| A | B |
|---|
| bandwagon | To persuade everyone to join in and do the same thing. |
| testimonial | Using an important person or famous figure to endorse a product. |
| transfer | Good feelings, looks, or ideas trasferred to the person for whom the product is intended. |
| repetition | The product name or keyword or phrase is repeated several times. |
| emotional words | Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer. |
| name calling | Negative words are used to create an unfavorable opinion of the competition in the viewer's mind. |
| faulty cause and effect | Use of a product is credited for creating a positive result although no real proof is offered. |
| compare and contrast | The viewer is led to believe that one product is better than another. |
