1. The Power of persuasion

2. Bandwagon Appeal Taps into people’s desire to belong Example:
Millions of teens have made City Jeans part of their wardrobe. What are you waiting for?

3. Snob Appeal Taps into people’s need to feel superior to others.
Example:
Join the Brookside Club for Seasoned Skiers—because your way beyond the beginners slopes.

4. testimonial
Relies on the backing of a celebrity, and expert, or a satisfied customer.
Example:
“As a supermodel, it’s important for me to have a great smile. Brite Strips whiten your teeth without the wait.”

5. transfer
Connects a product, a candidate, or a cause with a positive image or idea.
Example:
Vote for cleaner air. Vote for Tony Leonard!

6. Ethical Appeal
Tries to gain moral support for a claim by linking the claim to a widely accepted value.
Example:
If you believe that every child deserves a good education, support the Great Minds Organization.

7. Appeal to Fear
Makes people feel as if their safety, security, or health is in danger
Example:
“how clean are the hotel rooms you’re staying in? You’ll be shocked by what our documentary reveals.”

8. Appeal to Pity Taps into people’s compassion for others Example:
For the cost of one cup of coffee a day, you could save a life.

9. Loaded language
Uses words with strongly positive or negative connotations to stir people’s emotions.
Example:
The alley next to the parking lot is dark and dangerous. Vote to increase the number of street lamps in our neighborhood. Residents deserve to feel safe and protected.