Plain folks—the author presents himself or herself as being just like the readers (rather than being an authority who is superior to them), and suggests that because they're alike (have similar values), readers should automatically accept the author's argument.

Sweeping generalization—the author goes beyond the support or evidence presented and makes overly broad, all-encompassing statements ("All ______ are _____").

Straw man—first the author distorts the opponent's position (that is, the other side of the argument), and then attacks the distorted position instead of the opponent's actual one.

Appeal to authority—the author tries to persuade the reader to accept an argument by saying that some authority believes it or because the author is an "authority."

Testimonial—the author mentions a famous person who endorses the author's viewpoint, cause, or product.

Transfer—the author shifts qualities (good or bad) from one person or issue to another as a way of influencing the reader's perception of the original person or issue.