Symbols

can be word, designs, places, ideas, music, etc. symbolizing tradition, nationalism, power, religion, sex, family or any concept with emotional content.  In media, people and things often symbolize some larger concept.

Hyperbole

“The greatest automobile advance of the century!

Fear

Scapegoating

Powerful technique that blames many problems on one person, group, race, religion, etc.

Humor

The Big Lie

Testimonials

“I made $3345987 in one week!”

Repetition

Drives the message home many times.  Even unpleasant ads work if they are repeated enough to pound their message into our skulls.

Leadership

Name calling/ad hominem

Flattery

Bribery

Bogo (Buy one, get one free)

Diversion

Straw man

Denial

Used to escape responsibility for saying something unpopular.  It can be either direct or indirect.

Card stacking

Bandwagon

Plain folks

Many advertisers and politicians promote themselves or their products as being of humble origins, common, one of the gals/guys.

“Sonny did.”

Nostalgia

Warm & fuzzy

Beautiful people

Using good-looking models in ads to suggest we’ll look like the models if we buy the product.

Simple solutions

Scientific evidence

Maybe

Exaggerated or outrageous claims are commonly preceded by “maybe,” “might,” or “could.” 

Group dynamics

Rhetorical questions

“Does she or doesn’t she?”  --Clariol

Timing