English Term

**Rhetoric**

The art of persuasion. Also the art of effective or persuasive speaking or writing, especially the use of figures of speech and other compositional techniques.

**Rhetorical question**

Asking a question without asking a  question or where the answer is implied.

**Rhetor**

Someone who uses rhetoric in writing or in a speech. Someone trying to persuade someone.

**Rhetorician**

(this is our job) Someone who analyzes rhetoric in speech or writing.

**Propaganda**

Information, especially of a biased or misleading nature, used to promote or publicize a particular political cause or point of view.

**Persuasive Technique**

A technique used (may be written, spoken, or visual) to persuade an audience to believe something or think of something a certain way.

**Fallacy**

A mistake in logic. Faulty rhetoric that undermines the sincerity of the argument.

**Name Calling**

Using negative words and bad names to create fear and dislike for people and ideas. Often used by politicians in order to create an unfavorable opinion of their opponents.

**Bandwagon (Ad Populum)**

Describes people choosing to go along with the rest of the crowd. Creates the impression that everyone is doing it, so you should too: appeals to the conformist in all of us. FOMO!

**Card Stacking**

Uses facts and statistics to show one side as a positive and the other side as negative. Designed to make the viewer think he is hearing both sides, but is actually hearing only one perspective.

**Transfer**

The use of symbols or images to get the viewer to feel the same way about one thing as he does about something else (wordless message). Can use a positive or negative image to persuade you to like or dislike something. Images can be patriotic, cute and lovable, repulsive, or hateful.

**Testimonial/ Celebrity Endorsement**

Using a celebrity or respected person to endorse, or officially support a product or idea. Person can be famous, knowledgeable about the product (such as a doctor or expert), or an ordinary person who claims the product worked for him. Celebrities used to lend a great deal of credibility and power to an idea, item, or candidate.

**Repetition**

The product names, word, or phrase is repeated several times. Helps viewers remember the product.

**Glittering Generalities**

A generally accepted moral is used to stir up favorable emotions, usually through the use of emotion-evoking words. Always shows the subject of a message in a positive light, but provides little or no information. Use of simple, clever slogans to appeal to the viewer’s emotions.

**Plain Folks**

Sends the message that a person is “just like you.” The goal is to gain the viewer’s trust by showing an ordinary person who supports a product or person.

**Compare and Contrast**

The viewer is led to believe that one product is better than another, although no real proof is offered. Exaggerates the differences between two products or people, in order to make one seem like the obvious choice.

**Counterargument & Rebuttal**

Anticipating the othersides point and then disproving it.

**Call to Action**

Asking your audience to do or accomplish something-usually at the end of a speech or essay. Poor call-to-action undermines the effectiveness of speech; a great call-to-action stirs the audience to act enthusiastically. Most often made at the conclusion of a persuasive speech.

**Parallel Structure**

Using the same pattern of words to show that two or more ideas have the same level of importance. Adds balance and rhythm to sentences, giving ideas a smoother flow and thus can be persuasive.

**Antithesis**

Opposite ideas are put together in a sentence to achieve a contrasting effect. Emphasizes the idea of contrast by parallel structures of the contrasting phrase or clauses.

**Red Herring**

A deliberate attempt to divert attention from the actual topic. Used to confuse the audience. Is irrelevant and often emotionally charged. Participants go after the red herring and forget what they were initially talking about.

**Straw Man**

Creates the illusion of having refuted a proposition by substituting a similar yet weaker proposition (the “straw man.”) Occur when a person simply ignores a person’s actual position and substitutes a distorted exaggerated or misrepresented opinion.

**Ad Hominem**

Means “to the man.” Does not argue the issue: instead, it argues the person. A personal attack.

**Non Sequitur**

Means “it does not follow.” A failed attempt at deductive reasoning, which is when one or more general statements are made to reach another conclusion. Points are randomly connected and logic is lost. Commonly used in theater and comedies for comedic effect.

**Begging the Question**

Assumes the conclusion is true without proving it. Has circular reasoning (arguing in a circle)

**Slippery Slope**

Falsely assume that one thing must lead to another. Begin by suggesting that if we do one thing then that will lead to another, and before we know it we’ll be doing something that we don’t want to do.

**Ethos=Greek for “character”**

Builds a speaker’s credibility. Someone who is likable and worthy of respect gives the audience the impression that they are worth listening to.

**Pathos= Greek for “suffering” or “experience”**

Persuading the appeal to the audience’s emotions: vivid language choice affects the audience’s response.

**Logos=Greek for “reason”**

Persuading by the use of logic. A speaker uses logic to support a claim. Such logic can include facts, statistics, anecdotes, etc.