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12 Cards in this Set
- Front
- Back
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Bandwagon
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tries to persuade everyone to join in and do the same thing
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Testimonial
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An important person or famous figure endorses a product
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Transfer
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Good feelings, looks, ideas transferred to the person for whom the product is intended
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Repetition
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The product name or keyword or phrase is repeated several times
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Glittering Generalisties
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Emotional words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.
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Name Calling
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Negative words are used to create an unfavorable opinion of the competition in the viewer's mind
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Faulty Cause & effect
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Use of a product is credited for creating a positive result
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Compare & Contrast
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The viewer is led to believe one product is better than another, although no real proof is offered
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Fear
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Words or images are used to make the viewer fear something
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Card Stacking
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Emphasizing one side while repressing another
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Assertion
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Enthusiastic or energetic statement presented as fact
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Plain Folks
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the speaker presents him or herself as an Average Joe, a common person who can understand and empathize with a listener's concerns.
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