testimonial - get a well-known person to recommend the product, humour - make the customer laugh, comparison  - compare the product with a direct rival, emotional appeal - appeal to basic instincts like physical attraction or family love , health - suggest the product will make you feel better, or live longer , esoteric - make the ad bizarre and/or hard to understand, special offers - offer the customer free gifts or discounts, science - mention test results or advanced technology, lifestyle - associate the product with a particular way of living,

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