Definition - this fallacy is committed when the arguer presents their argument as self- evident ( everybody already knows ), and therefore does not need to prove it. This fallacy violates both the argument principle and the reason principle. It implies that whoever does not believe the argument, or who does not agree that it is self-evident isn"t intelligent or is deficient in some other way. And since women are more emotional, they are likely to make decisions based on emotions rather than reasons . The indicator phrase in this example is isn"t it obvious . It implies that the person being argued to should already believe to be true what the arguer is presenting to them. It also implies that the conclusion is self-evident, meaning that there is no need for them to further prove their statements because it is obvious.