Rhetorical terms

Subjective

Of, affective by, or produced by the mind or a certain state of mind; of or resulting from the feelings or temperament of the subject, or the person thinking. Vague modifiers and quantities, terms that denote emotions, feelings, and opinions.

Objective

of or having to do with an object, independent of the mind; real; actual. Determined by and emphasizing the features and characteristics of the object rather than the thoughts or feeling of the subject. specific modifiers, often scientific and statistical

Denotation

A words MEANING, it’s direct and specific meaning, distinct from any associated ideas. SIMPLE - it’s a words dictionary definition.

Denote

to stand for, indicate, or designate.

Connotation

what is suggested and associated with and by that word, apart from the thing it explicitly names or describes, or its denotation. SIMPLE - the words flavor, its positive or negative charge

Ethos

uses a persons overall disposition or character, or those of a group or organization, to persuade an audience. Certain commonly held associations with a given person or group may also be used to this effect. Reputation is a good synonym. Celebrity endorsements use this.

Pathos

An appeal designed to evoke the “passions” of the audience.

Logos

the use of reason and logic to appeal to the audience. Uses objective facts and data to build an argument for the audience to accept or deny