 Testimonial  Statistics  Bandwagon  Emotional appeals  Glittering Generalities

 An individual (often famous) endorses or promotes a product, service, political candidate, social cause, etc.

 “I’ve lost 50 pounds in only 6 months on this diet plan. If I can do it, you can too.”  Michael Jordan/ Tiger Woods selling Gatorade  Bill Gates endorsing Barack Obama for president  Justin Bieber endorsing ProActive skin care products

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 Uses numbers to convince someone to do something or buy a product  facts, statistics, percentages, and cost figures to give the illusion that there is a more factual basis behind selecting the product.

 "Crime went down 56% under George W. Bush's leadership while the economy rose 11%."  9 out of 10 dentists recommend Shiny Bright toothpaste  0 to 60 mph in 5.8 seconds  67% crash test rating – one of the highest

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 Urges you to do or believe something or join a group because it is popular;  “everybody else” is doing it.

 "Millions of Americans use Bayer aspirin, shouldn’t you?"  Mitsubishi is the fastest growing car maker, don’t be left out.  TV commercials showing lots of cool young people drinking the soda, implying everybody’s doing it.  Peer pressure  You too can become a part of the largest wireless network in the nation. Choose AT&T, everyone else is choosing it.

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 Convinces a person by making them feel a certain way – guilty, happy, patriotic, sympathetic, etc.

 “You can help a starving, orphaned child by making a small donation each month”  Commercials featuring abused or mistreated animals in an attempt to get you to act (give, donate, or endorse)  Features poor, neglected, or disadvantaged children in an attempt to get you to act (give, donate, or endorse

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 Uses positive words or phrases with a “feel- good” quality that leave a nice impression but don’t give any real guarantee;  Lots of fluff but no substance.  Highly general, abstract statements that can't really be proven; claim they have the best  Words that glitter and sparkle, while only stating generalities; vague words, not specific.  “NEW!”... “Fresh”... “Pure”... “Home- made.”

 “Pure, fresh, mountain spring water. Bottled especially for you in Utah from only our purest mountain springs.”  “Green space” (parks, lawns, trees, and flower gardens) in communities improves the quality of life for everyone.  "Secure, safe and stable. That's the advantage of a Subaru. No other car on the road is as reliable.“  "George W. Bush will renew America's promise and fight for freedom here and abroad."

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