appeal to ethos - ethics (good person), credibility (trust), character or fame, appeal to pathos - creating emotion in the audience, appeal to logos - logic & facts, common sense argument, avant garde (avant-garde) - Ahead of the times, new and unusual, weasel words - used to suggest a positive meaning without actually really making any guarantee, magic ingredient - The suggestion that some special thing makes the product exceptionally effective., patriotism - convincing people to buy if they love their country, transfer - to make people think that if they buy a product, good things shown in the advert will happen to them too, plain folks - The suggestion that the product is a practical product and good value for normal people., snob appeal - The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle., bribery - getting something extra when you buy, bandwagon - tries to persuade the reader to do, think, or buy something because it is popular or everyone is doing it, rhetorical question - question to make the audience think in a particular way, statistics - number information, list of 3 - listing 3 related items or ideas, criticising the opposition - saying that people who disagree with you are wrong, and explaining why, personal anecdotes - relevant personal stories of how something happened to you or another person, inclusive language - language which includes the reader (we, us, our, all, together), modality - language which shows a view of the world (should, must, might, will), alliteration - same starting sounds, rhyme - same ending sounds (eg tie, cry, buy, eye), pun - a play on words / words which have multiple meanings eg Local Area Network (LAN) in Australia: The LAN down under (a play on "land"), repetition - Repeated use of sounds, words, or ideas for effect, importance and to help memory, ethics, ethical - the good or "right" thing to do, credibility - being trustworthy & belieavable,

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