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Using shocking images or words to get attention of people

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Appealing to the finer things in life.

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Using attractive or unattractive images to persuade the target

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Similar to TRANSFER but using WORDS instead of images.

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When a conclusion is draw from from facts and the conclusion in the true

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a mild or indirect word or expression substituted for one considered to be too harsh or blunt when referring to something unpleasant or embarrassing.

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Here the candidate or cause is ID with the common people from everyday walks of life.

The idea is to make the candidate cause come off as grass roots and all-American

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an act of moving something or someone to another place.

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Making things simpler to understand

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Ties a person or cause to a perceived negative image

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Opposite of name-calling associate a person or cause with a positive image