1. Rhetorical Strategies: convincing others your argument is the best argument (whether it is good or not)

2. Aristotle: 384 B.C. – 322 B.C. Greek Philosopher;
coined the term ‘Rhetoric’: convincing by using all means of persuasion
Ethos: “moral rightness” argument
Logos: reasonable/logical argument
Pathos: passionate/emotional argument
Change My Mind. 2 March PBS.org. 2 February 25. <

3. Credibility: the quality, capability, or power to elicit belief (the source is trustworthy enough to be believable)
Things to consider:
Company advertising?
Are they trustworthy?
“Blanket” statements or clear-cut arguments?
If there is a person in the ad, is that person an expert in the field?
Which ad is credible and why?
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4. Appeal to Authority: Calls on an expert to provide credibility or importance
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5. Appeal to Emotion: uses emotionally sensitively charged language or images
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6. Appeal to Ethics: presents the writer or speaker as a person of good sense, good moral character and good intentions
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7. Appeal to Logic: provides rational arguments to support one’s claims using facts, figures and statistics

8. Bandwagon: Tries to convince by saying something is good because “everyone is doing the same
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9. Card Stacking: leaves info out that is necessary for the audience to make a decision; favors a particular viewpoint by ignoring or denying arguments that go against
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10. Endorsement/Testimony: uses a popular figure to endorse a product, service or cause
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11. Exaggeration: overstates the effectiveness or importance of a product
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12. Euphemisms: substitutes an agreeable or inoffensive expression for one that may offend or suggest something unpleasant
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13. Fear: presents a dreaded circumstance and usually follows with the kind of behavior needed to avoid that horrible event
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14. Glittering Generality: uses slogans or simple phrases that sound good but provide little or no information due to vagueness or the positive connotations of the words

15. Name Calling: uses derogatory implications or innuendoes to turn people against something
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16. Plain Folks Appeal: works by suggesting that everyday things are superior to special or extravagant things
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17. Repetition: repeats product, service or position several times

18. Rhetorical Questions: asks a question that there is no response for (answer is obvious). Question is used to emphasize a point.

19. Selective Connotation/Word Choice: chooses words that will influence audience’s perception of an item or issue
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20. Sex Appeal: uses beautiful and sexy people to sell their stuff
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21. Scientific Approach: uses tests, statistics and science sounding jargon or diagrams to lend credibility to something
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22. Snob Appeal: Plays on our desire for fancy items and “the good life”
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23. Something for Nothing: belief that most people are seeking a “good buy” or “something for nothing”
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24. Transfer: uses words, images or symbols that arouse emotions and connects the viewer’s emotions to the product being sold
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25. Urgency/Call to Action: creates the impression that you must act fast
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