| A | B |
|---|
| Emotional Appeal | This technique uses words and images that appeal to your emotions rather than to your logic or reason. These emotions can be positive or negative. |
| Snob Appeal | This technique suggests that you can feel superior to others. You can be just as (beautiful, popular, well-dressed, in-shape, rich, likeable, fun etc.) as those in the ad, if you use the product. |
| Plain Folks | Ordinary people (or people who pretend to be ordinary) are often used to persuade others. People tend to believe others who seem to be similar to themselves. Because these people are “just like you,” they can be trusted. |
| Testimonial | Experts or famous people sometimes give a personal “testimony” and endorse a product or idea. However, the person giving the testimonial may not really know much about that particular product or idea. |
| Glittering Generalities | Attractive slogan or catchy jingle. Audience does not challenge the meaning. |
| Name Calling | The speaker criticizes a product/person with little or no reason or evidence. “Slamming the competition.” |
| Bandwagon | Users of this technique urge that you should do, buy, or believe something because “everyone” is doing it. The idea is to make you think you’re missing out if you don’t join in. |
| Promotional Partnership | A deal between two companies where they advertise each other's products. |
