1. PERSUASION
“Don’t raise your voice, improve your argument.” -Desmond Tutu South African social rights activist and retired Anglican bishop who rose to worldwide fame during the 1980s as an opponent of apartheid From an address to the Nelson Mandela Foundation in Houghton, Johannesburg, South Africa, 23 November 2004

2. Social scientists estimate that each of us is exposed to hundreds, if not thousands, of persuasive messages per day. Media messages play a large part, but aren't the whole story. The messages of daily interaction are equally important.
A waiter at the restaurant asks, "Is there anything else I can get you?"
A stranger at a party glances half a second too long.
A telemarketer starts a pitch on the phone.
A yard sale flyer catches your eye.
Every day we encounter these small-scale, usually low-stakes persuasive messages, designed to influence our attitudes and behaviors, even though we don't always label them as such. Some of those messages we deflect or ignore. Others get through and are successful, sometimes despite our own best intentions.

3. Emotive Language or Appeal

4. Connotation

5. Analogy

6. Generalization

7. Cause and Effect

8. Exaggeration

9. Card Stacking

10. DIRECTV Don't Have a Grandson with a Dog Collar 2012 Commercial

12. AT&T TV Commercial - It's Not Complicated "Pool"