Rhetoric

Front

The appeal to character and credibility of the author. Example: “As a doctor, I am best qualified to recommend the right treatment.”

Back

Ethos

Front

The appeal to the audience’s emotions. Example: “Choose our security system because no price is too high for peace of mind.”

Back

Pathos

Front

The appeal to the audience's logic and reasoning. Example: “The data clearly shows that this type of investment consistently turns a profit, even in the worst of economic downturns.”

Back

Logos

Front

The repetition of the first consonant sound, occurring close together in a series. Example: “But a better butter makes a better batter.”

Back

Alliteration

Front

A brief reference to a famous person or event—often from literature, history, Greek mythology, or the Bible. Can help to simplify complex ideas. Example: “He was a real Romeo with the ladies.”

Back

Allusion

Front

A mild or pleasant term used in place of an unpleasant or offensive one. Example: “Sanitation engineer” instead of “garbage man.”

Back

Euphemism

Front

An obvious, intended exaggeration. Example: “His snores were louder than a freight train,” or, “I’ve told you a million times.”

Back

Hyperbole

Front

Putting two contrasting elements together that are so unlike that the effect is surprising, witty, or even startling. Example: “My only love sprung from my only hate.” (Romeo and Juliet)

Back

Juxtaposition

Front

Comparison without using “like” or “as.” Example: “He felt lost in a sea of nameless faces,” or, “The teacher planted seeds of wisdom.”

Back

Metaphor

Front

The combination of two words of opposite meaning for dramatic, comedic or provocative effect. Example: “Dark comedy” or “open secret.”

Back

Oxymoron