| A | B |
|---|
| slogans/jingles | catchy songs/rhymes to help consumers remember products |
| logos | graphics or symbols that represent a company |
| beauty appeal | product makes you this beautiful; makes you like this person |
| testimonial | positive comments, usually by a famous person, about a prodcut or service |
| endorsement | statement of support for a product from a person other than advertiser |
| escape | associating products with beautiful, adventurous settings to create the illusion of getting away from it all |
| lifestyle | associating a product with a desirable style of living |
| bandwagon | attempting to sell a product by convincing consumers that everyone is rushing to use and enjoy this product |
| rebel | associating products with behaviors that contradict societal norms |
| unfinished comparisons | claiming a product works better--better than what? |
| group identification | message that, if you use this product, you will fit in with this group |
| trendsetter | message that, if you use this product, you will stand out from the crowd |
| hidden fears | playing on fears of consumers |
| before-and-after comparison | before/after pictures show results of product/treatment |
| traditional values | trying to associate with home and family |
| puffery | exaggerated claims or descriptions intended to increase a product's reputation or appeal |
