What appeal is utilized when someone argues against a proposal based on the reputation of its proponent?

The argument that challenges a proposal based on the reputation of its proponent is known as an appeal to prejudice. This type of argument suggests that the personal characteristics, background, or reputation of the individual making the proposal are sufficient reasons to reject their ideas, regardless of the merits of the proposal itself. It relies on emotional associations and biases the audience may have regarding the proponent, rather than engaging with the actual content of the argument presented.

This method can be effective in swaying public opinion, as it taps into pre-existing biases and emotions rather than reasoned debate on the issue at hand. By focusing on who is making the claim rather than what the claim is, this appeal undermines the validity of the proposal through association with perceived negatives about the individual. Thus, it is a strategic approach in propaganda to diminish the acceptance of certain ideas by discrediting the source rather than the argument.