Appeal to authorityReferencing a high status authority such as a university. | Weasel wordsReferencing an anonymous authority such as “the science”, “the data” or “experts believe.” |
Appeal to emotionTrying to invoke the emotions of the audience. | Appeal to reasonAn argument that is logical or seemingly logical. |
Appeal to traditionSuggesting that your position is the established way of thinking. | Appeal to changePositioning your argument as an exciting progressive change. |
Appeal to justicePositioning the opposition as unfair. | LabelingApplying negative labels to the opposition to try to bias the audience against them. |
Appeal to dutyUsing the emotions associated with duty, responsibility and accountability. | Appeal to freedomInspiring the audience’s sense of freedom and individuality to try to trigger a reactance response. |
Appeal to experienceEstablishing your credibility by referencing your experiences and ties to authority. | Appeal to common senseClaiming that your argument is obvious. |
Appeal to the egoFlattering the audience. | Appeal to popularityPositioning your argument as popular. |
Appeal to trendPositioning your argument as trendy, growing and gaining momentum. | Visual appealsThe use of visual imagery to influence, often using emotion. |
Appeal to consensusSuggesting that your position has already been accepted by the group. | Appeal to consequencesSuggesting that the opposition’s position will lead to doom. |
Appeal to fearTrying to trigger a sense of fear in the audience. | Fear, uncertainty and doubtSuggesting that there is something untested and uncertain about the opposing position to trigger fear. |
Appeal to sympathyTrying to make others feel sorry for you. | Appeal to humorUsing humor to be fun. People are more receptive when they are having fun. |
Appeal to likabilityEstablishing yourself as likable. | Appeal to relatabilityAn upper class or privileged person who tries to establish working class mannerisms and membership. |
Appeal to populismAligning your position to popular negativity such as dislike of an elite. | Appeal to prideInvoking a sense of pride such as patriotism. |
Charismatic AuthorityUsing a strong personal presence as a type of authority. |
