Advertising Appeals

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Advertising Appeals
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Bandwagon appeal

• Youd better hurry! Our supply of these Wrackit
  personal stereo systems is limited and everyone
  wants one. Join your friends and get this hot
  new system now while you still can!

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Testimonial appeal

• Hi, Im Anson Cere. In my role as chief homicide
  investigator I smell some unpleasant things, but
  as an actor, one thing I dont want to smell is
  myself. Thats why I use Coverup, the deodorant
  that doesnt need an alibi.

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False Image appeal

• A persons car says a lot. Whats your image?
  The new DMB sport utility vehicle says youre a
  person of power, of prestige, of importance.

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Reward appeal

• You could win! If youve used our credit card in
  the last thirty days, youre already entered to
  win our sweepstakes! Use it more!

6
Sex appeal

• Men envy it women want it the smell of a real
  manand it comes only from Machosmell, a cologne
  only for those strong enough to face it.

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Glittering Generality appeal

• Its true that a great smile makes a great time,
  so get EnamelScrape, the toothpaste with three
  abrasives to rip the unhappiness from your teeth.

8
Brand Loyalty appeal

• Your parents bought our insurance maybe your
  grandparents too. Were Ancient Life Insurance
  Company, serving you with century-old traditions.

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Scientific Evidence appeal

• Recent studies show that there is a low incidence
  of side effects for this medication, a few of
  them not serious or long-term.

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Humor appeal

• Anthony the Animated Anteater here. You know,
  Ive given up those nasty six-legged bugs for
  Sodium Pride salted snacks! I can suck em down
  twice as fast, and my blood pressure goes up
  twice as far!

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Progress appeal

• Last years phone is looking older by the minute.
  To keep up with the latest technology, the
  latest look, and the latest people, youll need
  the Gizmo cell phone.