Scientology Propaganda Techniques - Dogma and Fund Raising Practices

8/16/2019 Scientology Propaganda Techniques - Dogma and Fund Raising Practices

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Technique

CategoryForm (Alternate Name) Description Example(s) Validation Questions Similar Form(s)

Emotional Appeal

APPEAL TO NEGATIVE EMOTIONS

An emotion-laden example that angerspeople is used as proof for a claimbecause it elicits a negative response inthe form of public outrage, protestand/or retraction of support for theissue.

A police officer tells the press a Senatoris a major person of interest they wish tointerview in a manslaughter casebecause the victim was the father ofyoung girl who accused the Senator'sson of date rape.

Does this presentation elicit a positiveresponse due to my personal feelings ofanger, hate, rage, jealousy, envy, loneliness,bitterness, greed, etc.?Can I parse out the emotional trigger in thismessage and still support/oppose the basic

idea?

FEAR MONGERING APPEAL TO EMOTIONS: PITYDEMONIZATION (HATE MONGERING) APPEAL TO RIDICULE / SPITE

Emotional Appeal

APPEAL TO POSITIVE EMOTIONS

An emotion-laden "sob" story is used asproof for a claim because it elicits apositive response in the form of anoutpouring of support for the issue.

A politician uses a heartbreaking story ofa child being killed in a drive-by shootingto gain support for a year-round schoolmeasure.

Does this presentation elicit a positiveresponse due to my personal feelings of love,hope, faith, enthusiasm, loyalty, remorse,etc.?Can I parse out the emotional trigger in thismessage and still support/oppose the basicidea?

APPEAL TO PITYDEMAND FOR SPECIAL CONSIDERATIONSTART COLD, GET WARM & END HOT

Emotional Appeal

APPEAL TO TRADITION (APPEAL TO AUTHORITY: TRADITION)

Making an appeal to people usinghistorical precedent as the basis to the judge the merits of an idea, product,service, person, group or organization.The long-standing tradition is promotedas a reason for making a default, no-

brainer decision rather than evaluatingthe proposition on its own merits.

"Vote for Kennedy, because family-values matter" said by a third or fourthgeneration politician."Buy this maple syrup. We've beenaround for over 100 years and your

grandpappy loved it as a little kid so youwill too!"

How is this person, product or organizationrelevant to my best interests in the modernage?Does the idea presented stand on its own

merits without the historical endorsement?

HELP FROM GIANTS OF THE PAST &PRESENTPERSONIFICATION: HISTORY APPEAL TO BELIEF

APPEAL TO INAPPROPRIATE AUTHORITY

Emotional Appeal

DEMAND FOR SPECIALCONSIDERATION

Making an appeal to people using ahardship story or extraordinarycircumstances that elicit feelings ofempathy, compassion or solidarityCommonly relies on a ploy catering togender, race, political groups, religion,mental or physical disabilities, socialclass, regional background, sexualorientation, occupation, membership inan organization etc.

Christian Children's Fund advertisestheir "Sponsor a child program" in blackurban markets showing starving kids in African huts, yet features indo Asiankids in makeshift classrooms in ruralCaucasian markets in the bible belt.Handicap telemarketers want to sell youlight bulbs and kitchen products youdon't really need because that is the only job they can get.

If the merits of the product or program wereseparated from the heat wrenching factor,would I want to support this proposal?How does this compare to other, biggercharitable efforts in terms of humanitarianismachievement gained from my support?

LET ALTRUISM REIGN APPEAL TO POSITIVE EMOTIONS APPEAL TO PITY

Emotional Appeal

LET ALTRUISM REIGN

A message geared towards people whoplace a great deal of value on theconcern for the welfare of others asopposed to egoism and selfishness.Healthcare workers, first responders,public servants and charitableorganization donors often feel a duty tobe generous and magnanimous people.

Philanthropic organizations such as theRed Cross, UNICEF, United Way,Doctors Without Borders, etc. have a listof dedicated volunteers and donors theycall on when whenever disasters suchas earthquakes, fierce storms, greatfires and floods occur. Minimaladvertising is used because theorganization's reputation has anautomatic appeal to the desiredaudience.

Am I getting a hard sell pitch for a proposalthat should sell itself based on the trackrecord of sponsoring party?Is the reach and past accomplishments ofthis group so widely recognized that anextended proposal is unnecessary?

DEMAND FOR SPECIAL CONSIDERATION APPEAL TO MOTIVES (HALO EFFECT) ACTION INVOLVEMENT

Propaganda Identification RubricTOP 100 Techniques Commonly Found in Scientology Dogma & Fund Raising Practices

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Technique



Emotional Appeal LOOK TO THE FUTURE & BEOPTIMISTIC

A proposition that takes advantage ofpeople's desire to picture the future asbeing bright and prosperous. Words andphrases such as innovation, progress,advancement, improvement, advancedtechnology, inward and upward,

reaching the stars, problem solving, highhopes, etc. can form a positive attitudein the minds of many. This techniquecan work best if the propagandist isn'toverly optimistic and includes a fewobstacles in the image they paint of arosy future.

"The innovation in this product line hasput a brand new world on the horizon.""We've got the whole world in our

hands. Dream your bright dream - thendo all that you can.""Forging a new tomorrow with a brandyou can trust."

What does this proposal deliver in immediateresponse to my supporting this message?

Is this message too good to be true? What isactually required, and what is assumed to bea given, to achieve to promised result?

CLICHÉS AND PLATITUDES

EUPHEMISMS APPEAL TO POSITIVE EMOTIONS APPEAL TO NOVELTY

Emotional Appeal

START COLD, GET WARM & ENDHOT

A message is portrayed with a range ofbuilding emotions. A technique used bya speaker to engage the crowd and buildfervor prior to the key points of thepresentation being delivered in a

sensationalized fashion.

Hitler would begin speeches calmly andslowly address his audience. Then hewould begin speaking a little faster andlouder and with a notable increase inenthusiasm. He would end his speechby screaming at the crowd whilegesturing forcibly and using his f ists to

pound the podium. The crowd matchedhis mood swings and went wild withcheers and applause.

Am I responding to key information of thismessage or the speakers dramaticpresentation?Is the crowd influencing my response to this

idea?

SHOCK 'EM APPEAL TO POSITIVE EMOTIONSLOOK TO THE FUTURE & BE OPTIMISTIC

Emotional Appeal

USING HOT & COLD WORDS

A message using emotive language withemotionally charged words/phrases("hot words") carry great power toarouse strong feelings in people. Alternatively, the choice of relativelyunemotional words/phrases ("coldwords") can reduce strong feelings. Theclever propagandist chooses his or herwords carefully hoping to persuadepeople to think a certain way based ontheir response to the words and not the

merits of the issue/proposal beingaddressed.

A defense attorney for a man chargedwith manslaughter due to accident thatoccurred while he was driving under theinfluence claims "my client had nointention of shortening this child'slifespan." While the prosecutor states"the defendant slaughtered this child inbroad daylight."

Can I easily identify the neutral point of viewfor this issue and re-phrase the statementwithout using emotive language?Is there an underlying bias and agendabehind this remarks that requires suchemotive language?

DOUBLE TALK (multiple entries)WEASEL WORDSPERSONIFICATION (multiple entries)

Psychological Appeal

ACTION INVOLVEMENT

A technique where a speaker enlists themembers of the audience in takingsome action for a cause. The morepeople do for a cause, the more they'lllikely support it.

An audience member is brought onstage to participate in a productdemonstration. After being applaudedand praised for their performance, thepurchase is made without consideringwhether or not they need/want theproduct.Habitat for Humanity will often recruitlocal church groups and civicorganizations to lend a hand on theirbuilding projects. Afterward, participantsoften respond positively when asked for

personal donations for other buildingprojects.

Prior to involvement: Am I certain this is anissue or organization I fully support? After involvement: Did my willing participationinfer acceptance of an idea/group I haven’tfully evaluated yet?

LET ALTRUISM REIGNSTIMULATE CURIOSITYTELL THEM IT’S CONFIDENTIAL

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Technique




APPEAL TO AUTHORITY: EXPERT

Use of a first hand account to support aproduct, service or an idea where thespeaker is portrayed as an actual experton the subject being promoted.

"Our beer is brewed from the best hopsin the world that we go to great lengthsto select carefully" said by the elderfamily member and senior brewmasterof a popular family-owned brewery.

Does this expert have an agenda, vestedinterest, or other biased reason to be lessthan truthful?Was the endorsement given freely withoutcoercion, incentives, compensation or otherstrings attached?

APPEAL TO INAPPROPRIATE AUTHORITYEMPHASIZING CREDENTIALS APPEAL TO TRADITION


APPEAL TO AUTHORITY:TESTIMONIAL (TESTIMONIALS)

Use of a first h and account from aperson who is happy, attractive orsomehow appealing in order to supporta product, service or an idea where thespeaker is not an expert on the subjectbeing promoted.

Use of actors and actresses portrayingfun-loving young people at the beachdrinking a soft drink and proclaiming"this is refreshing" that implies you willbe amongst the many attractive, popularpeople who drink this product if you buyit.

Does the person/organization/publication etc.cited have expert knowledge on the topic?Was the testimonial given freely withoutcoercion, incentives, compensation or otherstrings attached?

APPEAL TO INAPPROPRIATE AUTHORITYQUOTING OUT OF CONTEXT


APPEAL TO NOVELTY (NEWER ISBETTER)

An assertion that something is better orcorrect simply because it is new. Relieson the mindset of western culture thatincludes a very powerful commitment tothe notion that new things must bebetter than old things. This type ofreasoning is fallacious because thenovelty or newness of something doesnot automatically make it correct orbetter than something older.

Any Microsoft ad campaign for a newbreed of operating system that fails toacknowledge history has proven a lackof stability until the product has severalmajor service pack updates.Biff: "I have a new marketing plan. Thelatest thing out of the think tank is theGK method and it's guaranteed to putahead of the competition."James: "Well, our old marketing methodhas been quite effective. I don't like theidea of jumping to a new method withouta good reason."Biff: "We have to stay on the cuttingedge. the GK method is so new that theink on the reports is still drying."

Am I being given enough information toevaluate the quality of the new item formyself?Where is the statistics or other evidenceshowing a marked improvement in the newthing vs. the old version?

LOOK TO THE FUTURE & BE OPTIMISTIC APPEAL TO POPULARITYBANDWAGON APPEAL TO BELIEF


APPEAL TO RIDICULE / SPITE(APPEAL TO MOCKERY) (THEHORSE LAUGH)

An assertion where ridicule, mockery orspite is substituted for evidence in an"argument." When combined with anomission of legitimate facts, this sort of

"reasoning" is fallacious becausemocking a claim or countering it with amalicious response does not prove thatit is false. Alternatively, showing that aclaim is ridiculous through the use oflegitimate methods (a non fallaciousargument supported by factualevidence) can make it reasonable toreject the claim. One form of this nonfallacious line of reasoning is known as"reducing to absurdity" where thecounter argument uses humor to showthat a major contradiction or an absurdresult follows from a false assertion.

"Sure my worthy opponent claims thatwe should lower tuition, but that is justlaughable.""Those wacky conservatives! They thinka strong military is the key to peace!""How can you support Jane's budgetproposal after she highlighted yourdepartment's problems at theshareholders meeting last year?""You shouldn't consider voting for thatcandidate after all the layoffs in hiswife's company adversely effected somany people in this community."

Does the assertion actually disprove theoriginal proposal with supporting evidence?When the mockery and spite message isremoved from this statement, does it stillsway my opinion?

APPEAL TO NEGATIVE EMOTIONSNAME CALLING (STEREOTYPES) AD HOMINEMRED HERRING (SMOKESCREEN)NON-SEQUITURDEMONIZATION (HATE MONGERING)

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Technique




BANDWAGON

Am approach that pushes you towardsthinking that because everyone else isdoing something, you should do it too, oryou'll be left out. This techniqueembodies a "keeping up with the

Joneses" philosophy. Essentially thesame as AD POPULUM, except that ithas a coercive peer pressure elementadded to the message.

Political campaigns using independentsurveys to promote the popularity of onecandidate over another, thenencouraging party members to vote forthe more popular one for sake of partyunity rather than the candidate's

qualifications and positions on keyissues. Advertising that suggests all the coolkids wear a particular clothing line, soyou should too.

What is the agenda behind the message, anddoes hard evidence support it?Does the fact that others support it mean it isin my interests to do so?

APPEAL TO POPULARITYPERSONIFICATION: PUBLIC OPINION APPEAL TO NOVELTY APPEAL TO BELIEF


DEMONIZATION (HATEMONGERING)

Messages that stress (and oftenfabricate) atrocity stories about theirenemies to win your sympathy. Just asfear mongering can elicit action bymeans of an alleged threat, so can hate

mongering except by means of analleged need for righteous persecution..

In dictatorships, the media is agovernment tool to achieve state goalsand broadcasts only what it wantspeople to hear. So when the Cubangovernment broadcast a news reportmaking the US President out to be theanti-christ, this is demonization.In the current Palestinian – Israeli war,the Western press has picked up

Palestinian stories that Jews massacred500 civilians in Jenin, infected Arabswith the AIDS virus, and are usingradioactive weapons. All were found tobe false, but demonization wasachieved.

Why is this message painted in such anextreme manner?Is the hateful attitude behind this messagedue to paranoia, a hidden agenda or

independently verified facts that youpersonally know to be true?

FEAR MONGERINGNAME CALLING (STEREOTYPES) APPEAL TO RIDICULE / SPITE

APPEAL TO NEGATIVE EMOTIONS


EMPHASIZING CREDENTIALS

Good credentials such as titles, degreesor awards usually impress listeners andencourage them to take the speaker'sopinion at face value, trust their advicewithout question and evaluatestatements the same as factualevidence since it is seemingly an expertopinion.

"More Dentists use Crest Toothpaste." A speaker looking to sway public opinionon pending legislation would opens with:"Since receiving my doctorate in history,I've studied American political affairsexhaustively. And I believe that...."

What supporting evidence is given besidesthe speaker's background?Does the quality/scope of the informationprovided measure up to what I expect fromsomebody with these credentials?

APPEAL TO MOTIVES APPEAL TO AUTHORITY: EXPERT


FEAR MONGERING (APPEAL TOEMOTIONS: FEAR)

A message that plays on our deepestfears, to divert our attention away from astudy of the merits of a proposal, andtowards adopting the presenter's view.Fear can be subdivided into terror,apprehension, uneasiness andcountless phobias attached to an infinitelist of objects and situations.Psychologists tell us that fear appealsonly work if the viewer feels it is withinhis/her power to change the situation.

Failure to support some environmentalprogram will result in disaster.Climate change activists argue thatecological disaster will ensue if globalwarming doesn’t cease.The US president justified invading bothIran and Afghanistan, at the same time,after fear gripped the nation following9/11.

Is the speaker exaggerating the threat tostampede me into providing support?Will following the speaker’s proposal reallyreduce that threat?Fear factor aside, what are the merits of thespeaker’s proposal?

DEMONIZATION (HATE MONGERING) APPEALING TO FORCE APPEAL TO NEGATIVE EMOTIONSSLIPPERY SLOPE

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Technique




I’M ONE OF YOU (PLAIN FOLKSFALLACY)

A variation of not-so-plain folks playingthe PLAIN FOLKS card from a differentangle. Speakers try to persuade theiraudiences that they are just like ordinarypeople so that the audience will identifythem as one of “us” and accept theirproposition as being “for us.”

Former U.S. president Jimmy Carterwas a nuclear engineer, millionaire, andliberal, but crafted an image of himselfas a humble peanut farmer, in order togarner support in his deeplyconservative, relatively poor, southernstate of Georgia.

Ignoring the personality/image, does thespeaker’s idea serve my interests/coincidewith my beliefs?Is s/he trying to cover up something with the“I’m one of you” image massaging?

APPEAL TO TRADITIONPLAIN FOLKS APPEAL TO POPULARITYTRANSFER


PERSONIFICATION: GROUPFALLACY

Personification is a technique of givinghuman characteristics to something thatis non-human and comes in severalvariations. With instances of GROUPFALLACY a generalized group istargeted for a persuasive slant thatcombines personification with FALLACYOF COMPOSITION to portray amessage that stereotypes of stigmatizethe targeted group in some way.

"The Black Community is outraged atthe lack of comment from city officials"where a hidden assumption of "thegeneral public" in a given communityacts as a single entity with a singularopinion.WWII US military recruitment postersportrayed Japanese soldiers as largerats eagerly feeding on the victims oftheir conquests. (The rats were giventhe characteristics of a human.)

Where is the evidence that proves that allmembers of the group, or at least the majorityof the group, holds this view or opinion?How does this message compare to the waytargeted groups portray us? Is the opposingview just as slanderous?

PERSONIFICATION (multiple entries) APPEAL TO POPULARITYFALLACY OF COMPOSITION


PERSONIFICATION: HISTORYUsing words that indicate history is aliving, breathing being with a will.

"History has spoken on this issue."

"The Past has shown us the error of ourways.""The Future beckons us with thepromise of a brighter tomorrow.""Father Time marches on while westand by idle."

Does my position on this statement change

when all references to the past/present/futureare removed?What facts are lacking in this message thatrequires an appeal based on unrealisticgeneralizations?

PERSONIFICATION (multiple entries) APPEAL TO TRADITIONFALLACY OF COMPOSITION


PERSONIFICATION: JOURNALISTICFALLACY (PUBLIC PRESENTATIONOF OPINION CONFUSION)

Using words to confoundPERSONIFICATION: PUBLICOPINION with GLITTERINGGENERALITIES to engineer an editorialcommentary or rebuttal into being seenas something broader than a personalopinion editorial (OpEd). The illusionthat items which one sees represented

in the press as "public opinion," or whichone hears in speeches or broadcasts as"public information" or "publicsentiment," represent widely heldbeliefs.

"Public outrage at the mayor's actionwas evident at the protest" where a journalist infers the views held by theprotesters were held by the generalpublic at large.When political or religious groupsencourage members to send in letters tothe Editor/Producer complaining that a

candidate/church was portrayed with theassumption the audience will infer thearticle/segment was a reflection ofpublic opinion rather than an OpEdcommentary.

Did the journalist specifically state themessage was reflective of a group opinion? Ifso, what is the supporting evidence given thatprovides validation for this claim?Is this article/broadcast an investigative pieceor an opinion-based editorial? If it's the latter,

why does this commentator's personalopinion matter so much?

PERSONIFICATION (multiple entries) APPEAL TO POPULARITYFALLACY OF COMPOSITIONGLITTERING GENERALITIES


PERSONIFICATION: PUBLICOPINION

Buzz words and phrases used todescribe generalizations about opinionand not of ascertainable fact.PERSONIFICATION is applied to thestatement to indicate the general publicas a single entity holds a singularopinion on some issue, organization orperson.

"The voice of public opinion clamored for justice outside the courtroom after theverdict was read.""The public conscience of this inquiry isgravely concerned that the Senate didn'tquestion the commissioner longer."

Where is the evidence that proves that alarge demographic of society in general, or atleast the majority of the local community,holds this view or opinion?When the inference to broadacceptance/consensus is removed, does myown person opinion of this propositionchange?

PERSONIFICATION (multiple entries) APPEAL TO POPULARITYFALLACY OF COMPOSITIONBANDWAGON

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Technique




PERSONIFICATION: SCIENCEUsing words which suggest thatinanimate objects have a living soul or"will" to behave in certain ways.

“Take care of the environment or theenvironment will take care of you.""The rock wants to roll down the hill,because of the force of gravity.""The rainforest is crying out for ourattention."

Does my position on this statement changewhen all references to the inanimate objectare removed?What facts are lacking in this message thatrequires an appeal based on unrealisticgeneralizations?

PERSONIFICATION (multiple entries)FOREGONE CONCLUSIONSFALLACY OF COMPOSITION


PRESENT UTOPIAN OR DYSTOPIANFANTASIES

A message that promises a false realityof either a perfect world (utopianfantasy) or an extremely unpleasantworld (dystopian fantasy) if the audiencedoesn't adopt a given position on anissue. The extreme outcome paintedstirs similarly strong feelings of hope ordespair that can instills a deep seatedloyalty to a given cause.

A presidential candidate will oftenportray the direction the incumbentcandidate is going in as an destructive,disastrous course and the entire nationis doomed if he is re-elected.Hitler promised the German people aperfect world would result frompromoting a pure race and eliminatingthe undesirable races.

Is the extreme world view presented areasonable accomplishment supported by alogical plan?Is the urgency behind this proposal/ideagrounded in reality or hype?

APPEAL TO NOVELTYFEAR MONGERINGSTART COLD, GET WARM & END HOTFOREGONE CONCLUSIONS


REPETITION

The technique of bombarding the targetaudience over and over with a simplemessage until resistance to the

message fades away. The propagandistwill repeat simple slogans over and overthrough various media. Eventually thetarget audience will accept the idea,often without even realizing it. One ofthe principles of propaganda is that themessage must be easily learned and asense of familiarity via repetition aidsacceptance.

Hitler stated in Mein Kampf : "Now thepurpose of propaganda is not continuallyto produce interesting changes for thefew blasé little masters, but to convince;

that is, to convince the masses. Themasses, however, with their inertia,always need a certain time before theyare ready even to notice a thing, andthey will lend their memories only to thethousand fold repetition of the mostsimple ideas.""Drink Coca-Cola.""Milk does a body good."

Are they trying to sell me on a slogan or

verifiable concept relevant to my interests?What is the catch phrase or buzz word usedin this message and is the frequency of thatword/phrase increasing over time while theexplanation of what it means falls by thewayside?

EMPHASIZE ONE POINTUSING SLOGANSUSING SIMPLIFICATIONCLICHÉS AND PLATITUDES


STIMULATE CURIOSITY

A message that relies on the humantendency to investigate things and thefascination many people have for

understanding what is unknown tothem.

Free trials, test drives and taste testingis often used in building a customerbase for an new, unproven product.In a political campaign debate, a

politician might open with "Would youreally like to know what's behind myopponent's proposal?"

What exactly is it that I want to know aboutthis idea or item that the speaker is not tellingme?What are the underlying merits of this

proposal and why is it that those merits arenot presented up front?

ACTION INVOLVEMENTSTART COLD, GET WARM & END HOT

TELL THEM IT’S CONFIDENTIAL


TELL THEM IT’S CONFIDENTIAL

A technique where the audience is toldthey are will be told something that isstrictly confidential and privilegedinformation. Since people generally liketo think that they are "in the know" andmembers of the "in crowd" they arelikely to accept whatever they are told

"The Secret" generated millions ofdollars in movie, book, CD/DVD sales. Itopens with the pitch "the Secret wassuppressed, the Secret was buried, theSecret was coveted, the Secret willnever be released to the public”. Yet thatis exactly what the authors did -released it to the public - and it becamethe fastest selling book on the planet.

Is it the proposal itself that appeals to me fortangible reasons, or is the appeal strictly theintangible nature of what is unknown?What are the underlying merits of thisproposal and why is it that those merits arenot presented up front?

STIMULATE CURIOSITYBANDWAGON APPEAL TO POPULARITY

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Technique




TRANSFER (FALSE CONNECTIONS)(SYMBOLISM)

An attempt is made to transfer theprestige of a positive symbol or rolemodel to another person or an idea.

Using the American flag as a backdropfor a political event implies the speakeris patriotic in the best interest of theU.S.Having a popular celebrity or role modelendorse a product or organization they

have never used.

Is there a legitimate connection between theproposal and the honoredthing/person/institution?Leaving the “connection” aside, what are theproposal’s merits?

FAULTY ASSOCIATIONMETAPHORS & SIMILES APPEAL TO POPULARITYI'M ONE OF YOU

SubtleDisinformation(Word Games)

CLICHÉS AND PLATITUDES(BUILDING THE MESSAGE AROUND A PROVERB)

Clichés (hackneyed phrase), platitudes(trite sayings) and proverbs (pithysayings) are used as "plug and play"remarks in propositional messagesmuch the same way slogans are used inmarketing materials. These expressionsget inserted because they feel/soundgood and without consideration ofwhether or not they are true.

Who's to say what's right or wrong?(Cliché)Morality can't be legislated. (Cliché)Out of sight, out of mind (Platitude) Absence makes the heart grow fonder.(Platitude)Only the educated are free. (Proverb)Never open the door to a little vice lest agreat one enter with it. (Proverb)

Is the person is using a catchy phrases inplace of actual evidence?Does the message stand on its own meritswhen the overused saying is removed:

USING INNUENDO APPEAL TO TRADITIONEUPHEMISMSMETAPHORS & SIMILES


DOUBLE TALK: JARGON(DOUBLESPEAK: INFLATEDLANGUAGE) (GOBBLYGOOK)

Technical language, proprietary slang orcultural lingo which is improperly used to

mislead and confuse people who are notin that particular profession or field.Complicated language that unnecessaryand flashy buzzwords when nothingsubstantial is being said. A presentationusing words that are designed toconfuse or make something seem moreimportant than it really is.

A retail position job title called "priceintegrity coordinator" instead of "sales

clerk."Using "POC," which is short f or "productof conception." This is doublespeak for"baby" or "fetus." The term "fetus" isalso doublespeak as it is medical jargonnot ordinarily used by lay people beforethe abortion debate.Final solution was the Nazi's name forkilling people because they were Jewish.

Is the meaning of this proposal completelyclear?Is harsh language being replaced with softerlanguage to mislead?Does translating the inflated words and jargon to ordinary phrases change how I feelabout the issue?

DOUBLE TALK (multiple entries)GLITTERING GENERALITIES APPEAL TO INAPPROPRIATE AUTHORITY


DOUBLE TALK: PURR WORDS(DOUBLESPEAK: SOFT EMOTIVELANGUAGE)

Loaded language that relies on wordsand phrases which subtly andillegitimately directs the receiver'sattitude about basic premise behind theirproposal in a positive way.

Positive semantics "yes, pro___,friendly, freedom fighter, hero,humanitarian, moderate, plush,reasonable, soothing, etc."

Can the same issue be portrayed usingneutral language?Does my feelings towards this positionchange when neutral language is used?

DOUBLE TALK (multiple entries)USING HOT & COLD WORDSGLITTERING GENERALITIES


DOUBLE TALK: SNEER WORDS(DOUBLESPEAK: HARSH EMOTIVELANGUAGE)

Loaded language that relies on wordsand phrases which subtly andillegitimately directs the receiver'sattitude about basic premise behind theirproposal in a negative direction.

Negative semantics "no, anti-___,enemy, extremist, fanatic, fervor,megalomaniac, narcissist, sociopath,etc."

Can the same issue be portrayed usingneutral language?Does my feelings towards this positionchange when neutral language is used?

DOUBLE TALK (multiple entries)USING HOT & COLD WORDSGLITTERING GENERALITIES


EUPHEMISMS (DOUBLESPEAK:EUPHEMISM)

A message that tries to get your supportfor harsh realities by using softer wordsin the form of Euphemisms.Euphemisms are a form of DOUBLETALK where words which cover up thehorror of regular language to makesomething seem more acceptable

Preachers say "We don’t die, we passon." Army generals say "collateral damage"instead of "bombing civilians byaccident."Islamic extremists say "2 martyrs died"instead of "2 suicide bombers died."

Is an idea being sugar coated to get myapproval?If they called my job “garbage man” ratherthan “sanitation engineer” would I still find itacceptable?Looking past the label, is the reality of idea,something that I can support?

DOUBLE TALK (multiple entries)CLICHÉS AND PLATITUDESUSING INNUENDOMETAPHORS & SIMILES

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Technique



Subtle

Disinformation(Word Games)

FEINT PRAISE PRECEDING ATTACK

A weak attempt is made to complementa positive aspect of the opposition priorto attacking them in order to make thespeaker's presentation appear to be fair

and balanced. Yet the issue beingcomplemented is trivial and/or unrelatedto the negative thrust of the subsequentattack and does not portray and actualpro vs. con evaluation in a fair manner.

"The other candidate has fabulous hair,a lovely family and was once anawesome tennis player. But his trackrecord of pandering to big pharma andtaking shady campaign contributions is asign of a deceptive politician who isultimate goal is lining his own pockets."Yet the speaker fails to mention theother candidate's long history ofphilanthropic causes, reduction ofhomelessness and widely praised jobcreation programs.

What does the positive statements have towith the negative statements?

Is the veracity of the negative remarksdirectly impacted by removing the positivespin preceding it?

NAME CALLING (STEREOTYPES)

MAKING A PRE-EMPTIVE STRIKERED HERRING


HELP FROM GIANTS OF THE PAST& PRESENT

A proposition that uses quotes fromfamous people to discredit theopposition and/or bolster public supportfor the issue or group being promoted.

A politician raging against his or heropponent who holds high office mightquote the famous statement made byLord Aston, "All power corrupts, andabsolute power corrupts absolutely."

Is the name being used in vain?Is there a relevant connection between theperson being quoted and this proposal?

APPEAL TO TRADITION APPEAL TO INAPPROPRIATE AUTHORITY(ENDORSEMENT)


MANIPULATING NUMBERS(MISLEADING STATISTICS)

This technique uses numbers in anyone of many forms to paint a deceptive

picture of an issue, person or item. Theintent it to lead the audience into jumping to a conclusion that thenumbers given are more significantfactoids than what they really werewhen compiled.

"Consumer surveys show that 4 out of 5

doctors choose this insurance for theirprivate practice" without disclosing theyonly spoke to 15 doctors referred to thead agency by the insurance company.

Is the sample used to calculate that statistic

relevantly different from the population as awhole?Does the conclusion seem too good to betrue? If so, where is the independent proofsupporting the claim?

USE OF NUMBERS TO IMPRESSFALLACY OF BIASED SAMPLING


PLACEMENT OF EMPHASIS

A positive or negative spin is inferred byaccenting a turn of phrase or portion ofmessage. Emphasis is used as form ofemotive language to suggest a meaningdifferent from the actual content of theproposition.

A plumber's union president says "say85% of American homes have indoorplumbing." vs. a charity spokespersonwho says "5% of American homes donot have indoor plumbing.""The Captain was sober, today."(Suggesting by his emphasis, that theCaptain is usually drunk.)

Is the inverse of this statement equally truefor the exact same context of the propositionbeing supported?Is there more than one interpretation for thevague evidence stated?

USE OF AMBIGUOUS WORDS(AMBIGUITY)GLITTERING GENERALITIESEMPHASIZING CREDENTIALS


PLAIN FOLKS

Uses a folksy approach to convince usto support someone or something due awarm, fuzzy sense of commonality ormutual bond. These ads depict peoplewith ordinary looks doing ordinaryactivities.

"Buy our Florida orange juice becauseit's picked fresh and has nopreservatives" said by a friendly farmerin an orchard.

Do the facts behind the product/personsupport the position presented? (read thelabel)Does the message hold up on its own meritswithout the imagery?

I’M ONE OF YOU APPEAL TO POSITIVE EMOTIONS


QUOTING OUT OF CONTEXT

Distorts the meaning of what a personhas said about someone or something.The speaker selects a few words to omitfrom a given text, or insinuates thesubject the quote was addressing wassomething other than the original scopeof the remark, so as to distort theoriginal meaning.

A noteworthy theater critic reviews andindependent film made by non-profitorganization and states "the bestexample of an amateurish film releasedthis year." When the organizationreleases the film on the internet, theymisstate the review and claim "…thebest film released this year."

Is the quoted statement given a criticalevaluation or an endorsement?Can the quoted remark be independentlyverified?

APPEAL TO INAPPROPRIATE AUTHORITY APPEAL TO AUTHORITY: TESTIMONIAL

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Technique



SubtleDisinformation

(Word Games)

STRAW MAN ARGUMENT

A fabricated person, scenario, object orexample of a issue used as a purposelyweak adversary in a debate. Typicallyused to present the oppositions side of

issue in a way that makes it seem sillyor to set it up so that it can be easilydefeated by their own arguments.

"People don't want to enter the militarybecause they find it an inconvenience.But they should realize that there aremore important things thanconvenience.""I can't stress the importance of greater

funding for NASA research. Theopposition to this budget increase likesto call the International Space Station afailed publicity stunt. But that project isnot in this budget."

Does the other side(s) of this issue agreewith this depiction of their position?Is the speaker using verbal inflation or wild

exaggeration to derail discussion of the realissue?

POTEMKIN VILLAGEBIG LIE (HYPERBOLE)FEINT PRAISE PRECEDING ATTACK

USE OF SIMPLIFICATION(OVERSIMPLIFICATION)


USING INNUENDO

Implying that something bad is truewithout actually saying it. Dodgingrebuttal, opposing or refutation by usingindirect inference rather than directstatement of facts.

"Well, after all, he is a Southerner. Weall know about them.""No surprise there considering he is aliberal.""Oh really?" (Said with mock surprise asa response to a statement inferring it isnot truthful.)

What exactly are you implying? Where is theevidence for that accusation?What is the speaker's hidden agenda thatprevents him/her from speaking plainly?

EUPHEMISMSLOADED QUESTIONSCLICHÉS AND PLATITUDES


USING NUMBERS TO IMPRESS(UNSOURCED STATISTICS)

Some organizations brag about thenumber of items sold to validate whatthey produce rather than present themerits and demerits of the product orservice and let the facts speak forthemselves.

"3 billion hamburgers sold!""A quarter of a million people have triedour product.""Our team has over 100 years ofexperience litigating workers'compensation cases."

If I strip away the sales pitch numbers/stats,is the merits of this proposition self-evident?Where's the meat behind this puffery?

CARD STACKINGMANIPULATING NUMBERSFALLACY OF COMPOSITION


USING SLOGANS

A message developed for brandingpurposes that serves as a simplified,easily-remembered statement tobecome synonymous with the itembeing marketed. A non-direct messagecan have more staying power than ahead-on collision with the factual basisfor propositions. While being a widelypracticed technique in advertising, whenused for marketing something otherthan revenue generating promotion incommercial activities it becomes aquestionable use of persuasion.

"All power to the Soviets" was aBolshevik slogan in the eve of theOctober revolution."Work will make you free" was aGerman slogan used over the maingates at a number of Nazi concentrationcamps."Remember Pearl Harbor" was an American military recruitment drive

slogan during WW II."Lips That Touch Liquor Must NeverTouch Mine" was the Anti-SaloonLeague slogan of the US temperancemovement.

Why are they trying to sell me on an idea,person or organization in a commercializedfashion rather than presenting meinformation for evaluating the merits of whatthis proposal really represents?Will I get my money's worth if I take this salespitch at face value?

REPETITIONUSING SIMPLIFICATIONCLICHÉS AND PLATITUDES


WEASEL WORDS

Words which are slipped into a sentenceand cause the illusion that the sentencereally says something, but in reality itsays nothing at all.

"Save up to 50%." ("Up to" meansanything from 0% to 50%.)"Crest helps fight tooth decay." ("Helps"qualifies whatever comes after it. Itreally means "it can't hurt.")"Our cough medicine acts fast." (Howfast? This doesn't mean anything.)

Restate the phrase as a question sans theadverbs, is it still supported by the factsgiven?How many possible meanings can thisstatement represent?

DOUBLE TALK (multiple entries)GLITTERING GENERALITIESUSING HOT & COLD WORDSEUPHEMISMSUSING AN ILLICIT DEFINITION

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Technique



Diversion andEvasion

AD HOMINEM

Basic logic requires that an argumentstands or falls on the merits of theargument, not the person giving it. Adhominem propaganda is an error ofattack relying on the fallacy of attackingthe person instead of the argument. Theattack made typically falls into one ormore classifications: abusive,circumstantial or tu quoque (doesn'tpractice what they preach). NOTE: Notall ad hominem attacks are fallacious.The exception is when the testimony ofan individual is suspect because of theirbad character.

The person's character, nationality orreligion may be attacked in defense ofan opposing view. An opponent to an issue points out thatthe proponent stands to gain from afavorable outcome. A person making a proposal is attackedby association, or by the company s/hekeeps.Someone rejects the President'sreasons for lifting the ban on gays in themilitary because of the President's owndraft record and lack of active dutymilitary service.

Would the evidence for the originalproposition be more compelling if stated by a

different party?Can the supporting facts for the proposedidea be validated/invalidated independent ofthe speaker's background and vestedinterest?


RED HERRING (ACCUSING THE ACCUSER) APPEAL TO RIDICULE / SPITEDEMONIZATION (HATE MONGERING)


APPEALING TO FORCESomeone uses threats to establish thevalidity of the claim.

Opponents of year-round schoolthreaten to keep their children out ofschool during the summer months.Proponents of universal health carethreaten to charge additional fees, applyfines and/or deny licensing to privatemedical facilities that refuse adopt newstandards.

Can the validity of the proposal be counteredwith evidence that suggest an outcome worsethan the reactionary threat?Can a compromise between extremes beidentified that has mutual benefits to bothopponents and proponents?

SLIPPERY SLOPEFEAR MONGERING


BEGGING THE QUESTION(CIRCULAR REASONING) (PETITOPRINCIPII)

An statement that assumes somethingnot yet proven is true. Typically, theunproven issue being used as a premisefor an argument for one thing is in andof itself the very thing that needs to beproven. Alternately, A person makes aclaim then argues for it by advancinggrounds whose meaning is simplyequivalent to that of the original claim.

“Our founding fathers would have neversupported the regulation of firearms."(How do we know what the foundingfathers would support when they aredead?)"Schools should continue to havetextbooks read from cover to coverbecause, otherwise, students would notbe well-educated." When asked todefine what "well-educated" means, theperson says, "knowing what is in thetextbooks."

Is there an assumption of truth here thatcannot be validated independent of the issuepresented?Is this a foregone conclusion that merelyrestates the premise?Is the stated premise a consequence of theconclusion?

BLACK & WHITE FALLACYEQUIVOCATIONSLIPPERY SLOPE


MISPLACED BURDEN OF PROOF(INVERSE APPEAL TO IGNORANCE)

Almost the same thing as APPEAL TOIGNORANCE except that theresponsibility for the counter argumentis shifted to someone else by theoriginal speaker. It works this way; Onemakes some assertion and then says,"You prove that I'm wrong." This shiftsthe burden from the sender to thereceiver.

A person argues that voucher programswill not harm schools, then challengerssomeone who questions their logic toprovide evidence of a situation wherevouchers did do a school harm.

Why should I believe you if you cannotprovide evidence supporting your claim?So you admit the proposal given has no basisin fact and requires the use of assumptionsas premise for its validity?

APPEAL TO IGNORANCELOADED QUESTIONS ANECDOTAL EVIDENCE

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Technique





Consists of attaching a negative label toa person or a thing. People engage inthis type of behavior when they aretrying to avoid supporting their ownopinion with facts. Rather than explainwhat they believe in, they prefer to try totear their opponent down.

“Hitler supported euthanasia, how canyou support it?”“Paul Martin was a thrifty financeminister but Ernie Eves was a stingyfinance minister.” Both were f iscallyconservative but the word choice to

describe the same cost cutting tendencyinstills bias.

Is a concept that serves my best interestsbeing tarnished by tagging it with a badname?If I ignored the negative name, what are themerits of the idea itself?

AD HOMINEMRED HERRING (SMOKESCREEN) APPEAL TO RIDICULE / SPITEDEMONIZATION (HATE MONGERING)


NON-SEQUITUR (CHANGING THESUBJECT)

A soft diversionary technique in which aperson seems to be answering aquestion but, in fact, isn't. Instead,someone sidesteps an issue raised inthe form of a question by changing thetopic with a statement rather thanpresenting supporting evidence, orcountering with another argument that isfar worse (THE WICKED ALTERNATIVE) or answering thequestion with a new question (REDHERRING).

When asked if the presence ofhomosexuals in the army could be adisruptive force, a speaker presentsexamples of homosexuals winningcombat medals for bravery.When a mother asks her daughter howa first date went, the daughter responds"You should have seen his car! Dadwould have loved it. It had a TV in theback and four loudspeakers for thestereo."

Has the speaker gotten off track? If so, whatwas left unsaid about the original issue?Was the derail of the original intentional oraccidental?

RED HERRING (SMOKESCREEN)THE WICKED ALTERNATIVETWO WRONGS MAKE A RIGHT APPEAL TO RIDICULE / SPITE


POISONING THE WELL

A person is so committed to a positionthat he/she explains away absolutelyeverything others offer in opposition.This tactic of evading questions anddiverting criticism by adopting a siege-mentality is a form of what is sometimescalled an error of attack.

Most activists on both sides of the Pro-Live vs. Pro-Choice debate fail toacknowledge the extended legal historybehind Roe v. Wade. Almost every proponent and opponenton the ban on gays in the militarycommits this error of omitting stats foron base violence towards gays.

Does all of the evidence given conform touniversally accepted standards that issupported by parties without vestedinterests?What is the underlying bias to this proposaland does it have opponents who offer adiffering slant on the evidence presented?

CARD STACKINGSELECTED INSTANCESTWO WRONGS MAKE A RIGHTSHOTGUN APPROACH

Diversion and

Evasion

RED HERRING (SMOKESCREEN)

(ACCUSING THE ACCUSER )

a diversionary tactic designed to drawattention away from the real issue byraising questions about the opposition's

motives or intentions. Converts achallenge on the merits of an issue thatcan't be defended by falsely claiming orinsinuating it's a personal attack.

Senator A: " You spend too much of thetaxpayers' money"!Senator B: "What about that so-called"fact finding trip" you and your wife tookto Europe?"Reporter: "Senator B what about these

allegations of taking campaign moneyfrom the Chinese?"Senator B: "I'm glad you asked me that.This bipartisan bill that I'm introducingwill reform campaign finance in thiscountry."

Will the speaker actually address the issuewhen the non-answer is pointed out?Has there been an honest attempt to clarify

the merits of the issue and take responsibilityfor addressing legitimate concerns with thisproposal?


AD HOMINEMUSING A SCAPEGOAT


SHOTGUN APPROACH

When a speaker throws at the audienceevery supporting idea for his or hercause that can be thought up. The hopeis that at least some of the ideas will beaccepted. The more varied andheterogeneous the audience is, thebetter the chances to get ideas across.Based on the philosophy that more is

better.

Daoub Kuttab Takes the Shotgun Approach:http://hpmonitor.blogspot.com/2012/05/daoub-kuttab-takes-shotgun-approach.html

Pachter’s Propaganda:http://www.notenoughshaders.com/201

2/10/22/pachters-propaganda/

How many of the arguments presented fallshort of facts and supporting evidence? Are any of the arguments presented contraryto my interest in this proposal?

POISONING THE WALLCARD STACKINGMAKING A PRE-EMPTIVE STRIKE

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Technique




THE WICKED ALTERNATIVE(DEFLECTION)

A technique where the messagedelivered to defend someone orsomething is an attack on its opposite.

A proponent of mass transit will vilify the"car culture" with pollution and fossil fuelarguments rather than focuses on theselling points of high-speed railways.

Is there more than one issue being presentedhere? Am I getting the pros and cons of the currentissue only?

NON-SEQUITURRED HERRING (SMOKESCREEN)C ARD STACKING


TWO WRONGS MAKE A RIGHTThe fallacy of saying that somethingunjustifiable IS justifiable simplybecause someone else did it.

NFL football players justifying the use of

a "slashing" gesture across their throatby saying that professional wrestling issomething children also watch, and it's alot worse.Johnny stole candy from the store andexplains that it wasn't wrong becauseJimmy did it too.

Is there commonality here in both issuesexamples of being wrong?Is the justification for the issue at hand inanyway relevant to the merits of theproposal?

NON-SEQUITURPOISONING THE WELLSELECTED INSTANCES


USING A SCAPEGOAT

A technique used to focus the blame,correctly or incorrectly, on one group.Political, ethnic, religious, racial or socialclass groups have a long history of

being blamed for all or most of the ills ofa particular society.

Female roles such as Eve in the Gardenof Eden and Pandora of GreekMythology have been used to vilifywomen for their weak morals/nature. At a time when anti-Semitism was rife inFrance, Alfred Dreyfus was a Jewisharmy officer falsely accused of passing

military secrets to the Prussians in the"Dreyfuss Affair," which tore the countryapart.Leon Trotsky was blamed for many ofthe ills in Soviet Russia.

Is the person being blamed truly responsiblefor causing all aspects of the problem orissue at hand?Who stands to gain from the attack on thisperson?

NAME CALLING (STEREOTYPES) AD HOMINEMCONDEMNING THE ORIGIN


USING AMBIGUOUS WORDS(AMBIGUITY) ( AMPHIBOLY)

A message that can suffer from multipleinterpretations because a word orphrase has more than one meaning.Think "AMBI" as in "AMBIDEXTROUS"which means you can use both handsequally well. Ambiguity means that thesentence or a word in the sentence is

used unclearly and the exact meaningbeing used is vague.

Criminal actions are illegal, and allmurder trials are criminal actions, thusall murder trials are illegal. (The term"criminal actions" is used with twodifferent meanings)"Last night I shot a burglar in mypajamas." (who was wearing thepajamas?)

"John Smith is a very good candidate"where critical thinkers would ask exactlywhat is meant by the word good.

Is there a reliance on something with multiplemeanings in this message?Rephrase a statement as a question thatfocuses on identifying a specific meaning of avague point. (So you're saying....?)Define what you mean by ____?

EQUIVOCATIONBEGGING THE QUESTION


USING GESTURES AND PROPS

Image making can be a powerfulinfluence by cloaking propaganda indrama. This includes gestures usingfacial expression and body languagesuch as f inger-pointing, clenched fists,chest and podium pounding and thumbseither up or down. Additionally, propssuch as insignias, flags, medals,ribbons, hats, uniforms, logos, badgesof authority and large picture backdropscan make a mild manner message

seem impressive.

A decorated war veteran running forpolitical office will wear his fullydecorated military uniform for publicappearances.Video montages that evoke heroic prideor high moral standards will be used anopening segway to a speaker's hard sell.Sound effects, pre-recorded applauseand laugh tracks have been used tosimulate the appearance of audience

enthusiasm.

Does the significance of the message beingdelivered change when the dramatic effectsare stripped away?Does the merits of the proposal still stand outwithout the additional imagery?

APPEAL TO POSITIVE EMOTIONS APPEAL TO TRADITIONSTART COLD, GET WARM & END HOT

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Technique



Questionable

Causal

Relationships

CONCURRENCY (JOINT EFFECT)

One thing is held to cause another whenin fact both are the effect of a singleunderlying cause. This fallacy is oftenunderstood as a misinformed variationof POST HOC (ERGO PROPTERHOC) propaganda.

We are experiencing highunemployment which s being caused bya low consumer demand. (In fact, botheffects are caused by high interestrates)You have a fever and this is causing youto break out in spots. (In fact, both aresymptoms caused by the measles virus)

Are there any other common reasons ordependencies that can cause these issues tooccur?Will the designated effect be completelyeliminated if we solve the problem reflected inthe underlying cause?

POST HOC (ERGO PROPTER HOC)HIDDEN CONTRADICTIONSFALLACY OF INCONSISTENCY

Questionable

Causal

Relationships

CONDEMNING THE ORIGIN

A message attempts to discredit an ideaby showing that it has an unappealingsource. A means of typecastingsupporters of a broader issue byignoring adaptation, innovation andevolving ideas.

"The prison system and capitalpunishment are children of the Dark Ages and should be abolished.""Eugenics is Nazi science""Alcoholics Anonymous promotescreationism"

Is this an issue of cause of effect or avariation of a general concept?Does the argument still whole merit when thebiased generalization is removed?

NAME CALLING (STEREOTYPES) AD HOMINEMUSING A SCAPEGOAT

Questionable

Causal

Relationships

FALSE CONVERSION OFPROPOSITIONS (ILLICIT

CONVERSATION)

A fallacy where the subject and thepredicate terms of a proposition areswitched. Typically, the propositionincorrectly uses "all/every" or "some/not"in its premise to surmise an falseconclusion.

"All communists are atheists. Therefore,all atheists are communists.""All Roman Catholics believe in God. Allthose people who believe in God areRoman Catholics."

"All the contestants on HollywoodSquares are bad actors. Therefore, allbad actors end up being contestants onHollywood Squares."

Are both statements in the proposition true oris the second one a false derivative of thefirst statement?Is there evidence presented for bothstatements or is half of the proposition basedon assumption?

EXAGGERATION OF CONSEQUENCESIRRELEVANT CONCLUSIONFOREGONE CONCLUSIONSBIG LIE (HYPERBOLE)

Questionable

Causal

Relationships

POST HOC (ERGO PROPTER HOC)

Involves a claim that something causedsomething else, where that might not bethe case or it might not be the wholestory. These messages represent atiming-coincident variation of faulty logicwhere it is said that because event Aoccurred before event B, that event Amust have caused event B and beensolely responsible for the outcome.

The Challenger shuttle explosion wascaused by the cold weather. (Fails tomention that it would not have occurredhad the O-rings been properlyconstructed)The accident was caused by the poorvisibility in dense fog. (Fails to explainthat the driver was drunk, exceeding thespeed limit and the pedestrian was

jaywalking around a blind corner)

What are the specific f actors that arerequired to consistently produce the effect?Can I achieve the same outcome with adifferent set of circumstances?

CONCURRENCY (JOINT EFFECT)FALLACY OF INCONSISTENCYWRONG DIRECTION

Questionable

Causal

Relationships

SHOCK `EM

A message that make a ratheroutrageous, exaggerated or shockingstatement as an attention getter. Butunlike HYPERBOLE, the shock factor isthen backed up with supportingevidence that might not be asnoteworthy..

Environmentalist: "The human racemight not see the next century. Weneed further climate change studies toinvestigate this list of mundaneissues..."Educational Reformer: "US publicschools are pretty good - for a 2nd worldnation! We need a budget with avoucher program due to test scoresslowly declining in the past 30 years."

What is the significance of the key pointsmade in this proposal?What is the correlation between the shockfactor and the actual issue in this message?

BIG LIE (HYPERBOLE) APPEAL TO NEGATIVE EMOTIONSSTART COLD, GET WARM & END HOT

Questionable

Causal

Relationships

WRONG DIRECTIONThe relationship between cause and

effect is reversed.

"Cancer causes smoking.""The increase in AIDS was caused by

more sex education."

What evidence supports this nonsense?

Is the cart being placed before the horse?

FALLACY OF INCONSISTENCYPOST HOC (ERGO PROPTER HOC)

HIDDEN CONTRADICTIONS

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Technique



Faulty Logic APPEAL TO BELIEF (APPEAL TOCOMMON BELIEF)

An assertion that most people ingeneral, or a particular group of people,accept a belief as true is presented asevidence for the claim. This type of logicis fallacious because the fact that manypeople believe a claim does not, ingeneral, serve as evidence that theclaim is true.

At one time, most people in Europebelieved that the earth was the center ofthe solar system (at least most of thosewho had beliefs about such things).God must exist. After all, I just saw apoll that says 85% of all Americansbelieve in God. At one time, most people thoughtsmoking wasn't dangerous to yourhealth.

Am I accepting this proposition at face valuewithout considering the supporting evidence just because it is widely held as true?

Is there an opposing view to this belief? Andif so - what is it?

APPEAL TO POPULARITY APPEAL TO TRADITION APPEAL TO CONSEQUENCES OF ABELIEF APPEAL TO NOVELTYRELATIVIST FALLACY

Faulty Logic APPEAL TO INAPPROPRIATE AUTHORITY (ENDORSEMENT)

When alleged experts are used tosupport an idea or product when theyare not in a position to know or areotherwise unreliable.

"Drink Milk. It does a body good..." saidby a popular athlete in a football uniformrather than a licensed medicalprofessional or nutritionist.

Is the spokesperson really an expert on theposition/subject being promoted?Does this person have an incentive, vestedinterest or ulterior motive for making thisstatement?

APPEAL TO AUTHORITY: EXPERT APPEAL TO AUTHORITY: TESTIMONIALHELP FROM GIANTS OF THE PAST &PRESENT

Faulty LogicBLACK & WHITE FALLACY(BIFURCATION) (EITHER / ORFALLACY)

A statement that doesn't allow any roomfor gradient responses or intermediatestates between two extremes The twoextremes are often in the form of a pro

vs. con decision where there is a falselogic at work indicating only one of thetwo options is feasible/acceptable/ideal.Similar to a FALSE DILEMMA wheresome alternatives are ignored or glossedover but with a more blatant coercionthat forces the audience to disregardany options not included in theproposition.

People are being described as beinggood or bad, patriotic or unpatriotic,skinny or fat, tall or short, a believer orinfidel, etc."You are either with us, or against us.There is no in-between." (infers there isno neutral position)"You can either sign-up for our discountprogram at a nominal fee or pay fullprice on every purchase made in ourstore." (infers the store is an exclusiveretail outlet)

What is underlying rule that eliminates anyexceptions to the norm being presented?What other scenarios exist where thismessage wouldn't be an acceptable set ofchoices?

FALSE DILEMMAFALSE URGENCYBEGGING THE QUESTIONSLIPPERY SLOPE

Faulty Logic EQUIVOCATIONTo change the meaning of a key word inthe middle of an argument.

"Only man is rational. No woman is aman. Therefore, no woman is rational."(the word "man" meaning human vs."man" meaning male)

How many different meanings does thequestionable word/phrase have?Can I substitute a singular meaning of theword for the word itself and still arrive at thesame conclusion?

USE OF AMBIGUOUS WORDSBEGGING THE QUESTIONNON-SEQUITURUSING AN ILLICIT DEFINITION

Faulty LogicFALLACY OF BIASED SAMPLING(ACCIDENTAL BIAS)

Someone fails to recognize (or concealsthe fact) that an argument is based onan exception to the rule.

By using selected scholar-athletes asthe norm, one could argue that largersports programs in schools were vital toimproving academic performance of allstudents."4 out of 5 people questioned like ourchocolate"

Does this proposition address the mostcommonly found scenarios?What is the demographics of the sampleused to draw this conclusion?

FALLACY OF COMPOSITIONSELECTED INSTANCESMANIPULATING NUMBERS

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Technique



Faulty Logic

FALLACY OF COMPOSITION (HASTY

GENERALIZATION)

Involves an assertion about a whole thatis true of its parts. Assumes that sincethe attributes of particulars can beproven, the claim that the attributes also

describe the group is also proven. Oftencalled a "hasty generalization" due to thesupporting evidence using too small asample, then making a broad claimabout the group based on that.

Academic advisor notes that all of thestudents in a given professor's classhave nearly perfect test scores,therefore all of the professor's studentsmost be exceptionally smart and given tooption to test out of taking the class.

A military officer points out that somehomosexuals flaunt promiscuousbehavior, therefore all homosexualsmust enjoy the same behavior andshould be forewarned of consequencesof those acts.

Is the example given as supporting evidencerepresentative of everything in the group

without any individual exceptions?Can the absolute or broad generality beproven false?

FALLACY OF BIASED SAMPLINGGLITTERING GENERALITIES

FALLACY OF DIVISIONPERSONIFICATION (multiple entries)

Faulty LogicFALLACY OF DIVISION (INVERSECOMPOSITION FALLACY)

The opposite of FALLACY OFCOMPOSITION where an assertionabout all of the parts of a group that istrue about the whole because noexceptions exists.

A college recruiter presents above-average scores of the honors programparticipants and claims that all of thestudents are superior.Each Home Depot brick in this wall isthree inches high. Thus, all bricks thatcan purchased from Home Depot mustbe three inches high.

Is the evidence given representative of thelargest possible grouping or a subsetgrouping?What are the exceptions to the norm thatincluded in the underlying data for supportingthis statement?

MANIPULATING NUMBERSFALLACY OF COMPOSITION

Faulty Logic FALLACY OF INCONSISTENCY

An argument based on contradictoryclaims or using faulty reasoning frominconsistent premises. This happenswhen an author/speaker asserts morethan one proposition such that thepropositions cannot all be true. In such acase, the propositions may becontradictories or they may becontraries.

"Montreal is about 200 km from Ottawa,while Toronto is 400 km f rom Ottawa.Toronto is closer to Ottawa thanMontreal.""John is taller than Jake, and Jake istaller than Fred, while Fred is taller thanJohn.""All general claims have exceptions."(The statement itself is a general claim,and as such, it must also have anexception.)

Does the truth of one of these premisescontradict the other(s)?Where is the supporting evidence that isrelevant and mutually inclusive to all thepremises that stated?

HIDDEN CONTRADICTIONSPOST HOC (ERGO PROPTER HOC)WRONG DIRECTION APPEAL TO CONSEQUENCES OF ABELIEF

Faulty LogicFAULTY ASSOCIATION (FALSE

ANALOGY) (FAULTY COMPARISON)

Two or more things that may or may notreally be similar are portrayed as being

similar.

"This requirement should be rejectedbecause it is the kind of thing DavidDuke and his KKK buddies wouldsupport."

"NSA has received some of the sameawards as Holiday Inn and FederalExpress."

How are the situations alike? How are theydifferent?How well does the analogy apply to thecurrent situation?

Is the association contrived to fit this analogyto make me feel a certain way about theproposition?

TRANSFER

METAPHORS & SIMILES

Faulty Logic HIDDEN CONTRADICTIONS

Information is presented that is in directopposition to other information within anextended version of the sameproposition or made by the sameperson/organization in a different venue.

If someone stated that schools wereoverstaffed, then later argued for thenecessity of more counselors, thatperson would be guilty of contradiction.

Are all the facts consistent here?Has this position changed or evolved overtime?

FALLACY OF INCONSISTENCYWRONG DIRECTIONPOST HOC (ERGO PROPTER HOC)

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Technique



Faulty Logic

MIDDLE GROUND FALLACY(ARGUMENT TO MODERATION)

(GOLDEN MEAN FALLACY) (FALSECOMPROMISE)

A proposition based on the reasoningthat the middle position between twoextremes must be correct simplybecause it is the middle position. Thisfallacy draws its power from the fact that

a moderate or middle position is oftenthe correct one. However, the claim thatthe moderate or middle position iscorrect must be supported by legitimateexamples or other evidence

Congressman Jones: "The budgetshould cut welfare payments by 50% toallow more spending on new jobprograms."Congresswoman Shender: "The budgetshould increase welfare payments by

10% to keep up with inflation and cost ofliving increases."Congressman Trumple: "We shouldstrive for 30% decrease in welfarepayments as a valid compromise so thatwe can call it a bipartisan bill."

Does the proposed compromise truly satisfythe underlying concerns?

Will the problems that need addressed withthis proposition be adequately satisfied?

USE OF SIMPLIFICATIONSELECTED INSTANCES

LOADED QUESTIONS

Faulty LogicSELECTED INSTANCES(SUPPRESSED EVIDENCE)

An attempt to keep people from gainingaccess to all the relevant material thatthey need to arrive at the correctconclusion. Only offering informationwhich makes one's position look good,or information that makes the opposition

look bad.

Jones is Albertan, and most Albertansvote Tory, so Jones will probably voteTory. (Fails to mention that Jones livesin Edmonton and most people inEdmonton vote Liberal or N.D.P.)Sally is on disability and gets foodstamps, so all people who collectdisability get food stamps. (Fails to

mention that welfare recipients also getfood stamps, as do single parents on alimited income.)

Is all relevant information being presented oris the "principle of total evidence" beingignored in this proposition?Is their missing evidence that proves thebiased conclusion is false?

FALLACY OF BIASED SAMPLINGCARD STACKINGMANIPULATING NUMBERS ANECDOTAL EVIDENCE

Faulty LogicSLIPPERY SLOPE (IF / THENFALLACY)

A fallacy in which a person asserts thatsome event must inevitably follow fromanother without any argument for theinevitability of the event in question. Inmost cases, there are a series of stepsor gradations between one event andthe one in question and no reason isgiven as to why the intervening steps orgradations will simply be bypassed.

If I make an exception for you then Ihave to make an exception for everyone.DirecTV "Get Rid of Cable... Don't..."commercials."If we pass laws against fully-automaticweapons, then it won't be long beforewe pass harsher gun control laws,which will lead to restricting other rights,and then we will end up living in acommunist state. Thus, we should not

ban fully-automatic weapons."

Is there a logical progression between theseseries of events that has no room fordeviation from the stated course of actions?Is the final ultimatum in this series of eventsstrictly a direct consequence of the firstaction?

BEGGING THE QUESTIONFEAR MONGERINGBLACK AND WHITE FALLACYUSING AN ILLICIT DEFINITION

Faulty Logic USING AN ILLICIT DEFINITION

This technique involves using a wordthat has an old and accepted definitionand giving the word a new and oftenunrecognized definition.

“If you have an abortion and terminatethe life of a potential human being, youare guilty of murder." (The word"murder" is flaunting the accepted legaldefinition.)"Alcohol is a drug and anyone selling itis a drug dealer. Liquor store ownersshould be imprisoned." (The word "drug"is intentionally confused with the term"illegal drug")

Can the proposed idea be restated with usinga unfair play on words and still support thesame conclusion?Is the conclusion drawn from supportingevidence or biased generalities?

EQUIVOCATIONUSE OF SIMPLIFICATIONCARD STACKINGWEASEL WORDS

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Technique



Faulty LogicUSING SIMPLIFICATION

(OVERSIMPLIFICATION)

When a message leaves out so manyimportant details it is no longer accurate.It is often necessary for anauthor/speaker to simplify complexitiesin order to have the skeleton of his or

her ideas understood and acceptedquickly. But when the complexities arepurposely avoided to relay a fallacy, thenthe persuasiveness of the messageshould be questioned.

A local bank advertises "...all yourtroubles will be over when you take out aloan with us" and fails to mention thatextensive credit checks are required anda high interest will be applied if you areapproved.

"Those who oppose abortion are justimposing their religious beliefs on therest of us." (While some opposeabortion on religious grounds, it is not areligious issue, it is a human rightsissue.)

Is the issue is more complex than is beingacknowledged? If so, why are the nuances ofthis proposal not being disclosed? Are there additional fact or considerations

behind this presentation that are beingsuppressed that would change my opinion onthe issue?

MIDDLE GROUND FALLACYSTRAW MAN ARGUMENT

EMPHASIZE ONE POINTUSING AN ILLICIT DEFINITION

ExploitativeReasoning

ANECDOTAL EVIDENCE(MISLEADING VIVIDNESS FALLACY)

A message usually told as a story orexample of one or two events. Theseanecdotes are designed to "prove"something which is the opposite of whatthe larger body of data show.

"Smoking isn't harmful. Why mygrandmother smoked a pack a day andlived to the ripe old age of 92.""I never wear a seat belt. Ida down thestreet was in a crash, and they said shemight have been killed had she beenwearing a seat belt."

Is this statement the exception to the norm ordoes most of the data support theconclusion?Can the stated conclusion be easily disprovenby looking at more examples?

CARD STACKINGMISPLACED BURDEN OF PROOFSELECTED INSTANCES

Exploitative

Reasoning

APPEAL TO CONSEQUENCES OF ABELIEF (APPEAL TOCONSEQUENCES) (WISHFULTHINKING)

An assertion that an idea or proposition

is true or false because theconsequences of it being true or falseare desirable (positive) or undesirable(negative). This type of reasoning isfallacious because desirability is notrelated to the truth value of the idea orproposition. When expressed as avariation of wishful thinking, thistechnique can also be seen as acognitive bias than a logical fallacybecause it causes someone to evaluateevidence very differently based on thedesired outcome.

"God must exist! If God did not exist,then all basis for morality would be lostand the world would be a horrible place!""I don't think that there will be a globalwarming catastrophe. If I believed that, Iwouldn't be able to get up in themorning. I mean, how depressing.""I know in my heart of hearts that ourhome team will win the World Series."

Is there a disclaimer attached to thisstatement/proposal acknowledging there isno proof for the claim and the speaker thinksit's true due to personal belief?Is it the appeal of the idea of this propositionthat I drawing a conclusion from, or is it themerits of the claim itself?Can I imagine alternate lifestyle ordemographic circumstances where this ideawould not appeal to me?

APPEAL TO POSITIVE EMOTIONS APPEAL TO TRADITION APPEAL TO BELIEFFALLACY OF INCONSISTENCY


APPEAL TO IGNORANCE (ADIGNORANTIAM)

A speaker argues that something theystated is true because there is noevidence available that it is not true.

"Since you cannot prove that ghosts donot exist, they must exist.""Since scientists cannot prove thatglobal warming will occur, it probablywon't."

What is the problematic assumption that

results from the unknown factors in thisproposal and is it a bigger problem than theoriginal issue?Without hard evidence, is this issuesupported circumstantially to be called atheory (that could be proven later) or is itmerely speculation?

MISPLACED BURDEN OF PROOFBEGGING THE QUESTIONRELATIVIST FALLACY

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Technique




APPEAL TO MOTIVES (HALOEFFECT)

When an argument is made that aproposition should be accepted or anaction taken for the reason that thoseadvocating it have good intentions. Aproposition or recommended action

should be accepted or rejected based onthe evidence that demonstrates that it iscorrect or a good idea.

Politicians often argue that certain billsshould be passed even if there is solidevidence that they will not be effective,because the bill is intended to alleviatepoverty or help the environment, etc.

"How can you object to PETA's tactics?PETA is trying to save animals so allanimal lovers should support PETA."

Is the motivation of the people behind thisproposal relevant to outcome?Is there a valid plan, strategy or safetymeasures in place that guarantees the

outcome will be as good as the intentions?

STRESS HIGH MORAL PRINCIPLESEMPHASIZING CREDENTIALS APPEAL TO PITY

RED HERRING (SMOKESCREEN)


APPEAL TO PITY (ADMISERICORDIAM)

When an argument is made that tries toget you to accept a proposition becauseyou feel sorry for someone/somethingrather than because of reasons basedon the merits of the idea and supportingevidence.

"How can you say that's out? It was soclose, and besides, I'm down ten gamesto two.""We hope you'll accept ourrecommendations. We spent the lastthree months working overtime on it."

Does the pitiful state of the speaker haveanything to do with the truth of theproposition?When the sympathy card is removed, aretheir other compelling factors that support thevalidity of this proposal?

APPEAL TO POSITIVE EMOTIONSDEMAND FOR SPECIAL CONSIDERATION APPEAL TO MOTIVESRED HERRING (SMOKESCREEN)


APPEAL TO POPULARITY (ADPOPULUM)

Someone attempts to justify a claim onthe basis of popularity. Focuses on whatthe speaker thinks his or her audience

wants to see, hear and/or is currentlyinterested or concerned about. There istypically a reliance on imagery and little-to-none sales pitch offered in thistechnique. Similar to BANDWAGON butmore subtle in the way the message isdelivered.

An unknown songwriter introducesthemselves by name-dropping biggerartists who have bought his songs.

Awards show ad features a trend-settingcelebrity host, dancing to a hit song in apopular pair of sneakers, and no verbalmessage is given such that imagery ofpopularity is left t o speak for itself.Opponents of year-round school claimthat students would hate it.

What are the opposing views or alternatechoices not be presented here?How do I feel about this proposition when thepromotional imagery and trendy elements areremoved?

APPEAL TO BELIEFBANDWAGON APPEAL TO NOVELTYTELL THEM IT’S CONFIDENTIAL

Exploitative

Reasoning

LOADED QUESTIONS (LEADINGQUESTIONS) (SEEK SIMPLE

ANSWERS) (MISUSING THESOCRATIC METHOD)

A question which is intended to get aparticular answer or never asking aquestion that doesn't get the desiredanswer. A line of questioning that, nomatter how it is answered, willincriminate the one who answers.Instead of properly using the SocraticMethod where roundtable discussion isdriven by questions that eliminate vagueterminology and clarify complexmeanings. Demanding a simple answerto a complex issue is a device used byadvertisers, politicians and lawyers.

"You don't want to see our worldbecome more polluted, do you?""Did you stop your habit of substanceabuse?""Have you stopped committing acts oftreason?"

"Being a concerned citizen, are youplanning to vote this year?""Who would want to see their childrengoing to an under-funded school?"You wouldn't want to see all theredwoods cut down, would you?

Is this question or line of questioning a baitand switch discussion or an honest debate?Is the question is asked in a way that only

one answer could be given without greatstruggle, and is that answer guaranteed tofavor the one asking it?

MISPLACED BURDEN OF PROOF

APPEAL TO MOTIVES (HALO EFFECT)

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Technique



Exploitative

Reasoning

METAPHORS & SIMILES (WEAK

ANALOGY)

The use of figures of speech to simplifythe main point(s) of argument in acatchy way that is designed to appeal tothe audience and induce a no-brainerdecision of acceptance. A word/phraseis transferred from the object it normally

describes to another object it maydesignate only by implicit comparison oranalogy. Alternately, two unlike thingsare compared in such a way that theyseem similar.

"That symphony orchestra sounds like athousand meowing cats all out of tune.They're not worthy of the price ofadmission and they don't deserve yourdonation."

"Sally is as nutty as the topping on achocolate sundae. You must be out ofyour mind if you plan on voting for Sallyfor president of the Parent Teacher Association."

Can the proposal be re-stated usingsupporting evidence rather than the figure ofspeak and still support the same conclusion?

Are examples provided that strengthen thecomparison being made enough to justify theplay on words?

CLICHÉS AND PLATITUDESEUPHEMISMS

FAULTY ASSOCIATIONTRANSFER (SYMBOLISM)


RELATIVIST FALLACY

When a person rejects a claim byasserting that the claim might be true forothers but is not true for him/her.Supporting evidence is not evaluated onits merits and a logical opposingargument to the proposal is not

presented in lieu of a subjective truththat essentially stops all further thoughton the matter.

Jill: "I read that people who do not getenough exercise tend to be unhealthy.Look at results of this study."Bill: "That may be true for you, but Inever exercise and pass my annualphysicals with flying colors."

Dave: "Your position results in a

contradiction, so I can't accept it."Bill: "Contradictions may be bad in yourEurocentric, oppressive world view, but Idon't think they are bad. Therefore myposition is just fine."

Is this an objective truth presented withlogical supporting evidence, or subjectivetruth that is only relevant to the speaker'sopinion?Why is the speaker unwilling, or unable, to

address the issue in a manner that takes allthe information presented into consideration?

APPEAL TO IGNORANCEFOREGONE CONCLUSIONS APPEAL TO BELIEF

BlatantDisinformation

(DeceptiveRhetoric)

BIG LIE (HYPERBOLE)

A false proposition with assertions offact with no evidence to support them.Hyperbole or loaded language that faroverstates the condition of something.The idea is that if a lie is big enough, orthe hyperbole is extreme enough, peoplewill tend to think there must be sometruth in it.

In WW I the British falsely claimed theGermans were cutting off the hands ofBelgian children.The USA falsely claimed that SaddamHussein was hiding chemical weaponsof mass destruction in Iraq."This is the best movie in the history ofthe world!" or "This is a GLOBALCRISIS!"When someone merely has a differenceof opinion we hear "They are violatingmy rights," etc.

Is the speaker using verbal inflation or wildexaggeration to work up the audience?Does removing/reducing the exaggeratedlanguage used to describe the situationchange how I feel about this message?

POTEMKIN VILLAGEGLITTERING GENERALITIESSHOCK `EMFALSE CONVERSION OF PROPOSITIONS

BlatantDisinformation

(DeceptiveRhetoric)

CARD STACKING

The deliberate organization andpresentation of material that makes oneposition look good and another look bad. All positives or all negatives presentedas a means to slant a message. Keywords, facts or unfavorable statistics areomitted in an ad or commercial topresent a message comprising a seriesof half-truths.

TV commercials for SUVs that promotebody construction, slick interior, greatsound system and trick wheels but failto mention the vehicle is gas guzzlingpiece of machinery with notoriously badtransmissions and a history of fuelinjection and break problems.

Is this the whole truth or merely anadvertisement of strictly positives by a partywith a vested interest in what is beingpromoted?Is this message giving me the completepicture that can be verified via neutralsources?

USING AN ILLICIT DEFINITIONMAKING A PRE-EMPTIVE STRIKESELECTED INSTANCES ANECDOTAL EVIDENCESHOTGUN APPROACH

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Documents

Scientology Propaganda Techniques - Dogma and Fund Raising Practices