Persuasive Techniques Loaded Language Uses words or images that appeal to your emotions. Makes you feel happy, sad, hungry, etc. “I am the only candidate that will make Charlotte a safe place for your children.” Bandwagon Urges others to do or not do what everyone else is doing “Don’t be left behind.” “Smart puppies eat Power Puppy! What does your dog eat?”

Persuasive Techniques Testimonial Uses a famous person, or a satisfied customer, to support the product “Your hair will shine like mine if you use Glitter Shampoo!” - Beyonce Name-Calling Says or implies negative things about the competition; sometimes uses hidden messages “Unlike Sub-Stop, our sandwiches are made with fresh vegetables and newly-baked bread.”

Persuasive Techniques Snob Appeal Uses words or phrases that make you feel special or that you are using a unique product “Only our office can offer you state-of-the-art equipment and the most highly trained doctors in town.” Just Plain Folks Makes the audience feel like regular, everyday people use the product “Every mom struggles with removing difficult stains from clothing. Our product can help!”

Persuasive Techniques Overgeneralization Makes sweeping, broad statements about the people or the product. May contain vague or empty promises “All women hate to work-out, but you can turn your flab into fab abs by exercising only two minutes a day!” Repetition When words or phrases are repeated multiple times to help the consumer remember the product “Head On—apply directly to the forehead. Head On—apply directly to the forehead. Head On—apply directly to the forehead.”

Persuasive Techniques Scientific Slant Uses scientific or technical statements by perceived experts to persuade you of the product’s effectiveness “Nine out of ten dentists prefer Crest over all other leading toothpastes.” Flag-Waving Invokes a feeling of patriotism connected to the product “By purchasing vegetables grown by local farmers, you are supporting America.”