Energetic, enthusiastic statement presented as fact.
E.G "our product is the best!"
Relies on subject assuming its true.
Bandwagon.
"Others are doing this so you should too."
It presents the side its on as the winning
side. So many people have joined it you are
guaranteed to win.
or
Everyone else is doing it, so you'll be left
out if you dont.
Selective Omission.
Regarded as extremely effective by the IPA.
Only showing information that is positive
to the cause.
Glittering Generalities
"in defense of freedom."
"we are against the terrorists."
Words that are linked to high value concepts.
You cant argue except by asking them to
define that word or phrase. Who are the
terrorists? Who are Al Queeda then?
Lesser of Two Evils
"sacrifices must be made"
Like Churchill bombing Canterbury to protect
the enigma code.
Name Calling.
Using negative words to describe a the enemy.
Pinpointing the Enemy.
Simplifies as a complex situation by presenting
a group or person as the enemy. Asks you to
view the situation as right and wrong.
Plain Folk.
"our views reflect those of the common people."
A person may use the accent of a group, put
built in stutters in speeches, they may use
glittering generalities limited vocabulary.
Improves sincerity.
Testemonials
Quotations / endorsements taken out of
context.
Transfer
Linking something to something else to
generate the same feeling associated with it.
Eg. Putting the Swastika on something so
it becomes associated with the Nazi's.
Or as a positive, popular celebrity endorsement.
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