Any words that have an emotional effect on the audience.

Strong, definitive words such as ‘always’ or ‘never’ used to reinforce the strength of an argument.

When two opposite viewpoints, ideas or concepts are placed close to each other for effect.

A very short story that is significant to the topic at hand that adds personal knowledge and/or experience to the topic, making the speaker more relatable.

Used to lead the audience to a particular conclusion.

Giving commands, e.g. you must do this now. This leaves little room for argument from the audience.

Using an expert opinion or referring to someone with authority to make an argument seem more credible.

Speaking directly to the audience (you/your) to make them feel connected/responsible etc.

Everyday, informal language used by writers to make them seem down-to-earth and realistic.

Technical language used to make the writer sound more knowledgeable.

Use of words beginning with the same letter to create emphasis and draw attention. Often used to create memorable slogans.

Use of words such as ‘we’ or ‘our’ to create the impression that the writer and reader are on the same side.

Statistics and other data are used to make an argument more logical and convincing.