De invloed van het standpunt op de beoordeling van ad populum-argumentatie

This paper presents guidelines for the analysis and evaluation of ad populum argumentation. For both of these tasks the type of standpoint is considered as a relevant factor. The conclusions are based on a critical examination of the argumentation theoretical literature regarding this type of argument and in completing and systematizing the insights drawn from it. ad populum-argumentation supporting a descriptive standpoint can only be reasonable if the appeal to the opinion of a lot of people is supplemented with an extra coordinatively linked argument. ad populum argumentation supporting a prescriptive standpoint should be treated according to its function in two contexts in which it typically occurs: advertising and politics. An analysis of the first context shows that this kind of ad populum actually consists of complex argumentation in which the appeal to the people supports an evaluative standpoint. This kind of ad populum is assessed as unreasonable, albeit for different reasons than provided in the literature. ad populum argumentation in the context of political deliberation ‐ ‘procedural ad populum argumentation’ ‐ is regarded as argumentation that is not inherently fallacious, but still too weak to function as the only support for a policy standpoint.