| A | B |
|---|
| emotional words & association | Ad uses words/images to associate product with happy times, good feelings, sex appeal, etc. |
| facts and statistics | Ad uses factual information to persuade |
| market segment | Ad customizes different versions of a product for different groups of consumers |
| hidden fears | Ad plays on consumers' fears or insecurities |
| key words | Familiar buzz words that catch people's attention |
| plain folks | Ad portrays everyday people using or endorsing product |
| testimonial | Endorsement or testimony from a well-known figure |
| avante garde | Ad appeals to our desire to have the latest and greatest, to be on the cutting edge |
| snob appeal | Ad associates product with the life of the wealthy and elite |
| bandwagon | Ad suggests that we'll be left behind if we don't join the crowd - "everybody has one, wants one...." |
| glittering generalities | Ad makes claims that sound great but can't be proven |
| magic ingredient | Ad suggests that a special ingredient will "melt fat away" or "reverse the effects of aging" and the like. |
| wit and humor | Ad amuses in order to attract attention and make a product memorable. |
| card stacking | Ad catalogs the positiveaspects of the product, remaining silent about its limitations or drawbacks. |
| involvement | Ad asks peope to respond in some way, to take an action |
| false cause | Ad implies that one thing causes another when it doesn't. |
