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These activities include work, exercise, friends, family, 'tough' times

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Makes audience see "people like them" and "relatable experiences" to show they can do it too

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"You don't need to become an investor, you were born one"

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Practically every statement starts with "we" to make it feel like it truly is EVERYONE

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They make it seem like everyone is doing it & it is the "norm"

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"Don't think you're an investor? You make investments morning, noon, and - what time is it?"
*while showing clips of daily activities*

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They use 'ordinary' people doing 'ordinary'/common daily activities to relate to the general public

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"Here the  propagandist works to have people
follow the  crowd,  to accept  an  idea  or  plan  because everybody's  doing  it" (Pg 136)

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"present  themselves  as "just  plain  folks" to establish

an identity with  ordinary Americans. Through language  and action, elites  give themselves the common touch with the objective  of conveying a favorable impression  about

their ideas and  proposals" (Pg 136)

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Robinhood ad
"Born Investors"

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All of the ads running in Super Bowl LV. Follow along as we update the collection throughout the game.

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Ford successfully relates their entire brand to America/being an American

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"propagandist  carries over the  authority,sanction, and prestige of something we respect and revere to something he would have us accept - Typical were efforts to  establish
identification  between a political project  and the audience's reverence for  national or  religious symbolism" (Pg 136)

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Many people in the comments are praising the company while using American flag emojis: it is clear that the American branding is working

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In these ads specifically they highly stress the right to work, loyalty to the country, the American way, strength

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When reading about the glittering generalities, Ford was the first thing that came to mind. I can recall seeing multiple commercials where they stress how they are "American made"

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Ford has an entire "Built for America" line of ads

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Built Together | Built for America | Ford

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"The propagandist associates his or her program with "virtue words" such as "truth, freedom, honor,  liberty, social justice, public service, the right to  work, loyalty, progress,  democracy, the  American way. Constitution  defender." As with  name calling, the idea was to make  people form a thoughtless judgment under the influence of an emotional impression" (Pg 136)

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-"And we build for every single American"
-"That's why we build for America"
-"We are both at our best, this country and our company"
-"a family-led business... across every state

in this union, employing more U.S. hourly workers than any other automaker"
-"No matter what goes wrong in this country, they're out there. Follow their lead, the one serving and building others up"