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candidate or cause is identified with common people from everyday walks of life. Idea is to make the candidate or cause come off as grassroots and all american.
employs the use of symbols, quotes or the images of famous people to convey a message not necessarily associated with them.
to present a dreaded circumstance and usually follow it up with the kind of behavior needed to avoid that horrible event.
a generally accepted virtue is usually employed to stir up favorable emotions.
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