A message designed to persuade its intended audience to think, believe, or behave in a certain manner. Sometimes false or misleading, propaganda is often used by mass media advertising outlets to sway its viewers.

Appealing to the emotions or feelings of the audience; evoking a strong positive or negative attitude toward a person, group, or idea.

Encouraging people to think or act a certain way because other people are doing it.

Manipulating information by omitting facts and presenting only the good information about a product, idea, candidate, etc.

Use of vague words or phrases to evoke powerful emotions (without conveying information). Links a person or idea to a positive symbol.

words with positive or negative connotations that stir readers’ feelings

attaching a negative symbol or attribute to the competition in order to create a negative opinion

The speaker presents himself as a regular person (“average Joe”) and can understand the audience’s feelings and concerns

repeating a power statement or word to emphasize or bring attention to the word or statement

using a famous person to endorse a product

making a product or idea seem better or worse because it is associated with something that already gives us positive or negative feelings (picturing them together in an ad).

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