associating one thing with another to leave a lasting impression • People willing to buy brand based on “brand name”– symbol

not telling the whole truth (the truth is distorted) • Can make the product seem more appealing • Can make the product’s results seem more effective

Using compliments to entice a consumer to buy a product or service • Makes consumers feel gratified which generates a self-esteem boost sufficient enough to buy a product or service -- “You know a good deal when you see one.” -- “You deserve it.”

Making people laugh to associate good times with the product

uses a consumer’s fear to motivate to purchase a product or service • Buys the product because of the fear of the consequences of not buying

attempting to attract buyers to product using survey results, statistical evidence, market surveys

Good looking people sell products, lifestyles, behaviors, or ideas • Beautiful people– “If I use the product, I can be beautiful too!” • “Sex sells”

appeals to the consumer’s want of an easy way out of a difficult problem

using sentimental images (especially children, animals, and families) to stimulate feelings of pleasure comfort, and delight • Appeals to the emotional vs. rational brain

using the same word, symbol, picture, phrase, or jingle over and over again

links a person or an idea to a negative symbol Propagandist hopes the audience rejects the person or idea Examples: “Commie,” “Fascist,” “Pig,” “Bum” “Terrorist”

seeks to make the audience approve and accept without examining the evidence Uses emotionally appealing words closely associated with highly valued concepts and beliefs so they carry conviction without supporting information or reason

mild or indirect word or expression substituted for one considered to be too harsh or blunt when referring to something unpleasant or embarrassing (Examples- downsizing vs. firing)

device by which the propagandist carries over authority, sanction and prestige of something the audience respects and reveres to something they would accept (Ex: A political activist closes her speech with a public prayer.)

citing an individual who is not qualified to make judgments about a particular issue (Ex:Celebrities backing/supporting political candidates)

attempts to convince the audience that they (and their ideas) are “of the people”

includes one basic theme– “Everyone is doing it, and so should you.” Examples: A political rally with the same signs, gestures, or apparel

the propagandist warns members of the audience that disaster will result if they do not follow a particular course of action

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