glittering generalities - using words that sound good, but have little real meaning and/or no evidence to support them, name calling - putting down another brand, product, or candidate, card stacking - using misleading information about the product to impress the buyer, often by leaving out important facts, testimonial - using a celebrity or expert to influence the buyer, appeal to emotion - using humor, cuteness, fear, or other feelings to create a connection to the product, transfer - connecting a positive, but unrelated idea or image to the product, plain folks - using regular, everyday people with whom the buyer can identify, bandwagon - making buyers feel that use of the product will make them popular or one of the crowd,

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