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Ties a person or cause to a largely perceived negative image.

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Using a shocking image or words to get someone's attentio

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Using attractive or unattractive images to  persuade the target audience to act a certain way

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The idea is to present the dreaded circumstance and usually follow it up with the kind of behavior needed to avoid or prevent that horrible event

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this is a celeb. endorsement of a product, philoshopy, movement, or, canidate

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being the same as everybody

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a  short and striking or memorable phrase used in advertising.

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appealing to the eye