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Ethos
Credibility
Pathos
Emotion
Logos
Logic
Literal
Accurate and without embellishment
Figurative
Description that creates an imaginative or nonliteral effect
Denotative
Literal or dictionary meaning
Connotative
Suggested or associated meaning
Objective
Unbiased and unemotional
Subjective
Biased and emotional
Active Voice
States who or what performs the action
Passive Voice
Emphasizes the action or the receiver of the action
Concrete
Specific, tangible details
Abstract
Conceptual or philosophical ideas
Hyperbole
Deliberate exaggeration
Understatement
Deliberately representing something as less important or serious than it is
Pedestrian
Common, ordinary language
Pedantic
Inflated or overly formal language used to show importance or knowledge
Colloquial
Regional or conversational language that may differ in pronunciation or meaning
Jargon
Language specific to a field or profession
Cliché
A saying used so often that it loses its freshness or originality
Alliteration
Repetition of sounds in closely related words
Onomatopoeia
Words whose pronunciation imitates the sound
Juxtapose
To place close together or side by side to achieve a contrasting effect
Euphemism
A vague expression substituted for one thought to be offensive