| A | B |
|---|
| Propaganda | a type of persuasion that attempts to sway the audience to action for or against a specific cause or position |
| Emotional Appeal | Authors may appeal to fear, anger, or joy to sway their readers |
| Logical Appeal | writers use statistics, facts, and logical reasoning to try to convince you |
| Ethical Appeal | writers show themselves to be credible, trustworthy, intelligent, or open-minded |
| Rhetorical Questions | are used to make a statement. They do not ask a question that someone needs to answer |
| Glittering Generalities | In glowing terms and offering no evidence, the speaker or advertiser supports a candidate or a solution to social problems OR a technique which applies appealing words to a product or idea, but provides no actual argument |
| Over-Generalization | occurs when an author makes a broad or sweeping conclusion based on incomplete evidence |
| Testimonial | to associate a respected person or someone with experience to endorse a product or cause by giving it his or her stamp of approval OR a technique which uses the image of someone, someplace, or something that is already famous to endorse the idea. |
| Repetition | repeat a word, a phrase, or an entire sentence for emphasis |
| Overstatement | It involves completely overstating and exaggerating your point for effect. |
| Bandwagon | technique is used to persuade the audience to follow the crowd OR an appeal to others to conform in order to be on the cool, popular, or winning side |
| Imitation | technique is similar to peer pressure and bandwagon, except that advertisers often use a celebrity instead of a friend or "everyone." |
| Personal Attack | A technique in which the author/advertiser attacks the character of an opponent or someone who believes differently than the author |
| Name Calling | This technique links a person, or idea, to a negative symbol OR a type of argument that uses negative pictures to argue its point |
| Transfer | A technique by which the author/advertiser carries over the authority and prestige of someone we respect and revere to something he or she would have us accept OR a type of argument that projects positive or negative qualities of a person, entity, object, or value to another idea to endorse or discredit the second |
| Stereotypes | This is when members of a group hold a standardized mental picture about a person, idea, or product. |
| Card Stacking | a way of presenting only that which is positive to an idea or proposal and leaving out any possible negative information |
| Plain Folks | an appeal to the familiar and common by using slang terms or accents to make the audience feel connected to the proposal |
| Bias | is a term that is used to describe a particular attitude or slant authors take toward a subject by not accurately covering both sides of the issue |
