Researched information and evidence gives the author creditability and provides logical connections for the audience
Facts and statistics
Creating fear in someone to convince them to believe in something they otherwise might not, or to convince them to buy a certain product.
Fear Mongering
If everyone else is doing something or owns a particular item, you should too, so that you don't get left behind.
Bandwagon approach
Using positive and "glittery" loaded words so that people feel good about their beliefs, purchases and opinions.
Glittering Generalities
Repeating words and phrases over and over again will help people to remember things and it may also evoke certain feelings in the audience.
Repitition
When a celebrity endorses a product rather than an expert, people are more likely to act on emotions.
celebrity testimonials
An author or speaker establishes credibility when he or she is an expert in the field.
Expert Testimonial
When an author, speaker, or advertiser carefully chooses their words to create (often times emotional) response from the audience
Loaded Words