Persuasive Vocabulary

1
Persuasive Vocabulary

• Transference
• Glittering Generality
• Testimonial
• Bandwagon
• Snob Appeal
• Repetition
• Plain Folks
• Emotional Appeal

2
Transference

• Attempts to make the audience associate positive
  words, images, and ideas with a product and its
  users.
• Example- S.C. Johnson, a family company

3
Glittering Generality

• Using words that are positive and appealing, but
  too vague to have any real meaning, like pure
  and natural
• Example- Squeaky clean

4
Testimonial

• A product is endorsed by a celebrity or by an
  expert
• Example- Proactive is endorsed by Jessica
  Simpson, Vanessa Hudgens

5
Bandwagon

• The advertiser tries to make you feel like
  everyone else has the product and if you dont
  have it too, youll be left out.
• Example- you trying to convince your parents that
  everyone at school highlights their hair or wears
  air jordans. (parents not true- dont buy it!)

6
Snob Appeal

• The opposite of the bandwagon technique, snob
  appeal makes the case that using the product
  means the consumer is better/smarter/richer/ than
  everyone else.
• Example- Ralph Lauren (Polo) or Nike (Air Jordans)

7
Repetition

• A products name or catchphrase is repeated over
  and over, with the goal of having it stick in the
  viewer or listeners mind
• Example- its a pillow. Its a pet. Its a
  pillow pet or Mc Donalds Im lovin it

8
Plain Folks

• The advertiser says or implies that people just
  like you use the product (this often takes the
  form of testimonial)
• Example- pledge or swifter

9
Emotional Appeals

• The advertiser appeals to peoples fears, joys,
  sense of nostalgia, ect
• Example- Colonial Penn life insurance or Gerber
  Life Ins