Throw numbers at them.
Statistical
Appeal
Throw numbers at them.
Tell them they’ll be happier
or scare them.
Tell them they’ll be happier
or scare them.
Emotional
Appeal
Tell them everyone else is
doing something so they
should do it too.
Bandwagon
Tell them everyone else is
doing something so they
should do it too.
Trick them by changing the
subject or leading them off
track.
Trick them by changing the
subject or leading them off
track.
Red
Herring
Have someone famous tell them.
Have someone famous tell them.
Testimonial
Tell them that if it’s true in one
situation, it must be true in
others.
Tell them that if it’s true in one
situation, it must be true in
others.
Sweeping
Generalization
An attack on another
company’s product
An attack on another
company’s product
Name Calling
Have an ordinary, regular person
tell them.
Plain Folk
Have an ordinary, regular person
tell them.
Use the conclusion to try to
prove the point.
Use the conclusion to try to
prove the point.
Circular
Argument
Citing the opinion of or a
study done by someone
who has knowledge in a
particular field
Citing the opinion of or a
study done by someone
who has knowledge in a
particular field
Expert Opinion
Try to change the minds of
the public through the media.
Try to change the minds of
the public through the media.
Propaganda
Say the same thing
over and over.
Say the same thing
over and over.
Repetition
Tell them that they are better
than others so they deserve
the best.
Tell them that they are better
than others so they deserve
the best.
Snob Appeal
If such actions were not illegal,
then they would not be prohibited by the law.
Circular
Argument
If such actions were not illegal,
then they would not be prohibited by the law.
"I think there is great merit in
making the requirements
stricter for the graduate
students. I recommend that
you support it, too. After all, we
are in a budget crisis and we
do not want our salaries
affected."
Red Herring
"I think there is great merit in
making the requirements
stricter for the graduate
students. I recommend that
you support it, too. After all, we
are in a budget crisis and we
do not want our salaries
affected."
The profit margin on HP's printer line
has been a steady 25% for two
years. We can assume, then, that
the profits company-wide have also
been 25%.
Sweeping Generalization
The profit margin on HP's printer line
has been a steady 25% for two
years. We can assume, then, that
the profits company-wide have also
been 25%.
80% of people who use Colgate
toothpaste report whiter teeth
Statistical Appeal
80% of people who use Colgate
toothpaste report whiter teeth
A: He is mad right now.
B: How do you know?
A: Well, because he is really angry.
A: He is mad right now.
B: How do you know?
A: Well, because he is really angry.
Circular
Argument
The poll from Orange County
shows the governor winning in a
landslide. I guess he will also win
across the state just as easily.
The poll from Orange County
shows the governor winning in a
landslide. I guess he will also win
across the state just as easily.
Sweeping
Generalization
Remove all the worries about your
children’s health. Give them Fresh
Start chewable vitamins to ensure a
healthy childhood.
Emotional Appeal
Remove all the worries about your
children’s health. Give them Fresh
Start chewable vitamins to ensure a
healthy childhood.
Our Clean Pro cleaning wipes
remove all bacteria and germs
from any surface in your house.
Kleen Wipes, however, can only
remove 25% of common
household germs.
Name
Calling
Our Clean Pro cleaning wipes
remove all bacteria and germs
from any surface in your house.
Kleen Wipes, however, can only
remove 25% of common
household germs.
An advertisement shows a librarian
telling about how much she enjoys
her new car.
Plain Folk
An advertisement shows a librarian
telling about how much she enjoys
her new car.
Nine out of ten people who tried
Green Leaf Daily Vitamin and
Mineral tablets reported more
energy throughout the day.
Nine out of ten people who tried
Green Leaf Daily Vitamin and
Mineral tablets reported more
energy throughout the day.
Statistical Appeal
A radio commercial keeps
repeating the plumbing company's
name over and over again.
Repetition
A radio commercial keeps
repeating the plumbing company's
name over and over again.
An ad shows
Barry Bonds, the
famous baseball
player, to
advertise
"Wheaties"
cereal.
Testimonial
An ad shows
Barry Bonds, the
famous baseball
player, to
advertise
"Wheaties"
cereal.
A television
commercial
boasts: Over
1,000,000
copies sold!
Don't be the last
on your block to
own it.
Bandwagon
A television
commercial
boasts: Over
1,000,000
copies sold!
Don't be the last
on your block to
own it.
An ad in a magazine shows
Britney Spears selling Pepsi Cola.
Testimonial
An ad in a magazine shows
Britney Spears selling Pepsi Cola.
A housewife is shown using
Clorox in her laundry.
Plain
Folk
A housewife is shown using
Clorox in her laundry.
A glamorous young woman is
shown in a product ad for a
popular lipstick.
A glamorous young woman is
shown in a product ad for a
popular lipstick.
Snob
Appeal
Everybody is voting for
Alexander Rodgers, so you
should too.
Bandwagon
Everybody is voting for
Alexander Rodgers, so you
should too.
Dentists say new Colgate
mouthwash is incredible at
cleaning where brushing
misses.
Expert Opinion
Dentists say new Colgate
mouthwash is incredible at
cleaning where brushing
misses.
High class
businesses use
only the Weston
data storage
program to secure
their files and gain
easy access to
important
information.
High class
businesses use
only the Weston
data storage
program to secure
their files and gain
easy access to
important
information.
Snob Appeal
Would you like to put some joy
back into your life? Take a
Carnival cruise and experience
real happiness and relaxation.
Would you like to put some joy
back into your life? Take a
Carnival cruise and experience
real happiness and relaxation.
Emotional Appeal
The people who caused that
trouble were part of the union, so
we know we can’t rely on any
union members.
Sweeping Generalization
The people who caused that
trouble were part of the union, so
we know we can’t rely on any
union members.
All of the problems in our town
are caused by those rednecks.
All of the problems in our town
are caused by those rednecks.
Name Calling
Did you hear that the attorney in
that case is pushing for reform of
the new laws on drunk driving,
but he was once stopped for DUI
himself?
Red Herring
Did you hear that the attorney in
that case is pushing for reform of
the new laws on drunk driving,
but he was once stopped for DUI
himself?
Hurry to the store because you
don’t want to be the only kid on
your block with out Xbox One.
Bandwagon
Hurry to the store because you
don’t want to be the only kid on
your block with out Xbox One.
Palmer’s
Pastels are
preferred by
street mural
artist Jaxon
Groove.
Palmer’s
Pastels are
preferred by
street mural
artist Jaxon
Groove.
Expert Opinion
Bonner Eye Drops gets the red out.
Bonner Eye Drops help reduce
swelling and redness. If you want to
eliminate puffiness and redness get
Bonner Eye Drops. A drop a day will
do it.
Bonner Eye Drops gets the red out.
Bonner Eye Drops help reduce
swelling and redness. If you want to
eliminate puffiness and redness get
Bonner Eye Drops. A drop a day will
do it.
Repetition