A fact that may be used to infer another fact

Dissimilarities between two things are so much greater than their similarities - that their connection is unjustified

An ethical appeal that establishes the speaker's or writer's credibility and trustworthiness

To misrepresent your opponents argument; to seemingly refute your opponent's argument when in fact you have not accurately described his/her position

What's my message? - Who's my audience? - How should I adapt my message to my specific audience? - What's my rhetorical strategy? - What's my goal?

When you assume that the audience will automatically supply and accept an unspoken premise; construct an argument that does not explicitly state all the premises because you know the audience members will fill in those premises on their own.

Does not acknowledge the possibility of a neutral position

Advertisers try to make their products stand out by focusing on a single element that is found only in their product - hoping that consumers will think this means their product is better - he only breathmint that has retsyn - There's nothing else lik

Appeal to an unqualified expert

To reduce complex matters to an either/or logic

Advertisers intentionally do not finish a comparison - Our Candy is Sweetest - The safer car for your family