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2. Transfer Using symbols or images that evoke emotion to some- thing unrelated, such as a candidate or proposition. This 1984 campaign poster links presi- dential candidate Walter F. Mondale and his running mate Geraldine Ferraro to beloved patriotic symbols such as Liberty and the American flag. Transfer Using symbols or images that evoke emotion to some- thing unrelated, such as a candidate or proposition. This 1984 campaign poster links presi- dential candidate Walter F. Mondale and his running mate Geraldine Ferraro to beloved patriotic symbols such as Liberty and the American flag. Name-Calling Using personal attacks on an opponent to distract voters from the real issues of the campaign. The goal is to inspire doubts about the opponent’s fitness for office by appealing to people’s fears or prejudices. This 1964 ad uses name- calling to link presidential candidate Barry Goldwater to “right-wing extremists.” Name-Calling Using personal attacks on an opponent to distract voters from the real issues of the campaign. The goal is to inspire doubts about the opponent’s fitness for office by appealing to people’s fears or prejudices. This 1964 ad uses name- calling to link presidential candidate Barry Goldwater to “right-wing extremists.” Plain Folks The use of folksy or everyday images and language to show that the candi- date is a regular person who under- stands the needs and concerns of the common people. In this 1872 poster, President Grant and his running mate appear as common working people. Plain Folks The use of folksy or everyday images and language to show that the candi- date is a regular person who under- stands the needs and concerns of the common people. In this 1872 poster, President Grant and his running mate appear as common working people. Bandwagon Creating the impression that “everyone” supports a cause or candidate. This technique plays on people’s desire to con- form, or “climb on the bandwagon,” rather than be left behind. This 1972 ad suggests that Americans from all walks of life are backing presidential candidate George McGovern. Bandwagon Creating the impression that “everyone” supports a cause or candidate. This technique plays on people’s desire to con- form, or “climb on the bandwagon,” rather than be left behind. This 1972 ad suggests that Americans from all walks of life are backing presidential candidate George McGovern. Testimonial Having a well-known celebrity or personality endorse a can- didate or proposal. The hope is that you will follow the per- son’s example without questioning his or her qualifications to make such a judgment. In this 1928 ad, famous sports figures endorse Democratic nominee Al Smith for president. Testimonial Having a well-known celebrity or personality endorse a can- didate or proposal. The hope is that you will follow the per- son’s example without questioning his or her qualifications to make such a judgment. In this 1928 ad, famous sports figures endorse Democratic nominee Al Smith for president. Glittering Generalities Using vague, sweeping state- ments that appeal to voters emotionally, but don’t actually say much of anything specific. Candidates or proposals are often described in lofty terms. This 1952 ad for presidential candidate Dwight Eisenhower and his running mate Richard Nixon urges “Let’s clean house” without defining what that might mean. Glittering Generalities Using vague, sweeping state- ments that appeal to voters emotionally, but don’t actually say much of anything specific. Candidates or proposals are often described in lofty terms. This 1952 ad for presidential candidate Dwight Eisenhower and his running mate Richard Nixon urges “Let’s clean house” without defining what that might mean. Card-Stacking Having facts, statistics, and other evidence that support only one side of an argu- ment. This ad begins with the fact that as governor of Massachusetts, Democratic presidential candidate Michael Dukakis supported a plan that allowed murderers to take weekend leaves from prison. It concludes that “Mike Dukakis is the killer’s best friend, and the decent, honest citizen’s worst enemy.” Card-Stacking Having facts, statistics, and other evidence that support only one side of an argu- ment. This ad begins with the fact that as governor of Massachusetts, Democratic presidential candidate Michael Dukakis supported a plan that allowed murderers to take weekend leaves from prison. It concludes that “Mike Dukakis is the killer’s best friend, and the decent, honest citizen’s worst enemy.” Review the persuasive advertising techniques presented in Section 9.5. 2

3. 3 name-calling card-stacking plain folks What persuasive techniques are used in this ad?

4. name-calling What persuasive techniques are used in this ad? 4

5. 5 card-stacking plain folks transfer What persuasive techniques are used in this ad?

6. 6 transfer glittering generalities bandwagon What persuasive techniques are used in this ad?

7. testimonial 7

8. 8 bandwagon transfer testimonial What persuasive techniques are used in this ad?

9. 9 transfer What persuasive techniques are used in this ad?

10. 10 transfer glittering generalities What persuasive techniques are used in this ad?

11. 11 card-stacking What persuasive techniques are used in this ad?

12. Which advertising techniques do you think are the most effective? Why? The least effective? Why? 12

13. What is the message of this commercial? What type of commercial— positive, negative, or issue based—is this? What persuasive technique or techniques are used? What makes this commercial effective or ineffective 13 A storyboard is a series of panels that shows the important visual and verbal components of a television commercial.