Rhetoric of Beer Advertising

Beer commercials are notorious for this kind of treatment. "Sell the sizzle, not the steak," goes the advertising truism. Well, why not? When you're pushing a product made from rotten vegetation whose primary effects are to dull your wits, pad your paunch, and make you belch, any sizzle would be a big help.

 The Technique of Anchoring

You can use anchoring on yourself to quickly put yourself in a good or enthusiastic mood! Close your eyes and imagine a time when you were excited and motivated. Create a vivid mental picture. Now, when you are immersed in that motivated feeling, lightly scratch the pad of your index finger with your thumbnail. You're anchoring that state of mind to that sensation.