Emilio is designing an ad aimed at increasing seat belt use. He decides to incorporate slogans like, "It's great to buckle up!" rather than "35 percent of adults do not regularly wear a seat belt." Emilio is using in this ad.

injunctive norms                                          

Explanation:

Injunctive norm: In psychology, the term "injunctive norm" is determined as a phenomenon through which an individual discovers or perceive whether his or her behavior will be disapproved or approved through a particular group. Injunctive norms are also denoted as "moral norms" because an individual's behavior is being conducted via different moral values associated with him or her.

In the question above, Emilio is using injunctive norms in this ad.

productive most commonly means: achieving or producing a significant amount or result.

explanation:

productive can also mean:

these depend on how the word productive is used. most likely productive will mean   achieving or producing a significant amount or result.