Fallacies- techniques used for persuasion
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| Logos | Appeals to the head using logic, numbers, explanations, and facts. Through Logos, a writer aims at a person's intellect. The idea is that if you are logical, you will understand.
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| Ethos | Appeals to the conscience, ethics, morals, standards, values, principles.
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| Pathos | Appeals to the heart, emotions, sympathy, passions, sentimentality.
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| ad hominem | an assertion that does not address the merits of an argument, but rather attacks the person making it. You can’t trust Jane Higgins to be your mayor. She is a geek.
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| appeal to authority | referring to a well-known expert in order to strengthen an argument, based not on the expert’s knowledge but merely on his or her renown. Nobel Prize-winner Delores Joseph is voting for Charlie McKinney; what more do you need to know?
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| appeal to elitism | designed to appeal to the audience’s desire to be better than other people. Sure, Janotka Skin Cream is expensive, but you’re worth it.
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| appeal to tradition | asserting that something is better simply because it is older. Vote to keep the ban on dogs in the community because that’s the way we’ve always done it.
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| bandwagon (ad populum) | a call to action based on the claim that “everyone” is also doing something. You don’t want to be the last one on your block to drive a LaTour Truck, do you?
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| card stacking | presenting facts, statistics, and other evidence supporting your point of view, while making no mention of evidence to the contrary.
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| false dilemma (non sequitur) | framing an argument in a misleading way. Presenting as evidence ideas that have no logical connection to each other. Georgina Menendez opposes public school prayer. She must be an atheist.
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| glittering generalities | making broad statements that sound pleasing but do not actually say anything specific. I’m going to get this country back on the right track, and I’m going to fight for you.
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| straw-man | distorting your opponent’s claim, and then refuting that distorted claim, to giveimpression that the original claim was false. May also create a false dilemma.
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| testimonial | having someone speak on your behalf in order to give yourself credibility. P. Diddy and Ben Stein were on the campaign trail with their respective candidates.
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| loaded language | using buzz-words which produce a positive response in your target audience. Often used within glittering generalities. A vote for Melanie Tacoma is a vote for peace, security, and freedom
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| Begging the question (circular reasoning) | an argument that depends for one of its reasons or assumptions on a statement that is identical or equivalent to the conclusion drawn. The Forest Service is corrupt, for the clear reason that it is crooked.
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| Post-hoc (hasty generalization) | assuming that because one thing follows another that theone thing was caused by the other. Immigration to Alberta from Ontario increased. Soon after, the welfare rolls increased. Therefore, the increased immigration caused the increased welfare rolls.
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| Either-or | presenting an argument with only two contrasting sides that ignores possible compromising alternatives. Either we go to war or we will be attacked.
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