How we change what others think, feel, believe and do
Attack the Person
Attack the person in some way. For example:
You are not qualified to make such a statement.
You would say that, wouldn't you.
And who do you think is going to believe you.
Of course you will defend your own department.
You mean you have not considered Wikkin's work? That is a serious omission.
Attacking the Person is a form of distraction, forcing them into defending themself and away from their argument. Most people, when personally attacked, respond with a fight-or-flight reaction and so either jump to their own defense or cognitively flee (and in doing so, drop any argument they are making).
Attacking people in public frames you as an aggressive person who attacks those who oppose you. Other people there will consequently be less likely to attack you or use strong arguments against you, for fear of being attacked by you, hence strengthening your power position.
A sub-division: Abusive Ad Hominem is where the person is attacked and discredited. Circumstantial Ad Hominem occurs where an excuse is made for the person which negates their argument due to some special circumstances, such as the role they have.
Also known as
Ad Hominem (against the person), Abusive Ad Hominem, Circumstantial Ad Hominem.