| A | B |
|---|
| association | Using images like a cartoon in the hope that you'll transfer your good feelings about the image to the product. |
| call to action | Telling you what to do--"Buy today!" or "Vote now" --removes all doubt about next steps. |
| claim | Informing you about how the product works or helps you out. |
| games and activities | Putting a commercial into the form of a game to get to know more about the product and spend more time with it. |
| humor | Using advertising that makes you laugh and catch your attention. |
| hype | Using words to make products seem really exciting--such as "amazing" and "incredible" |
| must-have | Suggesting that you must have the product to be happy, popular, or satisfied. |
| fear | Using a product to solve something you worry about, like bad breath. |
| prizes, sweepstakes, and gifts | Using a chance to win a prize to attract attention. |
| repetition | Repeating a message or idea so you remember it. |
| sales and price | Showing a discounted price to make the product look better. |
| sense appeal | Using images and sounds to appeal to your senses: sight, touch, taste, or etc. |
| special ingredient | Promoting a special ingredient may make you think the product works better than others. |
| testimonial | Featuring someone, like a celebrity, saying how the product worked for them. |
