| A | B |
|---|
| Bandwagon | Using the argument that because everyone is doing it, you should, too. |
| Card Stacking | Telling only one side of the story as there is no opposing view. |
| Flag Waving | Connecting the person, product, or cause with patriotism. |
| Glittering generality | Using positive or idealistic words based on detail or minor attribute to create an association in the reader's mind between the product and something that is good, valued and desired. |
| Name Calling | Using negative or derogatory words to create an association in the reader's mind between the person or object and something that is bad, feared, or distasteful. |
| Plain folks | Using a person who represents the "typical" target of the ad to communicate to the target audience the message that because we are alike and I would use/buy/believe this, you should, too. |
| Red Herring | Highlighting a minor detail as way to draw attention away from more important details or issues. |
| Testimonial | Using the statement of someone famous or an expert to make you believe in a product. |
| Transfer | Linking a goal or idea with a product, cause or person. |
| Loaded words | This technique involves using words with negative connotations, or associations. |
| Appeal to emotion | Using visuals or words to make your audience feel a strong emotion (sympathy, anger, fear, pity or even a positive emotion like hope) to act |
| Faulty reasoning | Using a flawed argument to convince others |
