30. Ad hominem. Latin
for "against the man," the ad hominem technique
responds to an argument by attacking the opponent instead of addressing the argument
itself. It’s also called "attacking the messenger.” It works on the belief
that if there’s something wrong or objectionable about the messenger, the
message must also be wrong.
31. Analogy. An
analogy compares one situation with another. A good analogy, where the situations
are reasonably similar, can aid decision-making. A weak analogy may not be
persuasive, unless it uses emotionally-charged images that obscure the
illogical or unfair comparison.
32. Card stacking. No one
can tell the whole story; we all tell part of the story. Card
stacking, however, deliberately provides a false context to give a misleading
impression. It "stacks the deck," selecting only favorable evidence
to lead the audience to the desired conclusion.
33. Cause vs. Correlation. While
understanding true causes and true effects is important, persuaders can fool us
by intentionally confusing correlation with cause. For example: Babies drink milk.
Babies cry. Therefore, drinking milk makes babies cry.
34. Denial. This
technique is used to escape responsibility for something that is unpopular or controversial.
It can be either direct or indirect. A politician who says, "I won’t bring
up my opponent’s marital problems," has just brought up the issue without
sounding mean.
35. Diversion. This
technique diverts our attention from a problem or issue by raising a separate issue,
usually one where the persuader has a better chance of convincing us. Diversion
is often used to hide the part of the story not being told. It is also
known as a “red herring.”
36. Group dynamics. We are
greatly influenced by what other people think and do. We can get carried away
by the potent atmosphere of live audiences, rallies, or other gatherings. Group
dynamics is a more intense version of the Majority belief and Bandwagon
techniques.
37. Majority belief. This
technique is similar to the Bandwagon technique.
It works on the assumption that if most people believe something, it must be
true. That’s why polls and survey results are so often used to back up an
argument, even though pollsters will admit that responses vary widely depending
on how one asks the question.
38. Scapegoating. Extremely
powerful and very common in political speech, Scapegoating blames a
problem on one person, group, race, religion, etc. Some people, for example,
claim that undocumented (“illegal”) immigrants are the main cause of unemployment
in the United States, even though unemployment is a complex problem with many
causes. Scapegoating is a particularly dangerous form
of the Simple solution technique.
39. Straw man. This
technique builds up an illogical or deliberately damaged idea and presents it as
something that one’s opponent supports or represents. Knocking down the
"straw man" is easier than confronting the opponent directly.
40. Timing. Sometimes
a media message is persuasive not because of what it says, but because of when
it’s delivered. This can be as simple as placing ads for flowers and candy just
before Valentine’s Day, or delivering a political speech right after a major
news event. Sophisticated ad campaigns commonly roll out carefully-timed phases
to grab our attention, stimulate desire, and generate a response.
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