Animal Farm

Name Calling

Attacking an opponent personally rather than addressing their ideas to create hatred against them

Common Enemy

• What it is: Blaming a single person or group to simplify complex problems, or associating positive/negative feelings from one thing onto a brand or cause.

Endorsement

What it is: Using the voice of a trusted figure, expert, or celebrity to sway emotions and opinions. The goal is to gain credibility by linking the message to someone admired/respected.

Glittering Generalities

What it is: Using vague, attractive slogans or catch-phrases that sound good or inspiring, but cannot actually be proven true or false. People are drawn to the emotion of the words without realizing that no clear evidence is being offered

Plain Folks

• What it is: Presenting the speaker as an average, relatable person who understands the audience's daily struggles.This technique makes the audience feel that the speaker can be trusted

Bandwagon

• What it is: Encouraging people to follow the crowd so they don't feel left. If everyone is using it or buying it, it must be good/right

Card Stacking

What it is: Manipulates audience by highlighting only the positive arguments for one side while ignoring or hiding all negative facts or flaws.

Fear Tactic

What it is: Fear to Appeal to Consumers. Using danger or scary scenarios to trigger an instinctual reaction and force compliance.