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Transfer

The act of relating something or someone we like or respect with a product. Symbols are constantly used in this form.

Testimonial

The use of well known, respected people to endorse a product or service.

Glittering Generalities

The act of referring to words or ideas that evoke a positive emotional response from an audience. Virtue words are often used.

Plain Folks

The use of everyday people to sell a product or service. Speakers in ads appear to make the person to be one of the people.

Bandwagon

Attempts to persuade the target audience to take a course of action, "Everyone else is taking." "Join the crowd." This technique reinforces peoples natural desire to be on the winning side.

Name Calling

The use of names that evoke fear or hatred in the viewer. This technique links a person or idea to a negative symbol.

Card Stacking

Strategy of showing the product's best features. Telling half-truths and emitting or lying about it's potential problems.

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