| 1. GLITTERING GENERALITIES
The IPA used this term to describe virtuous words that mean different things to different people, but are used in such a general way that you can project your own meaning into the speaker’s words. So when people talk about freedom, strength, Democracy, or patriotism, you are likely to assume they think of those words the same way you do. |
| 2. NAME CALLING
“Name calling” is a technique where someone uses words to link a person or proposal to a negative or emotionally charged symbol. The idea is to get you to reject the person due to the association with the symbol rather than actual evidence, which may or may not be there. |
| 3. TRANSFER
There are institutions and objects that you have positive associations with, so politicians try to appear with symbols of those institutions in the hopes that you will transfer your positive associations onto them. |
| The IPA pointed out that sometimes |
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citing a qualified source is a good way to emphasize a legitimate idea. But you should consider whether or not the source being cited is really qualified to make judgments about a particular issue.5. PLAIN FOLKS
The “Plain Folks” technique is at work whenever a speaker promotes the idea that he or she is “of the people,” just an Average Joe despite the fact that he or she may go home to a mansion at the end of the day.
6. CARD STACKING
“Stacking the deck” is a gimmick used by magicians where a deck of cards appears to be randomly shuffled but is in fact arranged in a specific way. The IPA borrowed the term to describe a technique where only one side of a topic is favored, or another side is ignored or played down.
7. BANDWAGON
The idea behind the Bandwagon technique is that, since everyone else is doing it, so too should you.
