 Writers use these techniques to convince their audience of a particular idea or to take a specific action.

 Testimonial: This attempts to sell you a product or an idea by linking it with something or someone positive or influential.  Bandwagon: This technique takes advantage of people’s desire to be part of a group or to be popular.

 Testimonial  Queen Latiffa Taylor Swift

 Bandwagon  Verizon cell phones  Used internationally/ you are outside of the circle if you don’t.

 Fear: This can make people feel as if their safety, security or health is in danger. Appeal of Vanity: This uses flattery to win people over. A good dad will buy insurance for his family.

 Appeal to fear: You will lose your home if you don’t. You are placing your family in danger.  Let ADT protect what you value.

 Appeal to Vanity: Weight loss ads  Join Nutri-Systems today and look your best tomorrow.

 This technique relies on words with strongly positive or negative associations.  Positive Association: Brings to mind something exciting, comforting, or desirable.  Negative Association: Calls up unpleasant images, experiences, or feelings.

 Positive: Come swim in the sky blue ocean. Walk in the silky sand. Feel the breezy air Come to Soothing Footprints Beach for a relaxing get away.

 Negative: Come check out our pools at Exquisite Pool Store! Don’t continue to swim in a crowded, dirty, dangerous swimming pool.

 These techniques can make strong arguments even more powerful.  However, they can also disguise flaws in weak arguments because these techniques can lead to faulty reasoning.

 Faulty reasoning is a claim based on information that is incorrect, biased, or simply does not make sense.  Overgeneralization: conclusion using all or nothing words, every, always, never  Circular reasoning: say the same thing over and over using different words.  Hasty generalization: too little evidence  Attacking the person : making damaging remarks about their character or stand on issues.

Humor: Ads main purpose is to make the audience laugh. It often gives little information about the product. Slogan: A memorable phrase is used in an ad for a product. I’m lovin it McDonald’s Comparison: The ad features a comparison between the product and its competition. It depicts the competing product as being inferior.