Persuasive Strategies and Rhetorical Devices
There are three types of persuasive strategies; a good argument will use the
combination of all 3.
Logos – logical argument; an appeal to logic or reason
Ethos – appeals based on the reliability, credibility, or expertise of the writer
Pathos – appeals to the audience’s needs, values or emotions
A rhetorical device is a technique of using language that will increase the
persuasiveness of a piece of writing.
1. Questions
a. Rhetorical question: thoughtful questions that aren’t meant to be
answered.
i. Can we really expect the school to keep paying from its limited
resources?
b. Hypophora: asking a question and answering it.
i. But what was the result of this move on the steel industry? The
annual reports for that year clearly indicate. . . .
2. Description and Imagery
a. Imagine being cast out into the cold street, lonely and frightened.
3. Parallel structures
a. To show kindness is praiseworthy; to show hatred is evil.
4. Figurative Language (i.e. using metaphor, simile and personification)
a. While we wait and do nothing, we must not forget that the fuse is already
burning.
5. The ‘rule of three’
a. I ask you, is this fair, is it right, is it just?
6. Anaphora: the intentional repetition of a word or phrase at the beginning of a line
for emphasis.
a. Will he read the book? Will he learn what it has to teach him? Will he live
according to what he has learned?
b. Not time, not money, not laws, but willing diligence will get this done.
7. Hyperbole (using exaggeration for effect)
a. While we await your decision, the whole school holds its breath.
8. Anecdote
a. An anecdote is a short and interesting story taken from your past
experience - or that of someone you know or have heard about.
Audiences love anecdotes.
9. Euphemisms and connotation
a. overweight vs. fat
b. issue vs. problem
10. Downplaying and understating
a. Using key words to make important things seem unimportant
i. Mere, merely, so-called, however, although, despite
b. Expressing things in such a way as to understate it’s importance
i. The earthquake interrupted business somewhat in the downtown
area.
11. Distinctio
a. The intentional reference or definition of a word in order to remove
confusion, misunderstanding or ambiguity
i. By “impossible” I mean currently beyond our technological
capabilities
12. Apophasis
a. The raising of an issue by claiming not to mention it
i. We won’t even talk about his criminal record…
13. Loaded Language
a. Wording that attempts to influence an audience by using appeal to
emotion or stereotypes. Such wording is also known as high-
inference language or language persuasive techniques.
Loaded Language Examples
The term "loaded language" refers to words, phrases, and overall verbal and written
communication that is intended to inspire emotion in the reader or listener. This usage of
language to appeal to emotion is used in everyday conversation and is often used by
politicians, public figures, advertisers and corporations.
Defining Loaded Language
Loaded language is considered a persuasive technique and has also been called emotive
language, high-inference language, or loaded terms. It is often used in order to:
Gain support
Sway opinions
Degrade others (such as in a political campaign)
Gain a political foothold
Push an agenda
Some have even claimed that the use of loaded language is a brainwashing technique.
The noted writer George Orwell in discussion of using loaded language had this to say:
"The word Fascism has now no meaning except in so far as it signifies 'something not
desirable.' The words democracy, socialism, freedom, patriotic, realistic, justice have each of
them several different meanings which cannot be reconciled with one another. In the case of
a word like democracy, not only is there no agreed definition, but the attempt to make one is
resisted from all sides. It is almost universally felt that when we call a country democratic we
are praising it: consequently the defenders of every kind of regime claim that it is a
democracy, and fear that they might have to stop using that word if it were tied down to any
one meaning."
Loaded Language Examples
Often, loaded language exists as a substitute for other words or phrases, one more negative or
positive than the other depending on circumstance.
Some examples include:
Bureaucrat vs. public servant
Pro-death vs. pro-choice
Regime vs. government
Elitist vs. expert
Infanticide or child murder vs. abortion
Put up with vs. tolerate
Put at a loss vs. bewilder
Loaded language can create an emotional image that is different in each person, based on
their experiences and beliefs. Some examples include:
Christmas
Holiday
Abortion
Evolution
Peace
Justice
Death
Divorce
Disease
Some other words that could be considered persuasive and therefore loaded include:
Accurate
Phenomenon
Advantage
Always/Never
Categorical
Effective
Virtual
Best
Certain
Confident
Constitute
Eliminate
Convenient
Definitely
Effective
Emphasize
Expect
Interesting
Magnificent
Most
Exploit
Epoch-making
Most Important
Popular
Profitable
Should
Strongly Recommend
Superb
Historic
Triumphant
Superior
Tremendous
Truly
Trustworthy
Age-old
Workable
Worthwhile
Aggravate
Agony
Veritable
Atrocious
Choice
Confusing
Cruel
Inexorable
Damaging
Disadvantages
Displeased
Dreadful
Harmful
Harsh
Horrible
Inconsiderate
Inferior
Irritate
Offend
Ordeal
Outrageousness
Provoke
Repulsive
Severe
Shameful
Shocking
Terrible
Unreliable
Unstable
Loaded Foreign Words
Foreign words are also often used as loaded language in order to give an air of knowledge,
culture or pretense. Some common examples include:
Status quo
Gleichshaltung
Weltanschauung
Schadenfreude
Ancien Regime
Deus ex machina
Mutatis mutandis
Loaded Metaphorical Words
Some metaphorical phrases are considered to be loaded. Often this is because their wordiness
replaces simple verbs that may not evoke as much explanation.
Some examples are:
Toe the line
Ride roughshod over
Stand should to shoulder with
Play into the hands of
No axe to grind
Fishing in troubled waters
On the order of the day
In the hotbed
Render inoperative
Be subjected to
Play a leading role in
Loaded language is widely used and is very effective in gaining emotion. Watch for loaded
language any time you hear a politician speak- you are sure to hear lots of it!
