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This appeal involves an overt connection between the persuader or speaker and the audience.
“We become influenced by an ad, or by an appeal, only when we can see the person depicted in that ad or appeal in a way similar to how we see ourselves.”
Instead of attempting to convince the audience that they are just like them, the persuader attempts to dissociate or separate themselves from something or someone.
This tactic involves the “pairing of two contradictory statements and positions to achieve a psychological effect”