Negative Techniques
Highlights a potential danger or negative consequence
Appeal to Fear
Presents a positive future or outcomes
Appeal to Hope
A short personal story or example.
Anecdote
Shows that one action or situation leads to another
Cause and effect
An expert or authority is quoted or referred to...
Expert Opinion
Criticises an opposing person, group, idea or position
Attack
Words associated with desirable ideas or feelings.
Positive Connotations
Establishes the writer or speaker as trustworthy, knowledgeable or ethical.
Appeal to credibility (Ethos)
Placing contrasting ideas side by side
Juxtaposition
Referring to a respected person, organisation or institution...
Appeal to authority
Strongly negative words that carry judgement
Loaded language
Words such as we, us, our, together.
Inclusive Language
Comparing one situation to another to explain or persuade
Analogy
A question that does not require an answer...
Rhetorical question.
Using reasoning, facts and evidence to convince the audience...
Appeal to Logic (Logos)
Words associated with undesirable ideas or feelings.
Negative Connotations
Directly encourages the audience to do something...
Call to action
Words expressing certainty, possibility or obligation.
Modal Language
Suggests that something is fair, unfair, equal, unjust
Appeal to Justice
Facts or information to support an argument..
Evidence
Commands telling the audience what to do...
Imperative language
Use of I, we, you, they to position the audience...
Personal pronouns
Deliberate exaggeration
Hyperbole
Showing differences between two ideas people or situations...
Contrast
Numerical Data used as evidence...
Statistics