1. Persuasion in Advertising

2. How it Works Ads are carefully designed messages that influence our opinions, emotions, attitudes and behavior in order to persuade us to do or to believe something.

3. Bandwagon Persuading people to do something by letting them know others are doing it.

4. Euphemism Using a more subtle word or phrase to say something that some may consider too harsh, blunt, or offensive.

5. Fear Statement to threaten or arouse fear in order to change the attitude of the audience. “Last weekend, I washed my car, hung out with friends, and helped murder a family in Colombia. C’mon, it was a party. Drug money helps support terror. Buy drugs and you could be supporting it too.”

6. Glittering Generality Fancy slogans or promises that are so attractive to audience that they want to buy the product without questioning it.

7. Logical Fallacies An argument or promise that is not logical – it doesn’t make sense or is not believable.

8. Name Calling Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.

9. Plain Folks A suggestion that a product is practical and of good value for common, ordinary people or using an “ordinary” person to sell a product.

10. Rewards Using toys, gimmicks, kids clubs, rebates, etc. to appeal to the audience.

11. Testimonial Endorsement of a product, idea or person by someone famous.

12. Transfer Good feelings, looks, or ideas are transferred to the person for whom the product is intended.