Polictical ads: lend star appeal to the presisential campaign

Capitalize on the admiration people have for a celebrity to make the product shine more brightly

Using attractive-and-slippery-words and pharse

Improve the image of a product by asociating it with a symbol most people respect

folksy, warmhearted

Make buyers feel that all corporations have the same values they do

It means inviting normal people to advertise for products " Buy me or vote for me. I'm just like you"

Convince buyers to do something because many other people do it

Ex: slogans, print, Internet pop-up ads, commercials, billboards, trademarks, logos...

Stir positive felling in people

Buyers accept the products without thinking very much about what the words mean

Ex: freedom, democratic, all-American, progressive, Christian, justice

buzzwords

high- sounding but empty phrases

evoke good felling

vague but comforting phrases

Negatively charged names are hurled agaist the opposite side or competitor

Arouse feelings of mistrust, fear and hate in the audiences => damage opponent

Polictical ads: convince voters that the candidates are average people, common citizens

suppress or distort evidence

tell half-truths

oversimplify the fact

set up a false target to divert attention

words that slip right past us but make diffirent between reality and illusion

Ex: help control, most comparable...

Ex: Oh, what a feeling
A taste of success

Ex: 400% quieter
The ingredient doctors recommend

People have deep desire not to be different

Buyers tend to fell comfortable doing what other do

"Follow the leader. He is on a Honda"

make buyers to belive the messengers being sent