Some people insult those who disagree with them by questioning character or motives instead of focusing on the facts. Name-calling slaps a negative, easy-to-remember label onto a person, a group, or an idea. The name-caller hopes that the label will stick. If people reject the person or the idea on the basis of the negative label instead of weighing the evidence for themselves, the name-caller’s strategy has worked.
Even though feelings might be irrelevant when it comes to factual claims or the logic of an argument, they play a crucial role in persuasion. Emotional appeals are fabricated by practiced publicists, who play on feelings as skillfully as a virtuoso plays the piano.
Slogans are vague statements that are typically used to express positions or goals. Because of their vagueness, they are easy to agree with.