It works on these principles:
1) Poisoning the well – presenting adverse information about a target person with the intention of discrediting everything that the target person says.
2) Abusive fallacy– verbally abusing the opponent rather than arguing about the originally proposed argument.
???????3) Tone policing – focusing on emotion behind (or resulting from) a message rather than the message itself as a discrediting tactic.
4) Appeal to authority – an assertion is deemed true because of the position or authority of the person asserting it
5) Appeal to fear – an argument is made by increasing fear and prejudice towards the opposing side
6) Wishful thinking - a decision is made according to what might be pleasing to imagine, rather than according to evidence or reason. We will all be better off.
7) Manipulation of the mass media - appeal to the masses
8) Lies - claim that is presented as true without support, as self-evidently true, or as dogmatically true. This fallacy relies on the implied expertise of the speaker or on an unstated truism. Propositions are claimed to be true or good solely because majority or many people believe it to be so.
e.g. £250 million pounds and a red bus.
9) Fallacy of relative privation – dismissing an argument or complaint due to the existence of more important problems in the world, regardless of whether those problems bear relevance to the initial argument. For example : Immigration
10) Straw man fallacy – an argument based on misrepresentation of an opponent's position. e.g The man is a spy.
Have I missed any?