| A | B |
|---|
| glittering generalities | vague comparisons without details |
| plain folks | uses ordinary people and situations |
| emotional appeal | tries to appeal to your fear, anger, pity or sense of humor |
| testimonial | people saying something positive about the product |
| scientific approach | uses statistics, tests, surveys, and pseudoscientific jargon |
| snob appeal | gives impression that people of elegance and wealth use product |
| bandwagon | everybody else is doing it, your should too |
| transfer | group unrelated things for a stronger effect |
| name-calling | blame problems on a particular group, person, or idea |
| card stacking | present one side and hide the other |
| symbols | uses a catchy picture that consumer will remember |
| new and improved | better because of some innovation |
| more for your money | larger size gives more for less |
| personal endorsement | famous person advertises the product |
| good looks | puts the product in an attractive setting |
| vanity | convinces consumer he will look better if he uses the product |
