Claim
a writer's position on a problem or issue
Support
the reasons and evidence that supports the claim
Counterargument
evidence against the opposing viewpoint
Facts
statements that can be proven true
Quotations
expert opinion
Anecdotes
brief account of an event that illustrates a point
Example
illustrates a general idea
Statistics
facts given in number form, chart or graphs
Logos
Appeal to logic: Facts, Quotations, Anecdotes, Example, Statistics- very convincing
Pathos
Appeal to emotion: Taps into certain emotion, such as happiness, sadness
Ethos
Appeal to ethics: Tries to gain moral support for a claim by linking the claim to a widely accepted value; Credibility and Trustworthiness
Karios/ Exigency
creates the sense of urgency
Bandwagon
Taps into people's desire to belong: suggests that everyone's using the product so you should too
Loaded words
uses words with strongly positive or negative connotations to stir people's emotions
Testimonial/Celebrity Endorsement
Shows a popular celebrity promoting a product. Consumers transfer their respect/ admiration of the celebrity to the product
Cardstacking
used to make the best case possible for his side and the worst for the opposition by carefully using only those facts that support his side of the argument; leads the audience into accepting their facts as a conclusion.
Humor
Makes the consumer laugh; often gives little info about the product. The ads are memorable
Individuality
appeals to consumers' desire to be special or different from everyone else; opposite of the bandwagon appeal
Glittering generalities
uses vague words- such as patriotism and freedom- that bring to mind values people agree with; often provides little or questioning why no evidence was given to support the claim
Purr words
Uses words that have a positive connotation; make the product seem more desirable
Snob appeal
Taps into people's desire to be special
Repetition
Uses words that show over and over again
Commonplace Assertions
statements that many people assume to be true but are not necessarily so
Opinions
statements of personal belief, feeling of thought which don't require proof
Rhetorical Fallacy
writing that is false or misleading
Logical Fallacy
reasoning that seems to be true, but is actually false or misleading.
Name calling
Attacking the person making the argument instead of the argument itself
Hasty generalizations
Statements that are too general, they are not true, or they don't apply in all cases
Either/ Or Fallacy
Similar to oversimplifying offering 1 or 2 solutions to a problem as the only possible solutions, when there are really multiple
Faulty cause/ effect
A false cause and effect relationship, in reality the 2 events are not related
Circular reasoning
Restating an opinion/conclusion in different words and passing it off as evidence
Stereotyping
Broad statements about an ENTIRE GROUP