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Alliteration
Use of words beginning with the same letter to create emphasis and draw attention. Often used to create memorable slogans.
Colloquial language
Everyday, informal language used by writers to make them seem down-to-earth and realistic.
Ethos
Using an expert opinion or referring to someone with authority to make an argument seem more credible.
Exaggeration/Hyperbole
Used to make an issue seem more extreme.
High modality language
Strong, definitive words such as ‘always’ or ‘never’ used to reinforce the strength of an argument.
Imperative language
Giving commands, e.g. you must do this now. This leaves little room for argument from the audience.
Inclusive language
Use of words such as ‘we’ or ‘our’ to create the impression that the writer and reader are on the same side.
Jargon
Technical language used to make the writer sound more knowledgeable.
Juxtaposition
When two opposite viewpoints, ideas or concepts are placed close to each other for effect.
Logos
Statistics and other data are used to make an argument more logical and convincing.
Metaphor
Used to persuade by making a direct comparison between two things.
Pathos
Any words that have an emotional effect on the audience.
Personal anecdote
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.
Repetition
Emphasises and reinforces particular ideas.
Rhetorical question
Used to lead the audience to a particular conclusion.
Simile
Making a comparison between two things using ‘like’ or ‘as’.
