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

To reduce complex matters to an either/or logic

Appeal to an unqualified expert

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

Does not acknowledge the possibility of a neutral position

A fact that may be used to infer another fact

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?

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

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

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