2. Use of celebrities or authorities to endorse products:
An example of this technique is an advertisement depicting three middle-aged physicians engaged inpatient care entitled “Keflin I.V. – 10 years of clinical experience”. Keflin is a member of thecephalosporin family of antibiotics (related to the penicillin family). The clear implication is that, ifthese authority figures have selected the drug, it must be the drug of choice.