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adjectives
descriptive words used to add emphasis and to create an emotional response
alliteration
the repetition of initial consonant sounds in order to emphasize certain words and make them more memorable
anecdotes
short personal stories used to connect with the audience and add evidence or credibility to an argument
assertion
when an idea is presented as fact without full explanation or evidence; used to assert authority and make claims sound factual
attacks
when a speaker or writer addresses an opposing view or speaker and attacks their argument or character
bias
the presentation of only one side of an issue or viewpoint and is used to subjectively influence an audience
connotation
the ideas or feelings that a certain word invokes and is used to create certain emotional responses in an audience
ethos
the establishment of authority and reliability, and is used to gain the confidence and trust of the audience
pathos
feelings accentuated by experiencing love, hate, fear, etc.; used to engage with an audience and create an emotional response
exaggeration
the representation of something as greater than is actually the case and is used to grab the attention of the audience and emphasize certain points
evidence
the facts or information that indicate whether a view is true or valid and is used to give weight to an argument or belief
figurative language
used to create imagery and express things non-literally; it can help to make an idea more emotive, vivid, and convincing
generalization
the inference that a claim is true for most people and is used to speak to prevailing beliefs or prejudices of an audience
rule of three
when groups of 3 adjectives or phrases are used to make ideas memorable
jargon
special words or expressions used by a profession or certain group; it is used to signal expertise and establish credibility
loaded words
words charged with an underlying meaning or implication and are used to produce emotion in an audience
pronouns
words that take the place of nouns and are used to create a sense of unity with an audience or distance from a common enemy
logos
the power of the mind to think and form judgments logically; used to appeal to the rationality of an audience
repetition
the re-occurence of certain words or phrases and used to emphasize certain ideas, and make them more memorable
rhetorical questions
statements which are voiced as questions but are not expected to be answered; used to imply certain answers and draw audiences to certain conclusions