Original: It might be crafted to seem logical while actually being wrong, or it might use difficult words and complicated sentences to intimidate the audience into agreeing, or it might appeal to the audience's prejudices and emotions rather than logic, i.e. raising doubts towards the one asserting, rather than his assertion.
Simplified: It might be made to seem to make sense when really being wrong, or it might use difficult words and complicated sentences to intimidate the audience into agreeing.