- Testimonial
If someone tells you about a personal experience with a product, then you are likely to believe that person. If that 'someone' is a celebrity, you may be even more likely to buy a product that he or she is promoting. This kind of story about a personal experience is known as a 'testimonial'. Testimonials are used in advertising and political campaigns to appeal to the audience's sense of ethos, i.e. that which gives...