Reference through Name Calling Name-calling has traditionally existed as a common technique in advertising, as it involves making statements that demean and undermine a competitor without necessarily being true. Common brand names such as Coca-Cola and Pepsi have been known to engage in name-calling. The two companies often come up with advertisements that undermine the products that the other offers. Similarly, Burger King ran an ad that featured its sandwich “The Whopper” being bigger than the box that McDonald's uses in packing its “Big Mac” hamburger. These examples underscore how companies have resorted to using name-calling in advertising rather than highlighting how their products would benefit the consumer. Consequently, these organisations manage to persuade and manipulate consumers into making purchase decisions based on misleading information. Bandwagon Companies increasingly use the technique in advertising their products and services. This method seeks to convince a consumer to make a purchase decision out of the fear of being left out. Claiming that millions of consumers are using their products or services and that it would be a mistake not to be part of the trend. In 1994, McDonald's featured an advert that claimed that the fast-food company had served 99 billion customers since its inception. While such a claim may be valid, such information is not meant to allow a consumer to make a rational purchase decision. Instead, these statements are designed to cause people to buy products that they do not necessarily need for the mere reason of not being the one left out. Bandwagon propaganda has, therefore, become a central aspect of modern advertising. Glittering Generality Another common propaganda technique that is often used in advertising is glittering generality. This approach involves using statements that contain phrases that the consumer would immediately consider valuable without further analysis. When used effectively, this strategy allows a company to use its adverts in appealing to consumers emotionally rather than helping them to make rational decisions. Some of the most common terms that are used in advertising to elicit immediate positive feelings among consumers include better and best. An advert may emphasise that the product is the best for the consumer without necessarily indicating the reason why and how the consumer would benefit from making the purchase. Since consumers want to acquire the best products and services, they choose to buy such items without analysing whether the claims are valid. The ability to trigger a