 Language in any type of media meant to persuade or convince  Common Examples: speeches, political posters, commercials, ads

Logical fallacies are false or intentionally misleading arguments used to persuade someone to accept another person’s (or group’s) point of view.

Occurs when someone reaches a conclusion that is based on too little evidence. Sometimes people make hasty generalizations because they strongly favor one point of view over another.

This line of reasoning is illogical because it focuses on the person making the argument and sidestepping or ignoring the argument itself.  We should ignore what Donald Trump says about taxation because he won't be hurt by the increase.

 Example: Dr. Thomas, I’m not sure why we should believe anything you have to say about the community health center. Last year, you left your wife for another woman.

Occurs when someone reaches a conclusion that is based on too little evidence. Sometimes people make hasty generalizations because they strongly favor one point of view over another. At other times, a hasty generalization is just a result of sloppy thinking.  Example: Some people are complaining about public schools, so there must be a problem.

Occurs when a person says that there are just two choices when there are actually more. The person committing this fallacy tries to force a conclusion by presenting just two choices, one of which is clearly more desirable than the other.  Examples: 1. America: Love it or leave it!

 You’re either for me or against me.  Every person is either wholly good or wholly evil.  I can’t believe you voted against that bill to build a wall along the southern border of the United States. Either you’re for protecting the border or you’re not.

Occurs when a person raises an irrelevant side issue to divert attention from the real issue. Skillfully used, this fallacy can distract people and change the focus of an argument.  Example: I know Senator McCain says he is for the middle class, but he and his wife own seven houses. How can we believe his tax proposals will help the middle class.

 Example: The level of mercury in seafood may be unsafe, but what will fishers do to support their families?

Occurs when a person argues that one thing will inevitably result from another. It suggests that once you permit certain acts, you inevitably permit additional acts that will lead to a disastrous consequence.  "We have to stop the tuition increase! The next thing you know, they'll be charging $40,000 a semester!"  ""You can never give anyone a break. If you do, they'll walk all over you."

 Example: If we pass laws against fully- automatic weapons, then it won't be long before we pass laws on all weapons, and then we will begin to restrict other rights, and finally we will end up living in a communist state. Thus, we should not ban fully- automatic weapons.

 You should never gamble. Once you start gambling you find it hard to stop. Soon you are spending all your money on gambling, and eventually you will turn to crime to support your earnings.

Asserts that a statement is false because it is inconsistent with what the speaker has said or does. In other words, a person is attacked for what doing what he or she is arguing against.  Example: Don’t yell at me for drinking. I bet you had a few beers before you were twenty- one.

Occurs when people use the ideas of nonexperts to support their arguments. For example, would be celebrities promoting a certain product even though they aren’t experts on the subject.  Example: Madonna is against testing pharmaceutical and cosmetic products on animals, and that’s a good enough reason for me.

Occurs when a conclusion does not follow from the premise. The conclusion is supported by weak or irrelevant evidence, or by no evidence at all.  Example: Megan drives an expensive car, so she must be earning a lot of money.

Occurs when you try to convince people that something is true because it is widely held to be true.  Example: You should get an Iphone. Everybody who is cool owns one!

Technique in which a sound, word, phrase, or line is repeated for emphasis or unity.  Helps to reinforce meaning and create an appealing rhythm.

Appeal to logic and is a way of persuading an audience by reason. ◦ Example: An ad produced by Mothers Against Drunk Drivers (MADD) that includes statistics about alcohol-related auto fatalities.

Appeals to Logos 1. It’s a matter of common sense that people deserve to be treated equally. The Constitution calls it “self-evident.” Why, then, should I have been denied a seat because of my disability? 2. The data is perfectly clear; this investment has consistently turned a profit year-over- year, even in spite of market declines in other areas.

Appeal to emotion, and is a way of convincing an audience by creating emotional responses. ◦ Example: Another MADD ad could appeal to emotion by showing photographs of an accident scene.

Appeals to Pathos 1. “If we don’t move soon, we’re all going to die! Can’t you see how dangerous it would be to stay? 2. After years of this type of disrespect from your boss, countless hours wasted, birthdays missed…it’s time you took a stand. 3. You’ll make the right decision because you have something that not many people do: you have heart.

Appeal to ethics, and it is a means of convincing someone of the character, authority, or credibility of the persuader. ◦ Example: A third kind of MADD ad which could appear to authority would feature a picture of a policeman testing a driver for high alcohol levels.

Examples of Ethos 1. As a doctor, I am qualified to tell you that this course of treatment will most likely give you the best results. 2. The veterinarian says an Australian shepherd will be the perfect match for our active lifestyle. 3. If my age doesn’t convince you that my opinion matters, at least consider that I am your grandfather and I love you dearly.