Term
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Definition
| Using negative words, usually in politics, to turn you against a competing person without giving evidence or facts |
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Term
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Definition
Trying to show that a person or product
is good for “ordinary” people,
because a person is “just like you” and understands you |
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Term
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Definition
| Telling only positive things about something or someone without giving them the facts |
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Term
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Definition
| Convincing us to accept someone or something because of its popularity |
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Term
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Definition
| Using a famous person to try to make you buy or support something or someone |
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Term
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Definition
| Suggesting that a person or product will protect you against something unpleasant or dangerous |
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Term
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Definition
| Suggesting that association with a person or product can make you special |
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Term
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Definition
| Using tests, statistics or information that sounds “scientific” to prove that one product or person is better than another |
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Term
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Definition
| Comparing a product or person to another, without providing the other half of the comparison. |
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Term
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Definition
| Repeating a name, slogan or product over and over in the same advertisement |
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Term
| Weasel words, or Empty Phrases |
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Definition
| Using broad promises or phrases that don't really mean anything |
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Term
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Definition
Uses commonly held but oversimplified
or unfair images of a group to make a
point. |
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Term
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Definition
| Implies that the friends or relatives of those who fail or do wrong must also be failures or wrongdoers |
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Term
| Emotional Word Repetition |
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Definition
| Builds up strong feelings in the reader by using words that appeal to emotions |
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