Repetition - The repetition of a word (the best, the brightest) or an idea (how much you will save if you buy the product or use the service), or how often you view the advertisement., Hyperbole - An exaggeration that arouses interest/attract attention, and make the message memorable., Verifiable claims - Statements which can be proven (e.g. waterproof watch)., Generalisation - These are sweeping statements that assume a common viewpoint., Cliches - Overused phrases with which people are very familiar. An example is the phrase “you have to see it to believe it.”, Slogan - A distinctive cry, phrase, or motto of any party, group, manufacturer, or person; catchword or catch phrase., Endorsement  - The use of recognised people or institutions to lend credibility to a product or service., Statistic  - Facts and figured used in an attempt to lend authority to a claim., Adjectives - These are describing words, for example, ‘striking’, ‘fantastic’, ‘fabulous’, ‘handsome’ etc., Loaded Language - ‘Colourful’ (colloquial) language – i.e. words that have strong connotations. ‘Loaded language’ is subjective and it conveys particular opinions and views., Rhetorical question - A question that has an implied answer., Personal pronouns - ‘You’ forms a connection with an individual. It encourages them to place themselves along the path you want them to follow., Connotations - These are the mental connections between abstract and tangible. Every message can have two meanings—a literal one and a suggestive one., Emotive Language - The use of emotive terms can trigger an emotional reaction from people. It is usually one of approval or disapproval., Puns - The humorous use of a word or phrase so as to emphasise or suggest its different meanings / the use of words that are alike or nearly alike in sound but different in meaning, a play on words.,

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