KLogical Fallacy

Equivocation

Description

Equivocation is argument by shifting sand: one word is used in two senses while pretending it has stood still.

Why This Works

It works because ambiguity is cheap and attention is expensive. Few listeners track each definition as it changes.

Example 1

“The product is free.” First, it means no signup cost; later, it means no total cost at all.

Example 2

“Natural means good.” “Natural” is moved from origin to moral quality without warrant.