he2

ethos

Appeal to audience that author is credible

Appeals to good character, conscience, ethics, morals, standards, values, principles

pathos

Appeals to heart, emotions, sympathy, passions, sentimentality

logos

appeal to logic and reason

Uses facts or research, quoted authorities, cause and effect information, analogies and comparison, common sense information, shared values precedents

diction

choice and use of words and phrases in speech or writing

parallelism

a rhetorical device that compounds words or phrases that have equivalent meanings so as to create a definite pattern.

allusion

an implied or indirect reference to a person, event, or thing or to a part of another text

friendly audience

This audience already agrees with you, but they might not be putting these beliefs into action. They are easy to talk to, but they need to be persuaded to take action.

doubtful audience

This audience has no opinion either way about your topic. They are "on the fence." In some cases, they may feel that your topic does not really pertain to them. You need to persuade them to care.

hostile audience

This audience is against you from the outset. They are difficult to talk to because they are looking for ways to disagree with you. You need to use a great deal of evidence to persuade them that you are right and they are wrong.

Self

Actualization

Esteem

Do I feel respected, important, and listened to?

Love/Belonging

Do I have a loving and supportive network of family, friends, and colleagues?

Safety

Do I feel safe in all of my environments from physical and emotional harm, theft, and injustice?

Physiological

Do I have enough food, water, and clean air to sustain my biological functions?

emulation appeal

Qualities you want to imitate

fear appeal

Harm will come to you

bandwagon appeal

Everyones doing it

anger appeal

Attempts to aroses people's anger towards injustice, incompetencies, irresponsibility, etc...

sexual appeal

You are more likely to attract sexual attention

status appeal

Gain importance or status

friendship appeal

You will have more friends

altruism appeal

Rewarded if you do good for others

pleasure appeal

you will have fun

intelligence appeal

Only bright people would understand the message

dissonance

When the audience enters into this state of questioning, they are experiencing dissonance.

step 1

Get the audience's ATTENTION

step 2

Establish the NEED

step 3

SATISFACTION of the need

step 4

VISUALIZATION (real or imagined story showing positive, negative, or contrast)

step 5

Call to ACTION