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Chapter 13 Advanced Argument: Persuasive Techniques The Master Reader Updated Edition by D. J. Henry Copyright © 2005 Pearson Education, Inc., publishing as Longman Publishers Biased Arguments • Biased information is based on two types of reasoning: – fallacies: an error in logical thought – propaganda: is an act of persuasion that systematically spreads biased information that is designed to support or oppose a person, product, cause, or organization • Based on emotional appeal: the arousal of emotion to give meaning or power to an idea Copyright © 2005 Pearson Education Inc., publishing as Longman Publishers Irrelevant Arguments: Fallacies • Personal Attack is the abusive remarks in place of evidence for a point or argument (ad hominem attacks) • Straw Man is a weak argument substituted for a stronger one to make the argument easier to challenge Copyright © 2005 Pearson Education Inc., publishing as Longman Publishers Irrelevant Arguments: Fallacies • Begging the Question restates the point of an argument as the support and conclusion (circular reasoning) Copyright © 2005 Pearson Education Inc., publishing as Longman Publishers Irrelevant Arguments: Propaganda Techniques • Name-Calling uses negative labels for a product, idea, or cause. • Testimonials use irrelevant personal opinions to support a product, idea, or cause. • Bandwagon is an appeal that uses or suggests the irrelevant detail that “everyone is doing it.” Copyright © 2005 Pearson Education Inc., publishing as Longman Publishers Irrelevant Arguments: Propaganda Techniques • Plain Folks is an appeal that uses irrelevant details to build trust based on commonly shared values. Copyright © 2005 Pearson Education Inc., publishing as Longman Publishers Inadequate Arguments: Fallacies • Either-Or assumes that only two sides of an issue exist. • False Comparison assumes that two things are similar when they are not. • False Cause (post hoc) assumes that because events occurred around the same time, they have a cause-andeffect relationship. Copyright © 2005 Pearson Education Inc., publishing as Longman Publishers Inadequate Arguments: Propaganda Techniques • Card Stacking omits factual details in order to misrepresent a product, idea, or cause. • Transfer creates an association between a product, idea, or cause with a symbol or image that has positive or negative values. • Glittering Generalities offer general positive statements that cannot be verified. Copyright © 2005 Pearson Education Inc., publishing as Longman Publishers CHAPTER REVIEW • Biased information is based on fallacies and propaganda. • Irrelevant Arguments: Fallacies – Personal Attack – Straw Man – Begging the Question Copyright © 2005 Pearson Education Inc., publishing as Longman Publishers CHAPTER REVIEW • Irrelevant and Inadequate Arguments: Propaganda – – – – – – – – – – Name-Calling Testimonials Bandwagon Plain Folks Either-Or False Comparison False Cause Card Stacking Transfer Glittering Generalities Copyright © 2005 Pearson Education Inc., publishing as Longman Publishers Practice Complete the following: • • • • Chapter Review Applications Review Tests Mastery Tests • Remember to complete your scorecard for the Review Tests in this chapter. • For more practice, visit www.ablongman.com/henry. Copyright © 2005 Pearson Education Inc., publishing as Longman Publishers