| A | B |
|---|
| Propaganda | is a form of persuasion that is meant to get people to believe in something or take some action automatically, without thinking for themselves. |
| Bandwagon | encourages you to do something just because everyone else is |
| Testimonial | uses well known or trusted people to promote a product or idea; they may or may not know much about it |
| Transfer | depends on images and inference to get a message across; audience transfers image into opinion about a product or idea. |
| Emotional Words | uses words that appeal to the emotions and senses instead of to reason. |
| Repetition | name of a product is repeated throughout the sales pitch in order for it to stick in the audience’s head. |
| Theme | the main message of an advertisement |
| Slogan | Contains the product’s name and one theme. |
| Endorsements | a person’s approval of a product for advertising purposes |
| Guarantees | make people believe they are getting a better deal–special offers, cash back, coupons, free samples, etc. |
| Statistics/Polls | use information such as surveys and graphs numbers and percents to convince the customer which product to purchase |
| Humor | Children. Animals: people love to laugh at and watch little children and frisky animals. Young people connect with these; older people remember back when they were younger |
| Color | color advertising sells products better than black and white |
| Blues and greens | (calm colors) create a relaxing feeling that helps sell aftershaves and perfumes. |
| Reds and yellows | (warm colors) sell items like sports cars. |
| Claim | a writer's position on a problem or an issue |
| Support | the reasons and evidence that are used to prove the claim |
| Policy speech | a speech that recommends a plan of action or a set of guidelines or rules to address an issue |
| Appeal to pity, fear, or vanity | uses strong feelings rather than facts to persuade |
| Loaded language | uses words with strongly positive or negative connotations |
| Ad hominem | attempts to discredit an idea by attacking the person's character rather than his or her argument |
| Stereotyping | makes a broad statement about people on the basis of their gender, ethnicity, race, or political, social, professional, or religious group |
| Persuasive techniques | methods intended to encourage you to accept his or her argument |
| Argument | expresses a position on an issue or problem and provides support for that position |
| Counterarguments | arguments made to address points that someone with an opposing view might raise |
| Rhetorical fallacies | false or misleading statements |
