Appeal
This appeal relies on credibility or authority.
ethos
Encouraging people to join because “everyone else is doing it.”
bandwagon
Making something seem simpler than it really is to avoid nuance.
simplification
Creating conflict between groups to maintain control or attention.
division
Saying or showing something repeatedly so people accept it as truth.
repetition
This appeal persuades using logic, facts, statistics.
logos
Using a famous or respected person to endorse a product/idea.
testimonial
Stretching truth to make something appear better or worse than reality.
exaggeration
Blaming others (often powerless groups) for problems.
scapegoating
Vague statements that sound positive but have no concrete meaning (e.g., “freedom”, “hope”).
glittering generalities
This appeal targets emotions.
pathos
Presenting yourself as ordinary or relatable to gain trust.
plain folks
Presenting only the information that supports your side while ignoring the rest.
card stacking
Labeling someone with negative terms to discredit them.
name calling
Persuading by scaring people into action (“The world will end if you don’t…”).
fear appeal?
A technique that scares an audience into compliance (“If you don’t do this, something terrible will happen”).
fear appeal
Associating something with a respected symbol to gain approval (e.g., flag, religion).
transfer
Softening unpleasant realities with nicer-sounding terms (e.g., “collateral damage” for civilian deaths).
euphemism
Framing a choice as only having two bad options, making one seem “less bad.”
the lesser of two evils
A catchy phrase used to create instant recall and emotional resonance.
slogan
Showing moral superiority to gain approval or appear righteous.
virtue signaling
A short, memorable phrase used repeatedly to persuade.
slogan
Words used to evoke strong emotions rather than reasoning (“traitor”, “freedom”).
loaded language
Taking advantage of someone’s vulnerability or suffering for influence or persuasion.
exploitation
Emotion-charged wording designed to provoke a reaction rather than thought.
loaded language