Evidence

Relevance

Makes sense to support argument

Using quotes correctly, not taking ideas out of context or misrepresenting information

Enough to be persuasive; no magic

Vulnerabilities or weaknesses in one’s argument

Red Herring: A speaker skips to a new topic to avoid the topic of discussion
Ad Hominem: Switching the argument from the issue at hand to the character of the other speaker
Faulty Analogy: Comparing two things that are not comparable
Straw Man: When a speaker chooses a deliberately poor or oversimplified example to ridicule and refute an opponents viewport
Either/Or False Dilemma: Presents two extreme options as the only options
Equivocation: Uses a word with a double or ambiguous meaning to mislead the audience

Human element; appeals to emotion - Good for introducing/concluding arguments