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Glittering Generalities
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Words of praise for a product or person; using nice words like goodness or patriotism.
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McDonald's is America's favorite.
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.
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Namecalling
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Trash-talking another product or person, "mudslinging", "ad hominem attacks"
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Rush Limbaugh on Michael J Fox. JibJab Parody Movies Ann Coulter trashtalks "liberals"3. |
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Testimonial
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A famous person recommends a product; also political endorsements
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New Jersey Democrats endorse Hillary Clinton for President.
Britney Spears-Pepsi |
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Plain Folks
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Appealing to regular people's values like family, patriotism
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Sherrod Brown for Senate campaign ad, talking about plain folks values. It's Morning in America |
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Bandwagon
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An appeal to be part of a group.
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Old Soviet propaganda |
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Card-Stacking | Manipulating information to make a product appear better than it is often by unfair conparison or omitting facts. | Hardee's chicken advertisement Comparison between Apple Macintosh and Windows computers
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Transfer
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A appeal which helps a person to image themselves as part of a picture.
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Old cigarette televison commercial Join the Pepsi Generation
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