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Writers use word choice to create fear, anger, or compassion in their audience. It’s called “pathos” in the rhetorical triangle.
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| Gaining moral support for an argument or claim by linking it with a widely accepted value so that the audience feels a sense of right or wrong. |
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| Using point by point arguments to supported with facts and reason. |
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| This technique offers the audience only two choices to solve a problem making the choice the author/speaker wants seem the only good choice and no other is possible. |
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| Arguing that one thing will inevitably lead to another, and another until it leads to some awful unethical or undesirable effect. |
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| Exaggerating or overstating a point of view for effect - humorous or ironical tone |
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| Persuading people to do something by letting them know others are all doing it too! This appeals to your need to feel a sense of belonging and acceptance. |
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| A person who is famous gives his/her viewpoint on an issue/product that he/she has no credentials, but the public "listens" because the person is likable or famous. |
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Using figures of speech like metaphors or comparisons to broaden the perspective of a topic. Comparisons can be misleading but nevertheless are persuasive.
Ex. Life being like a box of chocolates because you never know what you are going to get (yet you have some control over your choices and it's not this random). |
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| The technique of attaching a negative label to a person or thing. Tears down the opponent rather than supporting opinions with facts. |
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| Signaled by “always,” “never,” or “most,” and a reliance on stereotyping, this technique categorizes people in statements like, "All Republicans know that a smaller government is the best way to ensure our individual rights are not denied." |
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| Key words or unfavorable statistics are omitted leading to a series of half-truths. Advertisements like to do this by only reporting studies that support their product. |
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| This technique relies on our ability to remember an idea or exact words when it is said/written in a similar way at numerous moments in a speech or essay. |
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| When an author creates balance by reusing the same word structure like prepositional phrases, or verbal phrases usually in a list-like form in one sentence. |
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When the writer/speaker contrasts one word or idea against another, usually in the same sentence.
These were the best of time; these were the worst of times - Charles Dickens' A Tale of Two Cities. |
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| The use of a story about one’s personal experience or another’s experience as evidence of logical reasoning for the speaker’s/writer’s argument. |
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| When a speaker or writer asks his/her audience things to get them to follow his/her reasoning. The answers are obvious ones of either "yes" or "no." It is often placed strategically after an emotional statement. |
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| Referring to a well-known person, place, or event in history to make the reader transfer his/her feelings about it to the current situation/argument. |
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| This is when the writer's/speaker's words contain more than one meaning. ie a pun or sarcasm |
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| A writer's/speaker's choice of words: Words are either positive, negative or neutral in their connotations and used to evoke an emotional response from the audience. |
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