Rhetorical Appeals
This is the appeal an army general arguing for more funding uses when he relies on his authority and experience.
Ethos
This type of evidence is based on a personal story or an isolated, specific example.
Anecdotal Evidence
The entire field of study involving the art of effective and persuasive communication.
Rhetoric
A writer or speaker's choice of words; a formal choice suggests a different audience than a casual one.
Diction
This appeal, which is designed to evoke emotion in the audience, is often considered the easiest to abuse.
Pathos
A scientist who cites a study showing a 75% drop in pollution is relying primarily on this appeal.
Logos
Evidence based on hard data, scientific experiments, or observable facts.
Empirical Evidence
This is the specific reason or urgency that prompts a speaker to communicate.
Exigence
The rhetorical device that involves the repetition of a word or phrase at the start of successive sentences.
Anaphora
This explains why a protest held on a major holiday will likely have a greater impact than one held on a random Tuesday.
Kairos
This is the appeal used by an advertisement that features sad, quiet music and images of abandoned puppies.
Pathos
This is the flaw in reasoning committed when you jump to a conclusion without sufficient evidence.
Fallacy
This includes the historical background, social values, and cultural beliefs that shape a text’s meaning.
Context
Someone who shows they understand and care about another person's suffering.
Sympathetic
An advertisement uses a famous athlete to promote a new shoe, hoping to transfer the athlete's reputation to the product.
Ethos
This term explains why a politician might wait to give a speech about the economy until after a major holiday sales report is released.
Kairos
This describes a sales pitch that sounds reasonable but is built on lies or half-truths.
Deceptive
To be aware of and attentive or responsive to something.
Attune
The rhetorical device where the initial consonant sound is repeated in closely connected words, like "Peter Piper picked."
Alliteration
The repeating sounds in the line: "From the center of the city to the coast."
Alliteration
This ancient Greek philosopher first systematically categorized the three main appeals of persuasion.
Aristotle
Evidence that relies on a clear, cause-and-effect structure or a well-structured argument.
Logical Evidence
A feeling of righteous anger or moral outrage you get when witnessing something deeply unfair or unjust.
Indignation
The speaker was praised for being willing to consider all the suggestions for revision.
Receptive
The device used in this quote from Winston Churchill: "We shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields..."
Anaphora