attaching negative labels to your opponent
tell voters that you are just like them, an ordinary person with similar needs and ideas
appeal to desire to follow the crowd
connecting yourself with a famous, popular, and respected people, groups, or symbols
use only those facts that support your argument. For example, "My opponent voted against raising social security", you do not mention that she voted no because the proposed increase was too SMALL
use words and phrases that sound appealing that everyone agrees with like "Hope" and "Change"