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Glossary of Rhetorical Strategies: Part 1

Horizontales
Acknowledge an opposing view point
An appeal based on the speaker's credibility OR an ethical appeal
Emotional appeal
In crafting or understanding an argument, the interplay between speaker/context/exigency, audience, purpose
The meaning of a word
To acknowledge the validity of an opposing viewpoint
The speaker's attitude toward a topic or subject
Verticales
A pro or con argument with exceptions or limitations
To prove a counter argument wrong
The feeling (positive, negative, neutral) of a word. Generally context based
Word choice
The art of persuasion
Your argument’s stance or position.
Sentence structure
Logical appeal