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