| Term | Definition |
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Logos |
Reason, changing the minds of others through rational, or reasonable, arguments. |
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Pathos |
Emotion, changing the minds of others through emotional appeals, such as that of fear, pity, sorrow, or anger. |
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Ethos |
Trust, changing the minds of others by instilling a sense of trust, or credibility, in the speaker, such that others believe in and value his or her opinions. |
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Ad Hominem Argument |
A fallacy of logic in which a person's character or motive is attacked instead of that person's argument. The purpose is to distract the audience from the issue by emphasizing personal defects of an opponent. Why distract the audience from the issue? Usually because the person does not have a strong case. Consider former President Bill Clinton. Today, at the mention of his name, his foes recall his moral lapses--but those lapses have nothing to do with his policies and decisions while in office. |
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Allusion |
A brief, indirect reference to a person, place, even, or passage in a work of literature or the Bible assumed to be sufficiently well known to be recognized by the reader. For example: This band could be the next Beatles. (Those who know The Beatles, considered by most to be the greatest band in rock history, might be persuaded to listen to this band.) |
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Analogy |
A comparison between two things in which the more complex is explained in terms of the more simple. For example (and from the film Forrest Gump): Life is like a box of chocolates, you never know what you're going to get. |
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Anaphora |
A repetition of introductory words or phrases for effect. The repetition itself makes for a memorable impression. Think Martin Luther King's "I Have a Dream" speech. |
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Anecdote |
A short, entertaining story used for effect. Most such stories contain a moral or a message supporting the speaker or writer's persuasive intent. |
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Antithesis |
Opposition or contrast emphasized by parallel structure. For example: I know I have the body of a weak and feeble women, but I have the heart and soul of a king.... Ask not what your country can do for you, ask what you can do can do for your country. |
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Appeal to Authority |
Using a perceived figure of authority or interest for the purpose of strengthening an argument. For example: Consider all the television ads that have a person dressed up in a doctor's outfit endorsing a product. Also, note how popular celebrities are used to pitch products. |
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Begging the Question |
A fallacy of logical argument in which a person assumes something to be true that is either questionable, debatable, or false. For example: In arguing against the death penalty, one might claim that is morally wrong to kill another person. However, those who take the opposite view would disagree with this claim. To write persuasively, one can't base an argument on a debated point--it will not convince anyone who fundamentally disagrees. |
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Damning with False Praise |
The intentional use of a positive statement that has a negative impact. Think sarcasm: That's an interesting new hairstyle! Or, "Your attempts are admirable if thoroughly unsuccessful." |
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Digression |
A temporary departure from the main subject in speaking or writing. Digressions may be inadvertent but usually aren't. When asked a difficult question, a politician might intentionally go off on a tangent. He'll talk for a while but never actually get around to answering the query. ("That's an interesting question, it reminds me of a time when I....") |
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Euphemism |
The use of a word or phrase that is less direct but that is also less distasteful or less offensive than another. For example: Mr. Wevodau, I need to go to the restroom. Obviously you're not going to a room for the purpose of taking a rest. But I and others appreciate you not graphically describing what you plan to do in that room. |
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Dysphemism |
The use of a word or phrase that is more severe or offensive than the situation or matter truly entails (the opposite of euphemism). People use dysphemisms when they want something to appear worse than it truly is. |
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False Dilemma |
A fallacy of logical argument which is committed when too few of the available alternatives are considered, and all but one is assessed and deemed impossible or unacceptable. |
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Imagery |
Using sensory details to create an image that emotionally touches the reader or listener. |
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Induction |
A form of reasoning which works from a body of facts to a general conclusion. Scientific knowledge is usually drawn through induction. The ancients observed the movement of the stars and planets for centuries, finally drawing from known facts formulas that explained the laws and movements of celestial bodies. |
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Irony |
A contrast between what appears to be and what really is. Irony is often used to build or develop interest in a subject--or to show that people are mistaken in what they believe. |
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Similes and Metaphors |
Comparisons between two unlike things used to create clearer understandings. |
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Non-Sequitur |
A fallacy that occurs when one statement does not logically follow from what preceded it. |
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Oxymoron |
A figure of speech in which contradictory terms and ideas are combined to make a point. Examples from Romeo & Juliet: Loving hate, cold fire, bright smoke, sweet sorrow. An oxymoron is a kind of irony. |
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Parable |
A short story from which a lesson may be drawn. Related to anecdote. Most parables are ancient tales. |
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Paradox |
A statement which seems self-contradictory but which may in fact be true. In other words, something that appears to be false is actually true, or something that appears to be true is actually false. Remember that arguments are used to change opinions. One might frame the entire argument as a paradox, suggesting that what some in the audience think to be true is not. |
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Rhetorical Question |
A question asked for effect to emphasize a point. No answer is expected. For example: Do you want drunk drivers roaming the roads at night putting the lives of your family and friends in peril? |
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Sarcasm |
Biting humor usually used to demean a point in argument. |
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Satire |
The use of ridicule, sarcasm, and irony to counter an opponent. Satire mocks an opponent and/or his position. The purpose of the ridicule is not for laughs but to change the minds of readers and listeners. Satire differs from parody. Parody is mimicry for laughs only. Satire is ridicule with persuasive intent. |
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Syllogism |
A three-part deductive argument, beginning with a universal truth, followed by a particular fact, from which follows a logical conclusion. For example: All mammals are warm-blooded. A whale is a mammal. Therefore, a whale is warm-blooded. |
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Syntax |
The arrangement of words in a sentence for effect. Remember that the manner in which a sentence is worded, along with its content, impacts the reader. |