ego appeals

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In advertising, and in any persuasive communication, a psychological and rhetorical strategy which emphasizes the benefit of some product or course of action in terms of your self-esteem, pride, or vanity. It may flatter your intelligence, play on your desire for status, challenge you to demonstrate your strength of character, masculinity or femininity, and/or encourage self-indulgence. A characteristic feature is the use of direct address. An example of such an appeal is L'Oréal's slogan: ‘because you're worth it!’ See also advertising appeals.

Subjects: Media Studies.

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