| Accountability | The extent to which an individual or institution could be held responsible for a decision, policy, or action.
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| Argument from Analogy | An inductive argument that one side of a comparison must have a characteristic of the other side because it has already been established that they share some other characteristics.
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| Assumptions | That which is taken for granted in advertising; some assumptions are warranted (justifiable)--some are unwarranted.
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| Asymmetry | Unbalanced or the result of using a double standard.
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| Deductive reasoning | A branch of argumentation in which the evidence cited purports to be sufficient for the drawing of the conclusion, implying that the conclusion follows with certainty, not likelihood.
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| Descriptive claim | An assertion that purports to state facts about something--such as the society or individuals.
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| Equivocation | One of the fallacies of ambiguity that plays on two or more different meanings of a word or phrase causing the audience to draw an incorrect inference.
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| Fallacy | An attempt to persuade by using incorrect reasoning that fails to support the conclusion drawn due to the irrelevancy of the premises, unwarranted presumptions, or an ambiguous use of language or grammatical structure.
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| Fallacy of Accent | An attempt to persuade the rests on the way in which a word or phrase is emphasized ("accented") causing the audience to draw an incorrect conclusion.
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| First Amendment | The First Amendment of the U.S. Constitution guarantees freedom of speech.
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| Frame of reference | The perspective taken on an event, story, or way of thinking. (for example in medicine, that of a doctor, a patient, a nurse)
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| Human interest story | A news story that is intended to appeal to the general reader because of its focus on a particular case (such as a moving story about an individual or group of individuals).
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| Inductive reasoning | A branch of argumentation in which the evidence cited only offers some support for the drawing of the conclusion, but entails an element of doubt or probability.
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| News media | The institutions in charge of producing news and commentary; including both print media (newspapers or newsletters), electronic media (online news sources), as well as TV news.
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| Prescriptive claim | An assertion that sets out recommendations--such as a course of action--for individuals, groups, or the society.
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| Stereotype | A generalization, such as about a racial or ethnic group, that may or may not have more than a slight basis in fact.
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| Tabloidism | Journalism that uses titillation, exaggeration, shock, disgust, or graphic photographs or details to attract an audience.
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| Verbal message | What is being said in ads in terms of the text (or copy).
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| Visual message | The use of color or black and white, symbols, images, "characters," and the layout of an ad.
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| Watchdog | An individual, group of individuals, or association whose job or duty it is to observe and report on someone or something, where
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