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Methods of Persuasion

Horizontales
An Error in Reasoning
Assumes something is popular, therefore good
Reasoning that moves from general to specific
Something old is automatically better than new
Speaker jumping to conclusions of bad evidence
Audience perception if speaker is qualified on given topic
Emotional Appeal
Logical Appeal to Speaker
Verticales
The Process of Drawing Conclusions
Two cases are compared that aren't alike
Introduces irrelevant issues to divert attention
Assuming something new is automatically better than old
Support to Prove or Disprove something
Reasoning with relationship between cause and effect
Aristotle's Term for Credibility