Techniques

Question 1

Bandwagon Appeal

Answer 1

Taps into people’s desire to belong

Example: “You have to come to the concert. Everyone’s going to be there”

Question 2

“Plain Folks” Appeal

Answer 2

Implies that ordinary people are on “our side” or that a candidate is like an ordinary person.

Example: Senator Jacobs knows what it’s like to struggle to make ends meet.

Question 3

Testimonial

Answer 3

Relies on endorsements from well-known people or satisfied customers

Example: As an Olympic athlete, I need all the energy I can get. That’s why I start my day with Grain Puffs

Question 4

Transfer

Answer 4

Connects a product, a candidate, or a cause with a positive image or idea

Example: Freedom is in your hands the minute
you hit the road in a Mountainback XRV

Question 5

Appeal to Emotion

Answer 5

Uses words that evoke strong feelings, rather than facts and evidence, to persuade

Example: For just one dollar a day, you can give a stray pet a second chance

Question 6

Ethical Appeal

Answer 6

Taps into people’s values or moral standards

Example: Volunteer today—because it’s the right thing to do

Question 7

Loaded Language

Answer 7

Uses words with strongly positive or negative connotations to stir people’s emotions

Example: For the safety of our innocent children, we must protect our community from rampant crime