Ad hominem

directed at a person's emotions or personal sensitivities as opposed to rationale or objective facts (especially as in a court trial, whether in appeal or in attack)

An ad hominem argument, also known as argumentum ad hominem (Latin: "argument to the person", "argument against the man") consists of replying to an argument or factual claim by attacking or appealing to a characteristic or belief of the person making the argument or claim, rather than by addressing the substance of the argument or producing evidence against the claim. The process of proving or disproving the claims is thereby subverted, and the argumentum ad hominem works to change the subject.
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Adjective
1. appealing to personal considerations (rather than to fact or reason); "ad hominem arguments"
(similar) personal

A phrase applied to an appeal or argument addressed to the principles, interests, or passions ofA man.

  

Appealing to a person's physical and emotional urges, rather than her or his intellect