Persuasive Language Devices Flashcards
Questions that don’t require an answer because the answer is implied in the question itself - guiding the reader to arrive at the same answer as the writer.
RHETORICAL QUESTIONS
Parallel Structure
Figure of balance identified by a similarity in the syntactical structure of a set of words in successive phrases, clauses, sentences; successive words, phrases, clauses with the same or very similar grammatical structure. This figure often occurs public address with others such as antithesis, anaphora, asyndeton, climax, epistrophe and symploce. “Let every nation know, whether it wishes us well or ill, that we shall pay any price, bear any burden, meet any hardship, support any friend, oppose any foe to assure the survival and the success of liberty.” – John F. Kennedy, Presidential Inaugural Address “I’ve tried to offer leadership to the Democratic Party and the Nation. If, in my high moments, I have done some good, offered some service, shed some light, healed some wounds, rekindled some hope, or stirred someone from apathy and indifference, or in any way along the way helped somebody, then this campaign has not been in vain.” – Jesse Jackson, 1984 Democratic National Convention Address “We have seen the state of our Union in the endurance of rescuers, working past exhaustion. We’ve seen the unfurling of flags, the lighting of candles, the giving of blood, the saying of prayers – in English, Hebrew, and Arabic.” George W. Bush, 9-20-01 Address to the Nation on Terrorism
Generalisations
This sweeping statement covers many different cases and is not necessarily true for all of them Because there is often an element of truth in them, we can be persuaded to accept them as if they applied to all cases. We are basically too lazy to think more deeply about the issue.
Hyperbole
deliberate exaggeration of a person, thing, quality, event to emphasize a point external to the object of exaggeration; intentional exaggeration for rhetorical effect.
Analogy
A kind of extended metaphor or long simile in which an explicit comparison is made between two things (events, ideas, people, etc.) for the purpose of furthering a line of reasoning or drawing an inference; a form of reasoning employing comparative or parallel cases. Ex 1: “Withdrawal of U.S. troops will become like salted peanuts to the American public; the more U.S. troops come home, the more will be demanded.” – Henry Kissinger, Memo to President Richard Nixon, 10 September 1969. Ex 2: “What would vigorous youth be without love? A long illness – it would not be existence; it would be vegetating. Love is to our hearts what winds are to the sea. They grow into tempests, true; they are sometimes even the cause of shipwrecks. But the winds render the sea navigable, their constant agitation of its surface is the cause of its preservation, and if they are often dangerous, it is for the pilot to know how to navigate in safety.” – Ninon de Lanclos, Letters to the Marquis de Sévigné
(Positive=good; comparative=better; superlative= best) These are often used in persuasive language, but often vaguely, without finishing the 63 comparison (Surf is better) or making it so vague as to be meaningless (better than other products)
Comparatives and superlatives
Litotes
You’ve probably heard this if a friend ever told you her first date was “not bad.” Litotes is essentially a double negative, expressed by denying an opposite idea; often used ironically. “She’s no dummy” (she’s smart)
Figure of repetition in which different words with the same or similar vowel sounds occur successively in words with different consonants; two or more words with similar vowel sounds sandwiched between different consonants.
Assonance
Hyperbole
An exaggeration of the characteristics of an object or circumstance. “Best version of Google Maps on the planet, widgets, and all with Edge and Wi-Fi networking.”
REPETITION
Of words, or phrases, increases our chances of remembering.
You’ve probably heard this if a friend ever told you her first date was “not bad.” Litotes is essentially a double negative, expressed by denying an opposite idea; often used ironically. “She’s no dummy” (she’s smart)
Litotes
Assonance, alliteration, consonance, sibilance, rhyme or even onomatopoeia can be used successfully to make a persuasive piece or advertisement sound euphonic. This obviously makes us respond more positively to the product or idea being promoted.
Sound Devices
Students need to know how the first person singular and plural and the second person direct address work to persuade: FIRST PERSON SINGULAR: makes the article sound sincere or authentic or more personal. FIRST PERSON PLURAL: This can work to include the reader and advertiser in one group, giving a sense of common purpose or unity. It can also work as a means of including the reader in the same group as the advertiser. SECOND PERSON DIRECT ADDRESS: This makes the reader feel that he is being personally addressed and so makes him feel more special.
Personal Pronouns
A sentence organized to sound like a command (usually with the verb in its imperative form at the beginning of the sentence. E.g. “Get out now.” We are trained to respond to commands and tend to feel a sense of urgency when hearing an imperative.
IMPERATIVE
Students need to be reminded of the term for a figure of speech that makes something unpleasant sound more pleasant. E.g. ‘Six Americans were lost in friendly fire’ sounds infinitely better than ‘Six Americans were shot dead by their own troops.’
Euphemism
Asyndeton
Sequence or words or similar expression without the use of conjunctions. “We’ve got movies, TV shows, music, podcasts, photos.”
Rhetorical Question
Figure which asks a question, not for the purpose of further discussion, but to assert or deny an answer implicitly; a question whose answer is obvious or implied. Can anyone look at the record of this Administration and say, “Well done”? Can anyone compare the state of our economy when the Carter Administration took office with where we are today and say, “Keep up the good work”? Can anyone look at our reduced standing in the world today and say, “Let’s have four more years of this”? – Ronald Reagan, 1980 Republican National Convention Acceptance Address
a metaphor where something being compared is referred to by something closely associated with it - The knights are loyal to the crown.
Metonymy
An analogy is a sustained comparison and like a metaphor it can make us see something in a totally new light, impressing us with its cleverness.
Analogy
Euphemism
Students need to be reminded of the term for a figure of speech that makes something unpleasant sound more pleasant. E.g. ‘Six Americans were lost in friendly fire’ sounds infinitely better than ‘Six Americans were shot dead by their own troops.’
Puns
These have been taught at fifth form level, but pupils need to be reminded of the one word deliberately given two meanings. This is done to amuse or impress with its wit, and makes the reader less resistant to the sales pitch.
Anaphora
The repetition of a word of phrase at the beginning of every clause. “As you know, we’ve got the iPod, best music player in the world. We’ve got the iPod Nanos, brand new models, colors are back. We’ve got the amazing new iPod Shuffle.” —Steve Jobs
Jargon
Used more and more in advertising, this scientific or technological jargon impresses the modern reader, because of the ever-changing technology. The use of such terms makes a product sound state-of-the-art or up-to-date.
LEADING QUESTIONS
A question posed is followed immediately by the writer’s answer, thus leading the reader to reach the same conclusion as the writer.
A word, phrase, or sentence opposes the original proposition. “I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.” – Martin Luther King, Jr. “That’s one small step for man, one giant leap for mankind.” – Neil Armstrong
Antithesis
Figure of balance identified by a similarity in the syntactical structure of a set of words in successive phrases, clauses, sentences; successive words, phrases, clauses with the same or very similar grammatical structure. This figure often occurs public address with others such as antithesis, anaphora, asyndeton, climax, epistrophe and symploce. “Let every nation know, whether it wishes us well or ill, that we shall pay any price, bear any burden, meet any hardship, support any friend, oppose any foe to assure the survival and the success of liberty.” – John F. Kennedy, Presidential Inaugural Address “I’ve tried to offer leadership to the Democratic Party and the Nation. If, in my high moments, I have done some good, offered some service, shed some light, healed some wounds, rekindled some hope, or stirred someone from apathy and indifference, or in any way along the way helped somebody, then this campaign has not been in vain.” – Jesse Jackson, 1984 Democratic National Convention Address “We have seen the state of our Union in the endurance of rescuers, working past exhaustion. We’ve seen the unfurling of flags, the lighting of candles, the giving of blood, the saying of prayers – in English, Hebrew, and Arabic.” George W. Bush, 9-20-01 Address to the Nation on Terrorism
Parallel Structure
