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Ethos
An appeal based on reputation or the character and credibility of the persuader.
Logos
An appeal based on logic and persuading an audience through reason.
Pathos
An appeal based on feeling and emotion to create an emotional response.
Anaphora
Repetition of the same phrase at the beginning of successive sentences.
Alliteration
Repeated sounds at the beginning of successive words.
Allusion
A reference in one text to another more famous text, such as a Biblical, historical, or mythological reference.
Epistrophe
Repetition of the same phrase at the end of successive sentences.
Climax
Repetition of the same idea using different words that become stronger as the idea repeats.
Schematic Antithesis
Juxtaposition within a sentence where two opposite ideas are placed next to each other.
Synecdoche
Substituting a part for the whole.
Anadiplosis
Ending the first phrase with one word and starting the next phrase with that same word.
Metaphor
A comparison between two unlike things without using 'like' or 'as'.
Simile
A comparison between two unlike things using 'like' or 'as'.
Parallel Structure (Parallelism)
Using the same pattern of words to show that two or more ideas have the same level of importance.
Personification
Giving human attributes to a non-human thing.
Assonance
Repetition of vowel sounds within successive words.
Consonance
The repetition of consonant sounds within successive words.
Onomatopoeia
Words that sound like what they mean (e.g., boom, thud, squelch).
Hyperbole
Exaggeration used for emphasis or effect.
Euphemism
A nicer or less offensive way of referencing something that no one wants to talk about directly.
Understatement / Litotes
A figure of speech used to make a situation seem less important or, by contrast, to draw attention to it.
Passive Voice
Used to show interest in the person or object that experiences an action rather than the person or object that performs the action.