Association 

linking specific idea

Bandwagon

relating to trends, fitting in

Beautiful People

using celebrities/ famous people to raise the social value of the product

Card Stacking

mainpulating information through ommiting facts, making the product appear better than it is

Conflict

introducing conflic t  maek the ad more interesting

Ethos

appeal to ethics

Experts

using experts to boost credibility

Glittering Generalities 

overarching statements that claim an exaggerated benefit, appeals to emotions and ideas

Humor 

using humor to appeal to audiences/ memorable

Logos

appeal to logic

Name Calling

Labeling

links a person or idea to a negative symbol, think: trash talking

Pathos

appeal to emotions and feelings

Plain Folks 

appealing to the “regular person”, everyday

Problem/ Benefit

examining the benefits of a product andproblems it may solve

Repetition 

repetition of visual symbols, etc. more memorablee

Rhetorical Question 

questions designed to spark interest or have an obvious answer

Scarcity 

making it seem like ther is a high demand

Simple Solution 

creating/ representing a problem and how the product may be a solution

Slippery Slope 

implying that one small step may lead to amore dramatic outcome

Slogan 

headline/ memorable phrase

Snob

appeals to symbols, quotes, and images that helps the audienc

Testimonial

Endorsement

having individuals explain their personal experience with the product

Transfer 

helping the audience to imagine themselves as part of the ad

Weasel Words

conveying an impression of meaning wihtout really saying it