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Advertising Terms Persuasion Convincing someone to think a certain thing or take a particular action * Propaganda An attempt, often systematic, to sway the beliefs or thinking of the public Slogan • A short, catchy phrase that is easy to remember • Often used to promote a product or idea * Repetition Saying the same thing numerous times in the hopes it will be believed * Bandwagon • A statement that everyone is using a certain product and you should too • Appeals to someone’s need to feel part of a group or be like others * Testimonial Using a well known person, celebrity, to promote a product or idea * Emotional Appeal • Appealing to someone’s emotions, either positive or negative • Appealing to someone’s fears or desire to be happy and successful * Expert Opinion Using the opinion of an expert to support a product or idea * Snob Appeal • Appealing to someone’s desire to be elite, glamorous, or better than others • Suggest you will be the best or superior * Plain Folks Using ordinary people to promote a product or idea * Name Calling • An attack on the other company or other product • Stereotyping a group of people with a label * Sweeping Generalization • Applying the rules or facts about one situation to other situations or all situations • A broad statement (stereotyping) about a group of people based on limited evidence Red Herring Trying to distract someone by changing the subject, by deception, or by using details not relevant to issue Circular Argument Using a conclusion to prove a point * Statistical Appeal Using statistics to persuade
