The business technique that uses narration and storytelling to evoke a particular experience of a product - person - company. Also used to promote particular lifestyles. By consuming this bran - you participate within this lifestyle - e.g. Starbucks-

Statements claiming that some proposition is untrue or incorrect

Takes as evidence what it claims to prove

The feelings or emotions that are evoked from a word

This technique wants you to associate the good feelings created in the ad with the product - Because you deserve it - We want you to have the best.

Claims attack the person and not the issue

The ability to make a 'rational' link between your claim and evidence - which helps the audience consent to your argument

The dictionary definition of a word

An argument based on two premises and a conclusion that is logically true - E.g. vegetarian do not eat meat - I am a vegetarian - Therefore - I do not eat meat

Evidence supporting the team's position or used to denigrate or defeat the opposing view

The generally held opinion held prior to the debate