Can be n the form

of spoken, written
language or graphics RHETORIC
The art of effective or persuasive speaking or writing, especially the
exploitation of figures of speech and other compositional techniques

A technique
involving word play
and paralinguistic
features
To change people’s
Used to persuade
perception towards
● Tone and people to change
something, to do
intonation their minds
● Body language whatever we want
● Facial
expression
● Gestures
 LOGOS
Logic of
ETHOS
arguments or KAIROS
Credibility, PATHOS
reasoning, Perfect timing for
reputation, Emotional appeal
statistics, factual appropriate tone
trustworthiness,
knowledge to and structure
experience
influence; may
contain fallacies
 FALLACIES

● A deceptive, misleading or FORMAL INFORMAL

FALLACIES FALLACIES
false notion, belief
● A misleading or unsound
argument
● Deceptive, misleading or
false nature
SIMPLE TECHNIQUES TO
● Obsolete, deception DEMOLISH FALLACIOUS IDEAS
 INFORMAL FALLACIES

FALLACIES OF FALSE FAULTY

RED HERRING AD HOMINEM
AMBIGUITY DILEMMA GENERALIZATION

SLIPPERY LOADED
BANDWAGON MATERIAL
SLOPE QUESTION
FALLACY FALLACY
FALLACY FALLACY
 INFORMAL FALLACIES OF RELEVANCE

Arguments that rely on premises that are either not relevant to its conclusion

It is not sufficiently relevant to strongly support the conclusion

 RED HERRINGS

APPEAL TO APPEAL TO
SYMPATHY AUTHORITY

APPEAL TO
APPEAL TO APPEAL TO
IRRELEVANT
POPULARITY IGNORANCE
AUTHORITY
 APPEAL TO AUTHORITY

Claiming that something is

true because it is believed by
someone who is an
“authority”
 APPEAL TO IRRELEVANT AUTHORITY

Using an alleged authority

figure as evidence when they
are not really experts on the
facts relevant to the argument
 APPEAL TO POPULARITY

Asserting that whatever is

popular must be true or good
 APPEAL TO SYMPATHY

Invoking sympathy as a
sufficient reason for agreeing
with the argument
 APPEAL TO IGNORANCE

TRUE UNLESS PROVEN FALSE

FALSE UNLESS PROVEN TRUE