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1
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2
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3
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- Everybody else is buying this product.
- You don’t want to miss out!
- Jump on the bandwagon!
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4
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- A celebrity endorses a product.
- I can be just like him!
- If it’s good enough for him . . .
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5
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- Picture of a celebrity with product
- Positive words, phrases, and pictures
- Implied association with product
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6
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- Positive words make you feel good.
- Negative words make you feel bad.
- This plays on your heart!
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7
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- Words and phrases imply or suggest something . . .
- without making guarantees or promises.
- It sounds so good.
- Listeners don’t challenge the real point.
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8
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- Slamming the competition
- Selected words give negative impression of
- Product
- Person, or
- Group of people
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9
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- Appeal to the common person
- Just like everyday folk!
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10
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- Only the elite use this!
- You are special!
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11
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- Comparing two things that cannot be compared.
- A car is not a magic carpet.
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12
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- Shows similarities between two products, BUT
- Ignores the differences
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13
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- Be the first to try it!
- You are ahead of the times!
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14
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- Photos courtesy of the American Memory Collection from the Library of
Congress and from Life Magazine.
- Hit the browser’s ‘back’ button to return to the Process page.
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Notes
