Scare Tactics, the first book on the subject, provides a theory of
the structure of reasoning used in fear and threat appeal
argumentation. Such arguments come under the heading of the
argumentum ad baculum, the argument to the stick/club',
traditionally treated as a fallacy in the logic textbooks. The new
dialectical theory is based on case studies of many interesting
examples of the use of these arguments in advertising, public
relations, politics, international negotiations, and everyday
argumentation on all kinds of subjects. Many of these arguments are
amusing, once you see the clever tactic used; others are scary.
Some of the arguments appear to be quite reasonable, while others
are highly suspicious, or even outrageously fraudulent. In addition
to the examples taken from logic textbooks, other cases treated
come from a variety of sources, including political debates, legal
arguments, and arguments from media sources, like magazine articles
and television ads. The purpose of this book is to explain how such
arguments work as devices of persuasion, and to develop a method
for analyzing and evaluating their reasonable and fallacious uses
in particular cases. The book shows how such arguments share a
common structure, revealing several distinctive forms of argument
nested within each other. Based on its account of this cognitive
structure, the new dialectical theory presents methods for
identifying, analyzing, and evaluating these arguments, as they are
used in specific cases. The book is a scholarly contribution to
argumentation theory. It is written in an accessible style, and
uses many colorful and provocative examples of fear and threat
appeal arguments that are suitable for classroom discussions. The
matters treated will be of interest to professionals and students
in law, critical thinking, advertising, speech communication,
informal logic, cognitive science, rhetoric, and media studies.
General
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