1. Bandwagon The suggestion that you should join the crowd or be on the winning side by using a product— you don’t want to be the only person without it!

2. Everybody’s wearing Gap trench coats this season. You should buy one.

3. Everybody’s using Verizon. You should be, too.

4. Everybody in America is using Maybelline! You should, too.

5. Patriotism The suggestion that purchasing a product or supporting a cause shows your love of your country.

6. Chevrolet cars and trucks are made in America. If you drive one, you are supporting your country.

7. Walmart loves America. If you love America, you should shop here.

8. Soldiers and sailors drink Coke. It tastes like America.

9. Transfer Positive words, images, and ideas are used to suggest that the product or idea is positive. Or, negative words are used to show that buying a different product or thinking a different way would be negative or not in one’s best interest.

13. Avante Garde The suggestion that using this product or thinking in this way puts you ahead of the time or makes you forward-thinking (an appeal to new-ness).

14. Droid has all the newest technology and apps.

15. Free People clothes are worn by open-minded, creative people.

16. PC computers are for old, boring people. Macs are for young, cool people.

17. Testimonial A famous person or recognizable type of person (“soccer mom,” typical teen, “guy’s guy,” etc.) is used to testify to the “greatness” of a product or idea, or to appeal to a similar audience.

18. If Jessica Simpson uses proactiv, it must be a good product. My skin could look like hers if I use it.

19. If Chris Brown drinks milk, it must be good for you. If I drink more milk, maybe I could dance or look like him.

20. If Brody Jenner cares about seals, I should, too.

21. Glittering Generalities Vague words, phrases, or statements are used to give a product or idea a feel-good quality to. (Examples: “better,” “more powerful,” “new,” “improved,” “most popular,” “healthy,” and “satisfied.”)

22. Newer than what???

23. This juice is “wonderful.”

25. Slogans Slogans are used to make a product or an idea more memorable. Jingles can function in the same way.

29. Repetition The repetition of a word or phrase to try to drive it into the mind of a consumer.

30. SAVE!! FREE!! Discount! Discount! Discount! Faster! Faster! Faster! New! New!