The word just escapes me, but it is frequently used politically to describe a narrative which relies on explaining a complex matter in terms of the people involved in the issue.

  • Sounds like humanized. >"The humanized brand will communicate the message, either directly or in a subtle way, that the bank understands its customers as humans, cares about what they are feeling and is committed to meeting their needs." thefreelibrary.com/Humanizing+bank+brands-a0374971457 – Yosef Baskin Apr 6 '17 at 19:08
  • Add a sample sentence please. It may help to find the word. – user66974 Apr 6 '17 at 19:24
  • 3
    @Josh I've just remembered - the expression I'm thinking of is ad hominem. My apologies for troubling you. Others should consider the question closed. Thanks. – WS2 Apr 6 '17 at 19:47

It's hard to know for sure without more context, but you may be thinking of ad hominem.


In politics (and logic/rhetoric more broadly), it refers to arguments that target a person or their character instead of targeting the merits of their argument.

It's considered a logical fallacy and is often used in political discourse.

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