Various techniques relating to manipulating emotion are used to get people to buy a product. Apart from artistic expression intended to provoke an emotional reaction (which are usually for associative purposes, or to relax or excite the viewer), three common argumentative appeals to emotion in product advertising are wishful thinking, appeal to flattery, and appeal to ridicule. Appeals to pity are often used by charitable organizations and appeals to fear are often used in public service messages and products, such as alarm systems or anti-bacterial spray, which claim protection from an outside source. Finally, appeals to spite are often used in advertising aimed at younger demographics.
8,9,10,11,12 When a speaker or writer builds an argument using expressive language or other devices instead of presenting evidence; a fallacy in arguments often referred to as "ad populum" (to the people).