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| Uses jokes, plays on words, clever pictures or cartoons to make the reader or the viewer laugh. |
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| Makes broad, unsupported statements often using “all,” “every,” “always,” or “never.” |
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| Suggests that everybody is doing it, so the reader/viewer should as well. |
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| Uses emotionally charged or strong words that evoke feelings or get reactions. |
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| Appeals to common, average readers/viewers making the product seem honest and authentic. |
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| Draws on threats and peoples’ concerns for safety and security. |
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| Uses testimonials from well-known, famous people or people with official-sounding titles. |
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| Subtle suggestions that a product will improve your gender image or sexuality. |
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| Promises special deals, bargains, or discounts; sometimes these are too good to be true. |
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| Uses numbers and scientific jargon/ideas to promote the mystique of technology and progress. |
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| Comparisons and negatives |
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| Uses a competitor’s name or image in connection to putdowns. |
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| Uses exclusive high class, exotic places, or lifestyle appeals to persuade the viewer/reader. |
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| Questions to which an answer is not necessarily expected but promotes an active response from the reader/viewer. |
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| Tells the reader/viewer exactly what to do; eliminates the need to make a decision. |
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| Dresses up the product with things that make the viewer go “aaaaaa”. |
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| Using a negative term to create a negative emotional attitude for an individual or thing |
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| Projecting positive or negative qualities of a person, entity, object, or value to another in order to make the second more acceptable or to discredit it |
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| Using the facts or issues like a deck of cards; taking the one or few items you want to use, hiding or ignoring the others; telling the facts of one side only |
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