Repetition of a letter, especially at the start of a word

e.g. "Little Lucas left in Limbo."

Used to: Gain attention, good for headlines of a text. Draws attention to key words. Isn't particularly persuasive but can be when used with other techniques.

A story about someone or something that the writer has heard of or experienced themselves.

Used to: it lends weight and credibility to the writers view point. it also gives human angle, its makes the issue more relevant and real.

Suggests that families are good, especially traditional families.

Used to: invokes the readers desire for emotional security and protective, nurturing environment for children. Can be implied when anti social behaviour is blamed on broken or dysfunctional families.

Arouses fear and anxiety by suggesting that harmful or unpleasant effects will follow.

Used to: Makes the reader want to lessen the threat to themselves or society by taking the writers advice. It plays on peoples fears.

Suggest that we should be loyal to our group and love our country.

Used to: invoke a feeling or pride, a shared identity and common purpose. Often includes inclusive language to emphasise feelings.

Suggests that we should pay the least amount possible either individually or as a society.

Used to: Positive impact, makes the reader pleased about getting value for money. negative impact, makes the reader annoyed about paying too much or about the misuse of money.

Suggest the traditional customs are valuable and should be preserved.

Used to: Traditional customs have positive associations with ideas of family social unity, inclusivness and sharing. Often compared positively with modern lifestyles to make us feel we are losing social unity.

Attacks and praises an individual or group.

Used to: Attack, positions us to think badly of the person and therefore to dismiss their ideas or viewpoint. Praise, makes us regard the person therefore their ideas or viewpoint sympathetically.

Oversued phrase quickly understood by a wide audience.

Used to: Reassures the reader through a familiar expression. Lulls the reader into an uncritical mindset. Often has a comic effect. This can produce a lighthearted amusing tone, or a sarcastic critical tone.

Language that has a strong emotional impact. Uses positive and negative connotations of words to influence the readers response.

Used to: Encourages the reader to respond on an emotional level. The readers emotional response positions them to share the writers viewpoint.

The use of facts and figures to suggest a rational or scientific basis for a point of view.

Used to: Numbers and scientific findings appear factual. they make the writers viewpoint seem objective rather than personal.

Exaggerates the true situation for dramatic impact. Hyperbole uses figure of speech (metaphor or simile) to do this.

Used to: Attracts the readers attention through a surprising or extreme claim. often combines with an emotional appeal. Can generate humour to make the reader view the writers point positively.

A sweeping statement that suggests that what is true for some is true for all or most.

Used to: appeals to a widely held belief or prejudice. can be combines with an emotional appeal since the use of reason will reveal the flaws in the generalisation, a distraction.

Evidence presented in visual form.

Used to: gives a visual presentation to give a clear picture of the situation. Appears to be factual therefore true.

Uses "we", "our", "us" etc to include the readers in the same group as the writer.

Used to: the sense of belonging tot he same group positions the reader to share the same ideas as others within that group. invokes our desire to not be left out or regarded as an outsider.

A play on a word that has a double meaning. often plays on a similar sound but different spelling.

Used to: In a headline grabs the readers attention, especially through the use of humour. not essentially persuasive but the double meanings give either negative or positive impacts.

Used to link ideas together an develop an argument in support of the main contention.

Used to: Suggest that the writers viewpoint is true and not just their opinion or emotional response. Make argument hard to rebut, so other opposing opinions seem less convincing.

Using a word or phrase several times.

Used to: emphasises the main point or key term. Often used in speeches to reinforce or highlight a point.

A question with an implied but unstated answer.

Used to: Forces the reader to supply the answer and see things from the writers perspective. Implies the answer is self evident and therefore correct. Often contains emotional appeal.