Writers use these techniques to convince their audience of a particular idea or to take a specific action. Testimonial: This attempts to sell you a product or an idea by linking it with something or someone positive or influential. Bandwagon: This technique takes advantage of peoples desire to be part of a group or to be popular. Testimonial Queen Latiffa Taylor Swift Bandwagon Verizon cell phones Used internationally/ you are outside of the circle if you dont. Fear: This can make people feel as if their safety, security or health is in danger. Appeal of Vanity: This uses flattery to win people over. A good dad will buy insurance for his family. Appeal to fear: You will lose your home if you dont. You are placing your family in danger. Let ADT protect what you value. Appeal to Vanity: Weight loss ads Join Nutri-Systems today and look your best tomorrow. This technique relies on words with strongly positive or negative associations. Positive Association: Brings to mind something exciting, comforting, or desirable. Negative Association: Calls up unpleasant images, experiences, or feelings. Positive: Come swim in the sky blue ocean. Walk in the silky sand. Feel the breezy air Come to Soothing Footprints Beach for a relaxing get away. Negative: Come check out our pools at Exquisite Pool Store! Dont continue to swim in a crowded, dirty, dangerous swimming pool. These techniques can make strong arguments even more powerful. However, they can also disguise flaws in weak arguments because these techniques can lead to faulty reasoning. Faulty reasoning is a claim based on information that is incorrect, biased, or simply does not make sense. Overgeneralization: conclusion using all or nothing words, every, always, never Circular reasoning: say the same thing over and over using different words. Hasty generalization: too little evidence Attacking the person : making damaging remarks about their character or stand on issues. Humor: Ads main purpose is to make the audience laugh. It often gives little information about the product. Slogan: A memorable phrase is used in an ad for a product. Im lovin it McDonalds Comparison: The ad features a comparison between the product and its competition. It depicts the competing product as being inferior.