1. Fallacies of Logic

2. Persuasive Techniques Ethos: Ethos is appeal based on the character of the speaker. An ethos-driven document relies on the reputation of the author. Pathos: Pathos is appeal based on emotion. Advertisements tend to be pathos-driven. Logos: Logos is appeal based on logic, facts, or reason. Documents distributed by companies or corporations are logos- driven. Scholarly documents are also often logos-driven.

3. Logical Fallacies/Gimmicks in Persuasion When writers and speakers misuse evidence, facts, and details, it is considered a logical fallacy. Here are some common fallacies: Red Herring: An irrelevant topic is brought up to divert attention "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." Ad Hominem: Translated from Latin to English, "Ad Hominem" means "against the man" or "against the person." Political Attacks on PersonalityPolitical Attacks on Personality Quick Fix: Instead of facts, catchy phrases, and empty slogans are given as solutions to a problem “When guns are outlawed, only the outlaws will have guns.”

4. Logical Fallacies/Gimmicks Ad Populum: Appeal to popular, common emotions of the audience “God” “America” “Liberty” babies, family moral values Snob Appeal: The product or the speaker’s ideas are linked to the rich, famous, beautiful, and powerful Bandwagon: Everyone is doing it; everyone believes it

5. Logical Fallacies/Gimmicks  Two Wrongs Make a Right: Two wrongs make a right is a logical fallacy that occurs when it is assumed that if one wrong is committed, another wrong will cancel it out.