Brand, Insult, and Use Endorsements
Nicknames and insults, sales pitches, and figures of character.
ad hominem (ad-HOM-in-em)
The character attack.
The worn-out label.
The “Oh, yeah?” argument.
The descriptive nickname.
The everybody-knows-it-or-does-it figure.
The figure that quotes an authority.
dialogismus (die-ah-log-IS mus)
The one-person conversation.
Repetition that describes a character.
The body figure.
The figure of praise.
The figure of faint praise.
Argument by character. It’s one of the three kinds of argument; the other two are pathos (argument by emotion) and logos (argument by logic).
The thanksgiving figure.
jeremiad (jer-e MI-ad)
Prophecy of doom; also called cataplexis.
A figure that recalls the speaker’s own experience.
The label flip.
reductio ad absurdum
Taking an opponent’s argument to its illogical conclusion.