Used to lead the audience to a particular conclusion.

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

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

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

Technical language used to make the writer sound more knowledgeable.

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

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

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

Making a comparison between two things using ‘like’ or ‘as’.

Three parallel clauses, phrases, or words the come in quick succession without any interruption, to give a greater sense of roundness and completeness.

Any words that have an emotional effect on the audience.

Used to persuade by making a direct comparison between two things.

Emphasises and reinforces particular ideas.