56 How to Win Every Argument
that of reason. A complete range of fallacies is available, with as
many names as there are emotions to draw on.
In addition to the ones important enough or common
enough to be covered by separate treatment, there is a list of
assorted and miscellaneous emotions, complete with Latin tags,
which can be drawn upon at one time or another to lead reason
astray from its intended course. The unwary sailor is entranced
by the alluring calls of the appeal to fear (argumentum ad
metum), to envy (ad invidiam), to hatred (ad odium), to super-
stition (ad superstitionem) and to pride (ad superbiam). There is
even more to tempt our preference for a quiet time with an
appeal to a just proportion of everything (ad modum), and one
which actually says straight out that sentiment is a better guide
than reason (sentimens superior). Unless one deliberately blocks
out the pull of these emotions, as the sailors of Odysseus blocked
up their ears to the allure of the Sirens' call, it is difficult not to be
influenced. Therein lies their enduring effectiveness as fallacies.
Those who still oppose nuclear disarmament should study the effects of a
thermonuclear blast. It can melt the eyeballs and vapourize human flesh
from great distances.
(This argumentum ad metum can be intensified by the use of photo-
graphs and films and simulated burns, and anything else which
might distract the audience from asking whether nuclear disarma-
ment will make it more or less likely.)There is no way in which Robinson could have solved the problem. That
would make him better than we are.
(Right. Envy will not affect the outcome, though a timely ad invidiam
might persuade people not to believe it.)The secret of using these fallacies is a simple one. Take the
trouble to discover the emotional disposition of your audience