Pronunciation: (gim'ik), [key]
1. an ingenious or novel device, scheme, or stratagem, esp. one designed to attract attention or increase appeal.
2. a concealed, usually devious aspect or feature of something, as a plan or deal: An offer that good must have a gimmick in it somewhere.
3. a hidden mechanical device by which a magician works a trick or a gambler controls a game of chance.
4. Electronics Informal.a capacitor formed by intertwining two insulated wires.

to equip or embellish with unnecessary features, esp. in order to increase salability, acceptance, etc. (often fol. by up): to gimmick up a sports car with chrome and racing stripes.

to resort to gimmickry, esp. habitually.

Random House Unabridged Dictionary, Copyright © 1997, by Random House, Inc., on Infoplease.

gimme capgimmickry
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