2. Persuasive Devices

3. Testimonial “Famous People Say” A celebrity endorses the product with his/her name, face, voice, etc. Examples Dr. Phil endorses Eharmony.com Michael Jordan for Hanes underwear Singers endorse radio stations Jennie McCarthy for Weight Watchers

4. Bandwagon “Everyone is Doing It” One elite group uses this product. If you want to join the group, you will, too. Examples “The brand most doctors use” “The Breakfast of Champions” Top breeders feed their dogs Pedigree. “Are you gellin’?” commercials

5. Personal Appeal “If you want to be Pretty/Sexy/Cool, etc” Using this product will make you look or feel better, or make you look like the person in the ad. Examples Axe body spray ads Most make-up and hair care commercials Exercise machine ads with buff people Diet plan commercials & ads

6. Loaded Words/Images “New and Improved” uses vague, positive words and phrases uses misleading or vague numbers uses emotional appeal or images Examples “15% more cleaning power” “Vitamin Enriched” “Better than the leading brand” “All-American” Images of flags, babies, puppies, etc.

7. Review: Persuasive Devices Testimonial Bandwagon Personal Appeal Loaded Words