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

Verecundiam, argumentum ad 175

have proved their worth as presenters of radio or television
programmes readily share with us their detailed expertise on
enzyme-action washing powders or the virtues of a margarine
which is high in polyunsaturates.
A variant of the argumentum ad verecundiam has the appeal to
unidentified authorities, albeit those in the right field. In this
world we are confronted by the opinions of 'leading scientists',
'top dog-breeders' and 'choosy mums'. Since we do not know
who they are, all we can do is to accept the apparent authority
they have. We never hear from the mediocre scientists, the
average-to-poor dog-breeders or the indifferent mothers.
There is also the visual ad verecundiam, instanced by the sports
team wearing the sponsor's name or slogan, even if uncon-
nected with the sport.

Winning the world slalom championships gives me a real thirst. That's

why...

(And the logic is as frothy as the stuff he's selling.)

Your own use of the ad verecundiam is made easier by the
desire of many eminent people to be thought of as compassio-
nate people with wide-ranging concerns. No matter how dotty
the cause, you will always be able to assemble a panel of dis-
tinguished names to act as honorary patrons to it. The fact that
they have achieved eminence as actors, writers and singing stars
will in no ways diminish their authority to lend weight to your
campaign.

In demanding a ban on Spanish imports until bullfighting is outlawed, I

am joined by distinguished international scientists, top scholars and

leading figures from the worlds of communication and the arts.

(They should know. After all, they are also experts on wars, whales

and windmills.)