Propaganda

The viewer is led to believe one product is better than another, although no real proof is offered. 

• Emotional Words

• Compare & contrast

• Faulty cause & effect

• Repetition

Use of a product is credited for creating a positive result.

• Faulty cause & effect

• Euphemism

• Compare & contrast

• Emotional Words

Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.

• Compare & contrast

• Faulty cause & effect

• Emotional Words

• Repetition

The product name or keyword or phrase is repeated several times.

• Emotional Words

• Compare & contrast

• Faulty cause & effect

• Repetition

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

• Glittering Generalities

• Transfer

• Snob Appeal

• Euphemism

This technique uses important-sounding "glad words" that have little or no real meaning. 

• Transfer

• Glittering Generalities

• Euphemism

• Snob Appeal

to say and do the nastiest thing in the nicest possible way

• Snob Appeal

• Glittering Generalities

• Transfer

• Euphemism

exploits our desires to be brought above the lower classes

• Snob Appeal

• Euphemism

• Transfer

• Glittering Generalities

folksy approach to convince us to support someone or something

• Name Calling

• Bandwagon

• Plain Folks

• False Comparison or Analogy

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

• Name Calling

• Plain Folks

• Bandwagon

• False Comparison or Analogy