Facts and Figures: Facts and Figures Using facts to sell the product. Facts don’t always target specific products.
Weasel Words: Weasel Words Positive words that don’t make guarantees. Usually can have multiple meanings.
Patriotism: Patriotism Using patriotic imagery to sell product. Patriotic imagery enhances company image.
Diversion: Diversion Shifting attention away from product weaknesses. Ease of application > messiness of product.
Bribery: Bribery To give a desirable ‘extra something’. Free gifts increase purchasing desire.
Plain Folks: Plain Folks Product is valuable for ‘ordinary people’. Who decides the definition of ordinary?
Snob Appeal: Snob Appeal The product makes the customer elite. Rich and glamorous life style imagery.
Wit and Humor: Wit and Humor Commercial is designed to entertain audiences. Generates interest, but doesn’t explain benefits.
Bandwagon: Bandwagon Implies that everyone loves the product. Invokes ‘peer pressure’ to involve audience.