| A | B |
|---|
| Patriotism | purchasing this product shows your love of your country. |
| Transference | using the names or pictures of something or someone famous, but not direct quotations. |
| Plain Folks | the implication that 'users of this product are just like you the average person'. |
| Snob Appeal | the buyer will be sophisticated or "cool" if they buy the product. |
| Testimonial | using the words of a famous person to persuade you to buy or do something-- the association of a respected person with the product or idea. |
| Wit and Humor | Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language. |
| Card Stacking | distorting and or omitting facts about the product. |
| Glittering Generalities | words that will make you feel strongly about someone or something or using "good" labels -- not supported by facts. |
| Bandwagon | persuading people to do something through the implication that "everyone else is doing it". |
| Name Calling | using words or suggestions that the other product is bad |
| Repetition | the product name is repeated at least THREE times. |
| Product comparison | saying one product is better than another similar product. |
| Competitive | Advertising tries to persuade consumers that a product is better than or different from its competition. |
| Informative | gives consumers information about a product |
| Emotional | words that will make you feel strongly about someone or something or using good labels, such as patriotic, beautiful, exciting-- that are unsupported |
