| Term | Definition |
|
bandwagon |
everyone is doing this; makes you want to join the crowd |
|
testimonial |
an important person or famous figure endorses a product |
|
loaded words/images |
words or images used to evoke positive powerful feelings |
|
glittering generalities |
adjectives used in the superlative form (best prettiest etc.) to place product in spotlight |
|
name calling |
selected words are used to make a product, or group sound bad |
|
comparison |
comparing one product to another well-known product to convince the viewer of the best choice |
|
plain folks |
an attempt to identify with common, everyday people |
|
snob appeal |
words used to appeal to the very wealthy |
|
stereotype |
used to make people fit into a particular pattern or category |
|
faulty cause/ effect |
promises something which will not live up to the promise |
|
fear |
presents a dreadful circumstances |
|
card stacking |
the deliberate organization and presentation of material that makes one position look good and another bad |