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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