| A | B |
|---|
| band wagon | appeal is that everyone else is taking action appeals to people's desire so they won't be left out |
| glittering generalitites | name-calling in reverse; uses virtue words to influence people to accept or approve a product or service without examining the evidence |
| incorrect generalization | most offten is false; contains words like none, all, every, always, never, etc.; a broad statement about a number of people and things; usually to broad to be true |
| transfer | carries over auhtority, sanction, and prestige of something we respect and revere to a product or service being promoted |
| testimonial | a famous perosn speaking in favor of a product or service |
| either or | gives only two choices when really there are many more |
| snob appeal | appeals to people who want to be better than the average person |
| plain folks | direct opposite of snob appeal; usually uses a very personable speaker to appear as a typical average person |
| fear | playing on consumers' deep-seated fears can influence them to buy a product or service; example- a person selling insurance |
| repetition | refers to repeating a word, phrase, or sentence |
| exigency | refers to an urgent situation that requires immediate action; requires buyer to buy product in a usually brief period of time |
| free or bargain | makes people think they'll get something for nothing or more than they paid for |
| subliminal message | one designed to act on the mind; the consumer usually infers a meaning from such a message that is often incorrect |
