We are bombarded on a daily basis with persuasive arguments. Understanding how to assess these arguments is critical to insure that the population is well informed on important issues. Two routes of persuasion have been identified, central and peripheral(Petty and Caccioppo, 1986).
An example of the central route would be of a chess master recommending a move to someone. They base the move off of logic which assesses all of the pieces on the board. The central route is based off of facts.
An example of a peripheral route would be when Bill O'Reilly throws around words such as anti-patriotic when he attacks someone like Rosie O'Donnell. The peripheral route relies upon influencing individuals emotions through cue words, attractiveness of the person proposing the argument(the only thing Michelle Malkin has going for her), or citing quantity over quality ( "50 experts said so!" vs. "1 expert" where the 1 expert is using quality arguments and the 50 are using weak arguments.).