Persuasive Advertising Techniques

Name Calling

using personal attacks on an opponent to distract voters from the real issues of the campaign

• appeal to people’s fears or prejudices

Transfer

using symbols or images that evoke emotion to something unrelated, such as a candidate or proposition

• take ideas/thoughts and transfer onto a candidate

• liberty, American Flag, bald eagle

Plain Folks

the use of folksy or everyday images and language to show that the candidate is a regular person who understands the needs and concerns of the common people

Card Stacking

presenting facts, statistics, and other evidence that support only one side of an argument

• only good for you (makes everyone else look bad)

Glittering Generalities

using vague, sweeping statement that appeal to voters emotionally but don’t actually say much of anything specific. Candidates or proposals are often described in lofty terms

Testimonials

having a well known celebrity or personality endorse a candidate or proposal. The hope is that you will follow the person’s example without questioning their qualifications.

Bandwagon

creating the impression that “everyone” supports a cause or candidate. This technique plays on people’s desire to conform or “climb on the bandwagon” or be left behind

• don’t want to support loser