| A | B |
|---|
| text | the words or images you see |
| subtext | the meaning below the surface |
| pathos | technique relies on emotional appeal |
| logos | technique relies on logical appeal |
| ethos | techniques relies on trust |
| decode | to break down meaning |
| consumer | someone who buys something |
| association | linking a product to a feeling |
| nostalgia | thinking about the past in a positive way |
| testimonial | remarks a celebrity or expert makes to support a product |
| bandwagon | everyone is doing it and so should you |
| intensity words | these words like "best" or "most" hype a product |
| maybe words | these words like "may" or "some" are also known as weasel words |
| rhetorical question | the answer is obvious |
| gist | the general idea |
| bias | prejudice in favor or against |
| sensational | quick and intense reaction |
| unsubstantiated | not supported by facts or evidence |
| credentials | skills and experience that qualify someone for a job |
| legitimate | thought of as real, official, or acceptable |
| source | where a story/ad come from |
| verify | something that can be confirmed |
| bogus | another word for fake |
| clickbait | eye catching headlines meant to distract |
| retraction | printed material is wrong, a correction must be made |
| propoganda | info that is meant to sway your point of view |
| byline | tells who is the author |
| objective | not influenced by personal opinions |
| subjective | influenced by personal feelings |
| pseudoscience | fake science |
| elite | the best of the best |
| cliche | an overused statement |
