A time-honored way is to put recall elements in the ad, such as a Ginni coming out of a bottle, which serve to register the ad in the viewer's sub-conscious. I recall an issued during the Bush-Gore campaign when it was claimed that the word "rat" streaked accoss a Bush's campain ad against Gore. Ads that go beyond just providing useful information to the consumers of the product are most likely to include these recall elements.

Very briefly:

Luring, hyperbole, cover-up, promise of need satisfaction, appeal to logic which is typically more powerful than appeal to emotion or ethical norms.