Persuasive techniques are forms of communication aimed at influencing attitudes and choices. Companies spend billions on advertising using techniques like bandwagon appeals, testimonials, emotional appeals, and loaded language. Politicians, the military, governments, and individuals also use persuasion. Common persuasive methods noted include bandwagon appeals that encourage conforming, celebrity testimonials or endorsements, appealing to emotions like fear or sympathy, and using positively or negatively loaded language to associate feelings with products, people, or ideas.