The writer's position on a problem or an issue.

Includes reasons and evidence that help to justify the claim

A brief argument that negates objections to the claim that "the other side" is likely to raise

Taps into people's desire to belong or be a part of a group.

Everyone supports safer streets. Don't YOU?

Implies that ordinary people are on "our side" or that a candidate is like a regular person.

At last, a tax plan created with real families and real budgets in mind.

Relies on endorsements from celebrities or satisfied customers.

As a well-known television personality, I've played a senator on TV. But candidate Amelia Lopez is the real thing!

connects a product, a candidate, or a cause with a positive image or idea.

Take pride in being an American. Re-elect Governor Frank.

bandwagon, plain folks, testimonial, and transfer

Uses strong feelings, rather than facts and evidence, to persuade.

Urging the hearer to accept the argument based upon an appeal to emotions, sympathy, etc.

seeking to persuade through fear

A propaganda device where the author tries to manipulate readers by making them feel that they are special or superior to other people.

"I know the exam is graded based on performance, but you should give me an A. My cat has been sick.

Restaurant owner: "You no lika' da' pizzas? I send over my cousin Tony for a little change a' mind. He makea' you lika' da' pizzas."

Some people think the traffic situation is just fine. But those who really understand how the world works know we need a new bridge.

Taps into people's values or moral standards.

If you believe in education, vote against cutting after-school programs. With your help, we can keep these programs going strong.

ethical appeal

Uses words with positive or negative connotations to stir people's emotions.

The PROVEN candidate who has the TRUST and voice of the AMERICAN PEOPLE.

powerful language

Using the same word or words more than once for emphasis .

Freedom leads to prosperity. Freedom replaces the ancient hatreds among the nations with comity and peace. Freedom is the victor. —Ronald Reagan, speech at Brandenburg Gate

Uses similar grammatical constructions to express ideas that are related or equal in importance. Often creates a rhythm.

Let us rise up tonight with a greater readiness. Let us stand with a greater determination. And let us move on in these powerful days, these days of challenge to make America what it ought to be. —Martin Luther King Jr., "I've been to the mountaintop" speech

A comparison between two things.

You will have to bend all your will not to march to the music that all of those great "theys" out there pipe on their flutes.