| A | B |
|---|
| Bandwagon | attempts to persuade the target audience to do or buy something because "everyone else is doing it" |
| Glittering Generalities | intense, emotionally appealing words closely associated with highly valued concepts and beliefs; they carry conviction without supporting info or reason. They appeal to such emotions as love of country, home; desire for peace, freedom, glory, honor, ets. They ask for approval without examining the reason. This is associated with "transfer" or use of virtue words |
| Transfer | also known as association; it means projecting positive or negative qualities (praise or blame) of a person, entity, object or value to another in order to make the second more acceptable or to discredit it. For example, an ad may show kindness between two people, and then they drink a Coke. People transfer those feelings of consideration to the product itself. |
| Plain folks or Common Man | attempts to convince the audience that the product reflects the common sense of the people. It is designeed to win the confidence of the viewers by communicating in a common manner or style-- "Choosy moms choose JIF", or by showing "regular people" using the product (like Mylanta or Mop-n-Glo ads) |
| Testimonials | quotations to support or reject a given prouct. The reputation of the role (a celebrity, sports player, physician, or respected public figure) is exploited. This makes the audience identify itself with the person and accept the spokesperson's belief in the product or message |
| Slogans/Jingles | brief, striking phrase that may rhyme. They are self-perpetuating (people remember them) |
| Jargon | "Orbal has hexadryoxelene, and nanosecond technology". Fancy words are used to make the product sound sophisticated or superior. |
| Euphemism | substituting an inoffensive expression for one that is considered offensiveMy dear rat Goofy was put to sleep yesterday,” I wouldn’t need to then add, “No, Goofy died at the vet’s yesterday.”: |
| Appeals to fear: | association with not using or using a certain product resulting in tragic circumstances: anti-smoking campaigns, seat belt campaigns |
| logical fallacy | a common type of error in reasoning. All fish live in the ocean. Sea otters are fish. So, sea otters must live in the ocean |
| appeal to pity | "These starving children in Africa desperately need your help. For just 15 cents a day, you could sponsor a child who needs you so badly." |
| Appeal to vanity | "Ornum: The cologne for the loved woman" |
| Appeal to popular prejudice | "Orgal kills germs" (Everyone is for killing germs, but not if it means burnnig your throat out. Besides, some germs are benificial. |
| Appeal to newness or tradition | "Orbif is new and improved" or "same great formula that has worked for fifty years. |
| Appeal to subconscious psychological motivation | "His wife will buy him T-shirts that don't shrink. Will you? (This ad plays on mother-in-law versus daughter-in-law competition for the affection of the male involved. |
