How to Win Every Argument: The Use and Abuse of Logic (2006)

174 How to Win Every Argument

Knowledge is specialized, and we have to accept the view of
authorities to some extent. There is a general reluctance to
challenge the view of someone who appears much more quali-
fied than ordinary people. When support for a position is urged
on account of the opinion of someone who appears to be more
qualified but is not, the fallacy of argumentum ad verecundiam is
committed.
The fallacy lies in the introduction of material that has no
bearing on the matter under discussion. We have no reason to
suppose that the opinion of a qualified person is worth any more
than our own. The attempt to make our own opinions yield
before such spurious authority is trading on our respect for
position and achievement, and trying to use this instead of
argument and evidence.

The cologne of the stars.

(Since few of us are lucky enough actually to smell our heroes and

heroines, their opinions on this subject are probably less interesting

than those of ordinary people closer at hand.)

The argumentum ad verecundiam dominates the world of
advertising. Those who are thought worthy of admiration and
esteem because of their achievements frequently descend to our
level to give advice on more humdrum matters. Those whose
excellence is in acting are only too ready to share with us their
vast experience of instant coffee and dog-food. The winning of
an Oscar for excellence in motion pictures is widely recognized
as a qualification to speak on such matters as world poverty and
American foreign policy.
One can admit the current young hopeful some authority on
tennis rackets after a Wimbledon success; but razor blades? (One
is surprised to find that he shaves.) In a similar way we see
famous faces eating yoghurt or buying life assurance. Those who