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Persuasive Techniques. Glittering Generality. Information that is so general it sounds like a fact, but isn’t. Folgers. The best part of waking up is Folger’s in your cup. Exaggeration. Making something seem better or more important than it is Bridgestone tires. They are selling a tire.

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glittering generality
Glittering Generality
  • Information that is so general it sounds like a fact, but isn’t.
    • Folgers

The best part of waking up is Folger’s in your cup.

exaggeration
Exaggeration
  • Making something seem better or more important than it is
  • Bridgestone tires

They are selling a tire.

repetition
Repetition
  • People will often believe something if they hear it over and over again
  • Army Strong

I am strong. I am Army strong.

bandwagon
Bandwagon
  • Relying on what others are doing before making their own decision
  • Dr. Pepper

Everyone was drinking Dr. Pepper.

expert testimony
Expert Testimony
  • Famous people or someone you respect or like says the product is good and advertises the product
  • Ozzy vs. Justin Bieber

Ozzy and Bieber are promoting Best Buy.

citing statistics
Citing Statistics
  • Uses many facts, numbers, statistics to make the product seem better.
  • Toyota Tundra

Toyota Tundra gives lots of facts about the transmission.

loaded words
Loaded Words
  • Words that tend to cause favorable or unfavorable reactions.
  • Braum’s

They showed the ice cream and said it was creamy, fresh,

plump cherries, tart peaches, etc.

buzz words
Buzz Words
  • Words that have suddenly become popular with consumers
  • Multi Grain Cheerios

The ad used words like multi-grain and low in fat

transference
Transference
  • Associating a symbol with the product
  • VW and Darth Vader

Darth Vader is using “the force” to start the VW

Passat.

name calling
Name-Calling
  • Using words like “inexperienced” or “weaker than” when talking about the competition, without actually proving it.
  • Political Ad 2010

Opponent is stealing yard signs and receiving

Illegal money.

plain folks
Plain Folks
  • People just like you, are buying it, so why don’t you?
  • Doritos

College age man eat doritos while

Sitting on the couch.

emotional appeals
Emotional Appeals
  • Someone tries to use your emotions to make you feel better about buying a product
  • Ronald McDonald House
  • Citibank

The little girl takes her father’s pennies to help the

Ronald McDonald House.

Identity theft can happen to anyone, even if you

are big and tough.

free or bargain
Free or Bargain
  • A speaker suggests that the public can get something for nothing or almost nothing.
  • Cingular

Cingular is offering unlimited texting for only

$5 more a month and a free LG phone.