1. Advertising & Propaganda Techniques: Let us tell you how to think & what to believe!

2. Assertion

3. Urgency You need this! You need this NOW!
Our country needs you to do this!
NOW!

4. Celebrity Endorsement
Uses Fame to sell
BE LIKE MIKE!!!

5. Transfer/ Lifestyle Selling lifestyle, not product
You can be cooler, more popular, “hipper” if you buy this!!!

6. Compliment/Counter-Culture/ Rebel
You’re different, special, elite, better
Hidden message:
“If you are better, you’ll use our product! If not, YOU’RE NOT!”

7. Fear/Guilt Uses common fears to convince you of a need for the product
What if you don’t have a problem?
Because so much is
riding on your tires

8. Attraction/ Beauty Uses images of beautiful people to sell products
It is the person/ beauty that we are buying, not product

9. Unproven Claims/Facts and Figures
Words like “best”,
“better”, “almost”, “virtually”
Makes claims that aren’t proven or can’t be
Uses statistics to sound convincing

10. Omission Listen for what is NOT said “Part of this complete breakfast”

11. Humor/ Entertainment Uses fun or humor to sell a product
Often, the ad has nothing to do with product

12. Unique / Different Tries to show that the product is different/better
than competitors’.
Often uses scientific jargon
Often has nothing to do with how well the product actually works

13. Band Wagon Everyone’s buying this, why aren’t you?
What’s wrong with you?
“Come see the movie that
everyone’s raving about!”

14. Humanizing Gives a product human-like characteristics
People buy the person, not the product