Technique: Contrast your product with a similar, but inferior product. The focus on the contrast regarding a certain aspect or issue makes our product (or candidate, or stance on an issue, etc.) seem “extra” desireable, thus outshining and stealing the focus from other legitimate choices (ex p 101,103 Age of Prop) This contrast makes the choice much clearer for the subjects because it encourages them to focus on one aspect (where our stance and support is particularly strong) of a possibly far more complex agenda.