Persuasion

Taps into people's desire to belong.

A writers position on a problem or issue.

It’s misleading to describe a corrupt politician as “just an average guy”

A statement many people assume to be true but which may or may not be.

Reasons or evidence that back up the claim.

If you believe that every child deserves a good education, support the education fund.

A speech or writing that is false or misleading.

If you eat before you swim you will get sick.

Taps into people's compassion for others

Is an error in reasoning.

Mistaken beliefs

A general principle that most readers would readily agree is true.

Either I watch TV, or I have nothing to do”

Uses words with strongly positive or negative connotations to stir people's emotions.

Millions of teens have made City Jeans part of  their wardrobe. What are you waiting for?

Tries to gain moral support for a claim by linking the claim to a widely accepted value.

For the cost of one cup of coffee a day, you could save a life.

A claim supported by reasons and evidence. Sound arguments appeal to logic, not emotions.

Makes people feel as if their safety, security, or health is in danger.

Anticipated objections that people of the opposing viewpoints might raise.