•  Propaganda Techniques
     Fear:  Using the idea of an actual, or perceived, danger to spur action.
     Glittering Generalities:  Slogans, catch phrases and similar positive words that tell little about the product or the candidate, but transfer feelings about the product.
     Testimonial:  Using a famous spokesperson to sell the product because they "use" the product.
     Plain Folks:  Regular looking people are often used to make customers see themselves in the commercial.