| A | B |
|---|
| Bandwagon | Everyone else believes it why shouldn't you |
| Testimonial | Famous people like it therefore so should you |
| Emotional Appeal | What would you do if all your possessions were lost in a fire? Fearful |
| Plain Folks | Ordinary people can be trusted |
| Snob Appeal | You want the best just like the rich and famous |
| Word Choice | Choose words that will influence the reader's perception of an item or issue |
| Rhetorical question | No answer is required, but the answer is obvious |
| Repetition | Repeating the same word or phrase |
| Parallelism | re-using the same word structure |
| Analogy | making a comparison |
| Hyperbole | an exaggeration |
| Irony | Sacrasm, puns, words that have more than one meaning |
