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Persuasive Appeals and Techniques

Horizontales
A belief or view held by an individual.
Certain word choices made to evoke an emotional response in the reader.
Factual numerical data (e.g. percentages, fractions).
A type of question that doesn't require a response because it is assumed that the answer is obvious, suggesting presumed agreement with the speaker.
The word for the essential emotional connection with your audience, according to Aristotle.
A literary as well as persuasive device that creates a comparison by claiming one thing to be something else.
The use of a word or phrase more than once to add emphasis to a point.
An appeal to the audience's logic and rationality.
Verticales
Facts, statistics, quotes from experts, or examples used to support a claim or argument.
A deliberate and often 'over-the-top' exaggeration.
Pronouns such as 'we', 'us', 'our' are this, and create a feeling of togetherness and teamwork.
A series of words that begin with the same letter or sound; often used to emphasise a particular phrase or idea.
A thing that is known or proved to be true.
A short, personal story that is often used to personalise an issue in a way that supports the writer's contention.
A word or phrase repeated three times to add emphasis or make a point memorable.
Aristotle would say you cannot have this without gaining credibility and earning the trust of your audience.