1. PERSUASIVE TECHNIQUES

2. HUMOR uses jokes, plays on words, clever pictures or cartoons

4. AUTHORITY experts and important people that support your side of the argument

6. CELEBRITY ENDORSEMENT uses testimonials from well-known or the official sounding

8. GLITTERING GENERALITIES makes broad, unsupported statement often using “all,” “every,” “always,” and “never”

10. LOGOS using logic, numbers, facts, and data to support your argument

12. BANDWAGON suggests “everybody is doing it” so the reader should too

14. FEAR AND INSECURITIES draws on threats and peoples’ concerns and insecurities

16. PATHOS appealing to your audience’s emotions

18. SEX APPEAL subtle suggestions that a product will improve one’s gender image

20. KAIROS building a sense of urgency for your cause; promising special deals, discounts, bargains (something for nothing)

22. PLAIN FOLKS appeals to common, average readers making the product seem honest and authentic

24. COMPARISONS AND NEGATIVES using competitor’s name/image and ‘put down’ comparisons

26. SNOB APPEAL uses exclusive “high class,” exotic place, life style appeals

28. ETHOS making yourself seem trustworthy and believable

30. SCIENCE AND STATISTICS uses numbers and scientific jargon to promote mystique of technology

32. RESEARCH using studies and information to make your argument seem more convincing; you can use words, graphs, tables, illustrations

34. LOADED LANGUAGE uses emotionally charged or “strong” words that evoke feelings or reactions