using a critical term to create a negative emotion or attitude. (compare with another brand)

"You don't want all of that caffeine! Drink 7-up, the uncola!"

virtuous words with high sounding claims, not provable. 

We're #1, Best on Market

Ex: "Lemon Pledge is best for all your dusting needs

presenting only selected facts or coloring facts in such a way that the audience gets a distorted picture.

Ex:"Five out of six dentists recommend Trident sugarless gum"

associate or identify a product or dealer with well known people by attaching their name to it.

Ex: "Be like Mike! Wear Nike's!"

appeal to pride. 

man of distinction, keep of with joneses

Ex: Lexus,a car for the man who has everything

try and sell an idea or product by saying "Everybody's using it!" "Everybody is buying one!" Since everyone is doing it, so should you.

Ex: "Everyone should be cowboy! come to the houston rodeo."

try and win acceptance for yourself or your idea iwith a product by identifying them with common people.

Ex: "Robitussin is the brand of cough syrup used by Dr. Mom. 

transfer feelings about one thing to another so that the respect will rub-off.

Ex: A beautiful landscape with horses telling people about recycling ends with an Anheuser Bush beer insignia.

impression that you must act immediately or opportunity will be lost forever.

Ex: "For a limited time only, $500 rebate from Toyota" 

connects product with patriotism 

Ex: "Keep our people working. Buy American!"

saying nice things about the listeners in order to make them more receptive to the message.

Ex: "Keep your young-looking skin looking beautiful with Oil of Olay Lotion."

a statement which is repeated often enough until it becomes the accepted truth. 

Ex: " Zestfully clean, you're not really clean unless you Zestfully clean!"

highlighting a minor detail as a way to draw attention from the important issue.

Ex: " Coors light won't slow you down!"