The Latin root of the word argue means "to make clear." The goal of an argument is to win over your audience with clear explanation and persuasion.
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Assumption
a thing that is accepted as true or as certain to happen, without proof.
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Audience
Refers to the intended readership for a piece of writing.
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Community
The people living in a particular area or who are considered as a social unit.
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Conventions
Customs or ways of acting or doing things that are widely accepted and followed.
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Credibility
The quality of being trustworthy or believable
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Critical Thinking
The careful, reflective consideration that writers give to a text when they are reading closely and writing deliberately...understanding the context of a piece of writing
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Cultural Diversity
When population differences are well represented within a community
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Demographic
A section of the population who are of a similar age, the same sex, etc.
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Ethos
Refers to any element of an argument that is meant to appeal to an audience's ethics or ethical responsibilities
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Evidence
Refers to facts, documentation or testimony used to strengthen a claim, support an argument or reach a conclusion. Note that "evidence" isn't the same as "proof".
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Logos
Includes any content in an argument that is meant to appeal to logic
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Medium
A particular form or system of communication (such as newspapers, radio, or television)
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Pathos
Appeals to the emotions of the audience and elicits feelings that already reside in them.
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Point of View
The perspective from which a speaker or writer recounts a narrative or presents information. Also known as a viewpoint.
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Primary Source
Refers to information collected firsthand from such sources as historical documents, literary texts, artistic works, experiments, surveys, and interviews
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Process
Series of progressive and interdependent steps by which an end is attained
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Purpose
The reason for which something is done or created or for which something exists.
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Rhetorical Knowledge
The ability to analyze and act on understandings of audiences, purposes, and contexts in creating and comprehending texts.
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Secondary Source
A document or recording that relates or discusses information originally presented elsewhere
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Thesis
The main (or controlling) idea of an essay, report, speech, or research paper, sometimes written as a single declarative sentence known as a thesis statement; may be implied rather than stated directly.
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Tone
The expression of a writer's attitude toward subject, audience, and self. Tone is primarily conveyed in writing through diction, point of view, syntax, and level of formality.
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Voice
An author's individual writing style or point of view. When a writer engages personally with a topic, he imparts his personality to that piece of literature.