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active voice
direct, clear
passive voice
indirect, detached
adjectives
adds detail to make the text more interesting
alliterations and assonance
adds emphasis, reinforces meaning and draws attention to key words or ideas
appeals
triggers an emotional response, evokes feelings of guilt, shame, concern, fear or pride, honour and satisfaction
attack
belittles opponents arguments
bias
strengthens the argument and gives authority to the author
cliche’
can sway audience by appealing to something with which they are familiar with, makes the audience feel informed
colourful language
provides humour, may offend conservative audience, and establishes and informal register
connotation
encourages the audience to accept implication, seeks to persuade audience to share a particular view
design and structure
persuades through association, establishes genre and context and can manipulate audience emotions
evidence
lends the argument weight and
formal language
creates a sophis
generalisation
seeks to validate a theory or contention, can be inferred to be evidence and can detract or undermine
informal language
conversational establishes a rapport with the audience, humourous
gesture
helops
exaggeration
creates a dramatic effect, imagery
imagery
inclusive and exclusive language
targets or accuses groups, creates a sense of solidarity
irony
can egender support through use of humour, can evoke emotional responses
logic
appeals to reason
nouns
adds detail
repitition
memorable, highlights main ideas, hypnotic rhythm
rhetorical question
encourages audience to consider issue and accept authors answer
sarcasm
can provide humour, mocks or questions logic
satire
makes a point in a humorous fashion, mocks, or questions logic
provocative language
appeals to an audiences prejudice, reinforces stereotypes, can offend or alienate critical audiences
appeal to sense of justice
a deep-seated belief that we all have the right to be treated fairly
appeal to a sense of security
this plays on our need to feel safe and free from unexpected attack
appeal to being modern and up to date
this appeal plays on people's desires to be part of 'the scene' or the in-crowd, seen to be a source of popularity and acceptance
appeal to family values
This is often stereotyped as trouble-free with two loving and patient parents of two or three well-adjusted children
appeal to fear
It is easy to play on this because people tend to respond emotionally when their safety, security, country and those dear to them appear to be threatened.
appeal to fear of change
As most people tend to resist change, this is a common way to play on people's insecurities and increase their desire to cling to what they know.
appeal to freedom
This appeal taps into people's deep desires for a sense of unrestricted possibilities
appeal to group loyalty
This is an appeal to the need to stick together under any circumstances.
appeal to hip-pocket nerve
This appeal persuades readers to feel concerned for their financial wellbeing, making them feel `ripped off' or overcharged.
appeal to patriotism
This is a devotion to the homeland and a readiness to support or defend the country
appeal to self interest
This refers to the way we put our own needs before the needs of others
appeal to tradition and custom
This is an appeal to retain lifestyles. It is also an appeal to retain links with the past and to value history and heritage
Appeal to value of technology
This is powerful because it plays on a fear that failure to embrace new developments will result in lost efficiency, lack of progress, lack of competitive edge or a poor global image.