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Ideas spread to influence public opinion for or against a cause.


propaganda technique; when you call the other product or person a name to make yourself look better

Glittering Generalities

using vague words or ideas to make something acceptable


getting a well-known person to endorse another person, product or idea.

Plain folks, common man

candidates going out of their way to appear to be 'just like us.'


showing only the good side of anything


convincing people that everyone else is doing the same thing.


using a germ of easily perceived truth makes the validity of the entire package more acceptable

Loaded words

using words whose connotation is generally accepted by the audience as positive (or negative) in order to create a subconscious association


creating a photograph or drawing which either literally or inferentially presents the desired image.


selling an idea based on human desires for such things as safety, comfort, acceptability, pleasure, security, religious or philosophical ideals, health, personal appearance or beauty, sex appeal, or social status.

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