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logos
the appeal to reason, to the forcefulness of a well-thought-out and well-structured position. Refers to the internal consistency and clarity of the message and to the logic of its reasons and support.
pathos
the use of emotion in debate or argument. An appeal to an audience's imaginative sympathies.
ethos
the appeal to credibility that a speaker or writer brings to the subject (can be function of the writer's reputation for honesty and expertise). Is often conveyed through tone and style, through the care with which the writer considers alternative views, and through the writer's investment in his or her claim.
anadiplosis
repetition of a prominent last word of one phrase or sentence at the beginning of the next, e.g., Yoda says, "Fear leads to anger. Anger leads to hate. Hate leads to suffering," and "rely on his honor—honor such as his?"
anaphora
repetition of a word or expression at the beginning of successive phrases, clauses, sentences, or verses especially for rhetorical or poetic effect, e.g., "No right, no wrong, no rules for me!"
chiasmus
a figure of speech in which words, grammatical constructions, or concepts are repeated in reverse order, in the same or a modified form, e.g. "Ask not what your country can do for you, but what you can do for your country" or "one for all and all for one."
diacope
a word or phrase is repeated after a brief interruption, e.g. "Bond. James Bond" or "Run, Toto—run!"
double epithet
two words of identical or almost identical meaning joined by a conjunction. The chief effect is richness or plentitude of style: "foul and pestilent," "wisdom and knowledge."
epistrophe
repetition of a word or expression at the end of successive phrases, clauses, sentences, or verses especially for rhetorical or poetic effect (e.g., Abraham Lincoln's "of the people, by the people, for the people.")
epizeuxis
repeating a word immediately in the same context, e.g., "simplify, simplify" or "The horror! The horror!"
isocolon
a figure of speech focusing on similarity and difference, in which at least two clauses or sentences are grammatically parallel or structurally the same, such as: "Roses are red. Violets are blue."
metonymy
the use of something closely related for the thing actually meant, i.e., "The White House was planning to attack the British Crown with the support of Wall Street."
parallelism
the repetition of a chosen grammatical form in successive phrases, clauses or sentences. Repeated syntactical similarities introduced for rhetorical effect, e.g., "laying its foundation on such principles and organizing its powers in such form."
periodic sentence
a sentence that, by leaving the completion of its main clause to the end, produces an effect of suspense, e.g., Unable to join the others at the dance because of my sprained ankle, I went to a movie.
polyptoton
repeated use of one word as different parts of speech or in different grammatical forms, e.g., "I have been a stranger1 in a strange2 land" (1noun, 2adjective) or "Please3 Please4 Me" (3interjection, 4verb). The rhetorical repetition of a word in a different case, inflection, or voice in the same sentence (as in Tennyson's "my own heart's heart, and ownest own, farewell").
preterition
a figure of speech by which in pretending to pass over something, a summary mention of it is made, or attention is called to it. For example: "I don't intend to dwell on my opponent's embezzlement of funds." A passing over with brief mention in order to emphasize rhetorically the suggestiveness of what is omitted.
prolepsis
"anticipation" in Greek. Using a pronoun before you use the noun it refers to. "They f**k you up, your mum and dad." (Philip Larkin).
rhetorical question
a question not intended to require an answer. Note there are a number of different kinds of rhetorical questions.
synecdoche
a figure of speech in which a part is used for the whole, i.e., "all hands and feet."
tricolon crescens
a figure of speech comprised of three clearly defined parts, listed in ascending order of importance or size ("days, weeks, years" or "it is to the vigilant, the active, the brave").