ACCEPTANCE or rejection of some person, group,
product, program, policy, nation, race, or religion
is the fundamental aim of all persuasion. Four simple
devices are used to achieve either of these aims.

The Acceptance, or "Virtue," Device -- designed to
cause us to accept by association with "good" words,
symbols, acts.

The Rejection, or "Poison," Device -- to cause us to
reject by association with "bad" words, symbols, acts.

The Testimonial Device -- to cause us to accept or
reject by the testimony or evidence of persons con-
sidered "good," "respectable," "successful," or in-
versely a "horrible example."

The "Together" Device -- to cause us to accept or
reject by the application of any or all of the former
devices applied through the pressure of group or mass
emotion and action.

These four devices comprise, so to speak, the four
sides of a square within which all persuasion is con-
tained. Once this is understood and digested you can

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