You’ll like what I have to say…

Glittering Generalities Emotionally appealing words closely associated with highly-valued concepts and beliefs. They carry conviction without supporting information or reason. Their appeal is to emotions such as love of country and home, and desire for peace, freedom, glory, and honor. They ask for approval without examination of the reason.

By using this device the person tries to show his audience that he is just like them in political, social, economic, and other ways. In other words, he’s just “plain folks” and really no different from them.

The technique that involves an indirect endorsement by association. The positive qualities of one person or product are indirectly transferred to another. For example, a man in a white coat, dressed to look like a doctor or scientist, advertises a remedy for backache.

This usually involves an endorsement of an issue, product, or person by some prominent person or group. For example, Michael Jordan promotes Hanes clothing.

These are words that carry strong favorable or unfavorable connotations. Examples include progress, American, science, war, pollution.

This method encourages support of a person, policy, or product because everyone else is supporting it. The emphasis lies on following the crowd by making a popular choice and insuring one’s acceptance by his friends.

In this device, the arguments and facts are stacked in someone’s favor through careful use of words and facts. The reason it is so effective is that it involves provable statements of fact that seem to tell the true whole story but actually do not. Politicians love this one.

This involves calling someone names or attaching labels to someone, usually unfavorable. For example, names such as radical, fascist, pig, warmonger, hawk, revolutionary, etc.

Slogans Catchy phrases Ex: Just do it!

Repetition Bombards an audience with a message Ex/ repeating a phone number over and over and over

Appeals to Fears These can be subtle, incorporates facts but perhaps not the truth Scares you into doing something.