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Advertising and

1. Glittering Generalities
Words of praise for product
or person; nice words like
goodness or patriotism
2. Name Calling

Trash-talking another
product or person
3. Testimonial

A famous person
recommends a product or a
political endorsement
4. Plain Folks

Appeals to regular people

and their values such as
health, family and
5. Bandwagon

An appeal to be part of the

6. Transfer

An appeal that helps a

person imagine themselves
as part of a picture
7. Card-stacking

Manipulating information
to make a product appear
better than it is, often by
unfair comparison or
omitting facts