weapon (typically a firearm or other ranged weapon) to rapidly incapacitate or immobilize a target.

   Troops in the Philippines preferred the .45 over the .38 because of its greater stopping power against charging tribesmen.

2. (advertising) A research measure that captures a print advertisement's ability to grab the attention of the reader; also known as the attention rating.

   The Victoria's Secret ad's racy image generated strong stopping power ratings.

3. (particle physics) The retarding force exerted on a high-energy particle by interactions with the medium through which it passes.

See also

• advertising
• attention
• brand linkage
• motivation
• persuasion