Authority Appeals

"The Transfer technique tries to extend the authority and approval of something or someone we respect to something the propagandist would have us believe. Symbols play an important role with this technique, for example flag waving or idealised images of womanhood or manhood, anything that can stir the emotions and win our approval. The best defence is to calmly ask yourself what exactly is the speaker trying to pitch? What does it mean? Is there a legitimate connection between the suggestion and the person or product? Does the proposal have any merit by itself? Try to do this independently of the convictions you already have about other persons or ideas. Testimonials are an implementation of the Transfer technique, but where the respected or authoritative person themselves seeks to make the transfer rather than a third person. The respected person gives something their stamp of approval, essentially making an ethical appeal based on their authority as an expert to encourage the audience to follow their example. The best defence is to calmly ask yourself who exactly is this authority figure? Is there a good reason we should believe they are qualified to make this recommendation? Is there any merit to what is being proposed? The technique falls apart if you can see that the person is not actually an authority but somebody with a secret agenda, or show that other experts disagree with them. The Plain Folks technique presents a spokesperson from humble origins, a simple, decent, good-natured person who has our best interests at heart. The spokesperson uses common, everyday speech and mannerisms to get people to identify with them and so accept their point of view. The best defence is to calmly ask yourself is this person believable and trustworthy when removed from the situation being discussed? Are they trying to cover up anything? What are the facts of the situation? Try to consider the ideas contained in the proposal separately from the personality of the presenter."