"gimmick" in the noun sense
1. catch, gimmick
a drawback or difficulty that is not readily evident
"it sounds good but what's the catch?"
2. doodad, doohickey, doojigger, gimmick, gizmo, gismo, gubbins, thingamabob, thingumabob, thingmabob, thingamajig, thingumajig, thingmajig, thingummy, whatchamacallit, whatchamacallum, whatsis, widget
something unspecified whose name is either forgotten or not known
"she eased the ball-shaped doodad back into its socket"
"there may be some great new gizmo around the corner that you will want to use"
3. device, gimmick, twist
any clever maneuver
"he would stoop to any device to win a point"
"it was a great sales gimmick"
"a cheap promotions gimmick for greedy businessmen"
Source: WordNet® (An amazing lexical database of English)
Princeton University "About WordNet®."
WordNet®. Princeton University. 2010.
View WordNet® License