... that is solidly built and apparently designed just for such a typical, practical family). 4. Testimonials ? this technique shows a well?known person endorsing a product with the implication that this person knows best in this instance (e.g., Michael Jordan telling everyone that Nike products are good). 5. Heartstrings ? this technique uses human emotions to sell a product. Examples include a candidate depicted as being soft on crime which causes people to fear his election and an undertaker explaining to the family that the type of casket they buy depends upon how much they loved the departed one. 6. Transfer ? this technique attempts to increase the lure of something by associating it with something else that is well accepted (e.g., a candidate seated at a desk with the flag prominently displayed). 7. New and Improved ? this technique implies that a product is best because being new and being improved are desirable ...

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