Short personal stories used to connect with the audience and add evidence or credibility to an argument.

The establishment of authority and reliability, and is used to gain the confidence and trust of the audience.

Statements voiced as questions, but are not expected to be answered; they are used to imply certain answers and draw audiences to certain conclusions.

The facts or information that indicate whether a view is true or valid, and is used to give weight to an argument or belief

Words that take the place of nouns, and are used to create a sense of unity with an audience or distance from a common enemy.

The inference that a claim is true for most people or a majority and is used to speak to prevailing beliefs or prejudices of an audience.

Feelings accentuated by experiencing love, hate, fear etc. An appeal to emotion is used to engage with an audience in order to create an emotional response.

The power of the mind to think and form judgements logically; it is used to appeal to the rationality of an audience.

The representation of something as greater than is actually the case and is used to grab the attention of the audience and emphasize certain points.

Used to create imagery and express things non-literary; it can help to make an idea more emotive, vivid and convincing.

The repetition of initial consonant sounds in order to emphasize certain words and make them more memorable.

Words charged with an underlying meaning or implication and are used to produce emotion in an audience.

When an idea is presented as fact without full explanation or evidence; it is used to assert authority and make claims sound factual.

The ideas or feelings that a certain word is used to create certain emotional responses in an audience.

The use of a word referring back to a word used earlier in a text or conversation. E.g the repetition of a word or phrase at the beginning of successive clauses to make the viewpoint more memorable.

The presentation of only one side of an issue or viewpoint, and is used to subjectively influence an audience.

Special words and expressions used by a profession or a certain group; it is used to signal expertise and establish credibility.

Descriptive words used to add emphasis and used to create an emotional response.

The recurrence of certain words or phrases, and it is used to emphasize certain ideas and make them more memorable.