| A | B |
|---|
| Bandwagon Appeal | Tap's into people's desire to belong or be a part of a group. |
| "Plain Folks" Appeal | Implies that ordinary people are on "our side" or that a candidate is like a regular person. |
| Testimonial | Relies on endorsements from celebrities or satisfied customers. |
| Transfer | Connects a product, a candidate, or a cause with a positive image or idea. |
| Appeal to Pity, Fear, or Vanity | Uses strong feelings, rather than facts and evidence, to persuade. |
| Ethical Appeal | Taps into people's values or moral standards. |
| Loaded Language | Uses words with positive or negative connotations to stir people's emotions. |
| Repetition | Uses the same word or words more then once for emphasis. |
| Parallelism | Uses similar grammatical constructions to express ideas that are related or equal in importance.(Rhythm). |
| claim | the writer's position on a problem or issue. |
| support | includes reasons or evidence that help to justify the claim. |
| counterargument | a brief argument that negates objections to the claim that "the other side" is likely to raise. |
| hasty generalization | conclusions drawn from too little evidence. |
| rhetoric | powerful language |
| analogy | a comparison between two things. |
