Term
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Definition
| logical appeal—facts, figures, reasons that sound plausible |
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| credibility—reasons for believing the speaker: reputation, experience, training, etc. |
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Term
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Definition
| emotions—playing to the emotions of the audience: their fear, greed, desires, etc. |
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Term
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Definition
| the implication that "everybody else is doing it." |
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Term
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Definition
| the implication that "users of this product are just like you." |
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Term
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Definition
| distorting or omitting facts. |
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Term
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Definition
| stereotyping people or ideas. |
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Term
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Definition
| using "good" labels, such as patriotic, beautiful, exciting, that are unsupported by facts. |
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Term
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Definition
| an endorsement by a famous person. |
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Term
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Definition
| the implication that only the richest, smartest, or most important people are doing it. |
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Term
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Definition
| the association of a respected person with a product or idea. |
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