| A | B |
|---|
| Glittering Generalities | Slogans or phrases promise great things, but little or no evidence is provided |
| Bandwagon | Creates the desire to join a large group of “satisfied customers”, Makes one feel left out if not with the crowd |
| Testimonial | A famous person or expert endorses a product, The hope is that you will buy the product because the person is considered famous or credible |
| Appeal to Prestige / Snob Appeal | Creates an elite image for the audience to desire, Suggests that by using the product, the customer becomes part of an elite and glamorous group |
| Plain Folks | A spokesperson appeals to the audience by connecting with them, This strategy suggests that because the audience can identify with the spokesperson, and because the spokesperson uses the product, the audience should use the product, too |
| Name Calling | Negative statements are made about the competition, No proof or evidence is offered as support |
| Innuendo | Aims to give the competition a negative image or feeling, Although the competition is not named, it is obvious who the ad is targeting |
| Card Stacking | Only the good points (or the bad points of a competitor) are listed, You get all of one side, but none of the other |
| Appeal to Emotions | Loaded language and images are used to connect with the audience’s emotions, Emotional connection can be “happy” or “sad” |
| "Feel ten years younger" | Glittering Generalities |
| "All of these people can’t be wrong" | Bandwagon |
| Celebrities | Testimonial |
| Luxury | Appeal to Prestige |
| "People like us" | Plain Folks |
| …than the leading brand (says name of brand) | Name Calling |
| hints at the target’s identity | Innuendo |
| makes you think “This is too good to be true” | Card Stacking |
| “It just takes a little to help” | Appeal to Emotions |
