1. “The American people want this”
“You don’t want to be left out”
“All the “cool” people use it”
Bandwagon
“Everyone else is doing it”
A technique that makes you think that everyone else likes, uses or agrees with something. Make you feel like you should “Jump on the Bandwagon” because you don’t want to be the only one left out.

2. A doctor explaining the health benefits of vitamins.
A scientist explaining the accuracy of DNA testing.
A crime scene detective testifying about evidence found at the scene of a crime.
A dermatologist describing skin care.
Expert/Testimonial
We rely on experts to explain things that we don’t know ourselves. (We trust their education and training in specific areas) Scientist, doctors, professors, etc.

3. Use our mints or you will have BAD BREATH!
Vote for me or you will PAY HIGH TAXES!
Use my study guide or you will FAIL your test!
Put him behind bars or a MURDERER will be on the loose!
Fear
Uses something disliked or feared by the audience to promote a “solution.” If you use this product or vote for this politician the problem will be fixed.

4. Save! Save! Save!
Only $14.99…. That’s only $14.99… You’ll Pay only $14.99!!!!
Guilty! Guilty! Guilty!
Vote! Vote! Vote!
Buy! Buy! Buy!
Repetition
Using words, sounds or images, to reinforce the main point over and over again.

5. “You expect quality!”
“You deserve it, you work hard for a living.”
“You’re intelligent of course you would choose that”
“You know a good deal when you see one!”
Flattery
Used to make us feel smarter or superior. This technique works because we like to be praised and tend to believe people we like.

6. “Don ‘t you want the best education for your child?”
“Do you want fast relief for your headache?”
“Do you want a thief on the loose?”
“Should we leave our nation in a financial mess?”
Rhetorical Questions
Questions asked that make us agree with the speaker. Question have an obvious answer and are used to build trust and alignment with the speaker.

7. Intensity Greatest… Better than…
IMPROVED!
INCREDIBLE!
Greatest…
Better than…
Fastest!
Intensity
Intensive often exaggerative language used to hype a product or make a choice seem like the “better” option.

8. Pity All the homeless pets…
Educate the children of Africa…
All the homeless pets…
Pity
Feed the hungry…
Uses sad emotion to make you feel sorry for a person or organization so that you will vote for or donate to their cause