A "tactic that turns up the volume" (5) in an argument; a layering of points.
Placing opposing ideas or contrasting thoughts side by side in an argument. For example, John Adams would say that freedom is a right while Marcus Aurelius would say that freedom is a privilege.
Using doubt as a rhetorical device. Includes wondering out loud about a question so the audience can answer for you or reach "your" conclusion using their reasoning.
"...persuasion that tries to change your mood, your mind or your willingness to do something" (17).
Argumentum a fortiori
"Argument from strength" (7). Like selling an Ironman watch to a person who never intends to complete a triathlon. "If something works the hard way, it's more likely to work the easy way" (7).
"Because B followed A, A caused B" to happen (11). Chanticleer was a rooster who thought his crowing brought the sun up each morning.
Taking a phrase and repeating it, somewhat, backwards. For example in Shakespeare's Julius Caesar when Mark Antony says (my paraphrase) would you rather be free men and Caesar dead or all be slaves and Caesar lives?
A shared attitude, such as a pop culture analogy or example.
Not an agreement nor a compromise. Instead it is getting everyone to share a choice using common sense (9).
A formal name for concessions - letting your opponent score a point, usually so you can win what you really want.
In Latin it means to "fit" or be "suitable" (46). This is when the speaker acts how the audience expects which is not the same as acting like the audience. Includes "voice control, gesture, clothing, and timing as well as manners" (47).
Uses present tense and usually bonds or separates groups (often found in "tribal talk") (30). This type argues about values (33).
A type of argument that wants to discover things, like truth, rather than talk people into things, like opinions. Persuasion doesn't argue about truth (27).
The infamous rabbit trail - a story that is off topic. It can be used to change the rhythm or tone of an argument.
The "but wait, there's more' in an argument. Think of Julius Caesar when Mark Antony introduces the will of Caesar. The term means the "joining that interrupts" (5).
A point you are willing to concede from the beginning, if you need to. It can make it appear that you are offering concessions to the opponent.
A debate where the goal is to win points.
This the is the credibility of the speaker/author. The Greek means "habitat" (46). It means fitting in with the audience's expectations and values.
Deals with the past and judgment (like in a courtroom) (29). Its purpose is to "determine guilt and mete out punishment" (29).
"Understates a point ironically" (57). Like talking about leaders who used the art of persuasion to move the world, to make changes, to bring about unity, and then mention that you're referring to someone like Adolf Hitler.
A concession that you give in anticipation of what another person is going to say.
A critical skill when employing emotional (Pathos) persuasion in an argument. Should be on point and move your argument forward.
This is the us versus them type of language Almost always given in present tense. Can also be considered demonstrative rhetoric because it was used by "ancient orators...to demonstrate their fanciest techniques" (29).