language of campaign

Question 1

is the use of emotional labels that are offered in the place of logic or evidence.

Answer 1

name-calling

Question 2

represent the opposite of name-calling. Instead of wanting the audience to reject an idea without examining the evidence, a communicator resorting to glittering generalities wants the audience to accept an idea without requiring evidence.

Answer 2

glittering generalities

Question 3

is a device by which the communicator wants the audience to take the authority, sanction, or prestige of a respected idea and apply it to a new idea that the communicator wants the audience to accept

Answer 3

transfer

Question 4

is one in which audiences are encouraged to adopt a certain behavior because everyone else is doing it and they do not want to be left behind

Answer 4

bandwagon approach

Question 5

are appeals from influential celebrities or authority figures whose expertise may be irrelevant to the product being sold or idea being promoted.

Answer 5

testimonials

Question 6

is a method that stacks the cards in favor of the desired result, presenting one-sided evidence or half-truths

Answer 6

card stacking

Question 7

are terms intended to obscure or soften the true meaning of behaviors or concepts.

Answer 7

euphemisms

Question 8

•involves the use of words that evoke emotions and make people feel a certain way
•commonly used technique when writing headlines in newspapers or delivering speeches

Answer 8

emotive language

Question 9

The use of words that express modality or how likely something is going to happen helps adjust the level of certainty of events to suit arguments.

When carefully chosen, these words (may, might, will, must, shall, can, could, would ought to) help improve the quality of persuasive writing

Answer 9

modal verbs

Question 10

This is done through the use of personal pronouns like you, your, we, our, and indicative words like together.

Answer 10

involving the reader

Question 11

questions that are not supposed to be answered. Instead, they are asked for effect, to illustrate a point or let the reader think.

Answer 11

rhetorical question

Question 12

involves the use of facts, figures, or quotes from experts to highlight the writer’s authority and make the arguments presented more convincing

Answer 12

using evidence

Question 13

This technique involves repeating keywords, phrases, or ideas to appeal to the readers.

Answer 13

repetition

Question 14

Using carefully selected adjectives and adverbs makes it possible for the writer to influence how the readers feel.

Answer 14

adjectives and adverbs

Question 15

This technique tries to link an object or an idea with something already liked or desired by the target audience such as wealth, success, pleasure, and security.

Answer 15

association

Question 16

persuasion technique that makes the audience believe the idea that “everyone is doing it” or that everyone likes something.

Answer 16

bandwagon

Question 17

This means relying on expert advice from trusted people like doctors, scientists, and other professionals for things that the audience do not know.

Answer 17

experts