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Diction
The author’s word choice (look for: formal/informal, emotional, technical, loaded words).
Syntax
Sentence structure (look for: short sentences, long complex sentences, repetition, questions).
Tone
The author’s attitude toward the subject (look for: sarcastic, hopeful, bitter, passionate, etc).
Imagery
Language that appeals to the senses.
Appeal to Ethos
Credibility ("As a doctor...")
Appeal to Pathos
Emotion ("Think of the children...")
Appeal to Logos
Logic/facts ("Studies show...")
Repetition
Repeating words or phrases for emphasis.
Allusion
A reference to something well-known (history, literature, etc.).
Rhetorical Question
Asking a question to make a point, not to get an answer.
Straw Man
Misrepresents the opposing argument to make it easier to attack.
Ad Hominem
Attacks the person instead of the argument.
False Dilemma (Either/Or)
Presents only two choices when more exist.
Slippery Slope
Claims one small step will lead to extreme consequences.
Hasty Generalization
Makes a broad claim based on little evidence.
Circular Reasoning
The argument just repeats the claim as evidence.
Appeal to Emotion (Overuse of Pathos)
Uses emotion to distract from logic or lack of evidence.