| A | B |
|---|
| Bandwagon | This approach tries to convince people that everyone has or does something. |
| Testimonial | This approach uses a celebrity to endorse (sell) a product. |
| Plain Folk | This approach tries to convince people that rich or powerful people are just like everybody else. |
| Transfer | This approach tries to connect feelings or thoughts of a symbol to the product or person. |
| Euphemism | This approach removes the emotional response from an expression or phrase. |
| Name calling | This approach tries to damage a reputation with negative words. |
| Glittering Generalities | This approach links positive words with a person or product. No specific wording is included. |
| Fear | This approach motivates people into action or to buy a product because they are afraid. |
| Ethical appeals | This approach motivates people into action by appealing to their sense of what is right or wrong. |
| Logical appeals | This approach motivates people into action by appealing to what makes sense to them. It is often backed up with facts or statistics. |
| Emotional appeals | This approach motivates people into action by appealing to their emotions: fear, love, anger, compassion. |
