| A | B |
|---|
| name calling | links a person, or idea to a negative symbol |
| glittering generality | name calling in reverse; using positive words to talk about an issue |
| transfer | carries over the authority and prestige of something we respect to something they want us to accept |
| testimonial | well-known people to endorse a product |
| plain folks | attempt to convince the audience that their ideas are "of the people" |
| euphemisms | attempt to make an unpleasant reality more acceptable. It uses words that are mild, indirect or vague rather than harsh or offensive. |
| band wagon | implies that everyone else is doing it, and so should you. |
| hasty generalization | sample is too small to support a generalization about a population |
| loaded words | phrases chosen to appeal to your emotions |
| snob appeal | suggests that you can be like the wealthy, well-dressed people who support this product |
