What term describes an attention-grabbing phrase used in advertising?

The term that describes an attention-grabbing phrase used in advertising is "slogans." Slogans are memorable and concise phrases that convey the essence of a brand or product, making them effective at capturing the attention of consumers. They are designed to be catchy and easy to remember, which helps in embedding the message in the minds of the audience.

While technical jargon refers to specialized terminology that may not be broadly understood, headlines typically serve a different purpose as they are often used to introduce a piece of content rather than being solely an advertising tool. Kickers are also attention-catching elements but are more specific to certain contexts, such as adding emphasis or excitement to a headline or subheading rather than serving as the main slogan itself. Thus, slogans are the most fitting description for phrases aimed specifically at grabbing attention in advertising.