| Term | Definition |
|---|
| Alliteration | Gains attention, adds emphasis; often in headlines. Not persuasive on its own but can be when used with other techniques such as puns |
| Anecdote | Positions reader to respond emotionally. 'Rings true' so positions readers to take notice and accept information. |
| Attacks | Positions us to think badly of the person and therefore to dismiss their ideas or viewpoint. |
| Cliches | Reassure the reader through a familiar expression that can position the reader to accept an idea because they are lulled into an uncritical mindset. Often have a comic effect. This can produce a light-hearted, amusing tone, or a sarcastic, critical tone. |
| Connotations and Loaded Words | Associated meaning of words arouse feelings and attitudes that position the reader to like/dislike, accept/reject an idea, person, proposal, and so on. |
| Emotive Language | The reader is positioned to react very emotionally and to agree with the writer's viewpoint before reason comes into play |
| Evidence (inc stats, graphs & diagrams) | Positions the reader to view the writer's argument as more convincing because it appears to be objective and reliable. Beware - facts and figures can be used selectively, by omitting evidence. |
| Exaggeration & Hyperbole | Positions a reader to respond emotionally and so be more likely to accept or reject a viewpoint. Can generate humour to make the reader view the writer's viewpoint positively. |
| Generalisation | Powerful because appeals to commonly held beliefs, prejudices and views. Positions the reader to regard and judge others in a narrow, stereotyped way. |
| Graphs & Diagrams | Give a quickly understood picture of the 'facts' that support a viewpoint in an article or similar - help to persuade and position the reader to agree. |
| Inclusive Language | The reader is positioned to agree with the writer because it appeals to their desire to belong to the group or plays on their fears of being 'left out' or regarded as an outsider. |
| Irony | The reader is positioned to share in the writer's ridicule (and rejection) of an idea or object. The writer can also influence the reader to agree through a sarcastic and/or humorous tone that is clever and engaging. |
| Pun | Grabs the reader's interest and attention, especially through the use of humour. The 'double' meaning of a word usually has a positive or negative connotation - this helps to influence the reader's response to the issue. |
| Reason and Logic | Positions the reader to accept the writer's viewpoint as objectively true because it is not just personal opinion or emotional reaction. Persuades the reader through a well argued case that can stand up to scutiny. |
| Repetition | Increases the impact of a main point or key terms and so engages the reader's attention. Can produce a more urgent or insistent tone, encouraging the reader to agree. |
| Rhetorical question | Suggests that the 'answer' is self-evident and therefore the reader must agree with it. Directly addresses the reader as a way of engaging their agreement. |
Combine with other sets
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