1. Advertising Strategies

2. Facts & Figures:
using tests, statistics, or other “scientific” information to prove that one product is better

3. Plain Folks Appeal:
showing that a product is great for people “just like you” or for “ordinary” situations

4. Card Stacking (Glittering Generalities):
including only the positives of a product and ignoring the negatives or side effects

5. Testimonials:
celebrity endorsements

6. Hidden Fears:
suggesting that a product will prevent or protect you from something unpleasant or undesirable

7. Unfinished Comparisons:
comparing a product using words such as better or longer without providing the other side of the comparison

8. Name Calling:
using negative words against a competitor

9. Snob Appeal:
suggesting that a product can make you more special

10. Repetition:
repeating the name or the advantage of a product over and over again

11. Bandwagon:
convincing someone to do something or believe something because everyone else does