| rhetorical question /rɪˌtɒrɪkl ˈkwestʃən/ | a question asked for effect, not for an answer | "Who doesn't want cleaner air?" is a rhetorical question. |
| rule of three /ˌruːl əv ˈθriː/ | listing three things for rhythm and impact | "Faster, cheaper, greener" uses the rule of three. |
| anecdote /ˈænɪkdəʊt/ | a short personal story used to make a point | She opened her speech with an anecdote about her first day at school. |
| emotive language /ɪˈməʊtɪv ˈlæŋɡwɪdʒ/ | words chosen to make people feel strongly | Words like "heartbreaking" and "desperate" are emotive language. |
| statistic /stəˈtɪstɪk/ | a number used as evidence | "Nine out of ten dentists agree" is a statistic used to persuade. |
| counter-argument /ˈkaʊntər ˌɑːɡjumənt/ | an opposing view that you mention and then answer | A strong essay addresses the main counter-argument before rejecting it. |
| call to action /ˌkɔːl tʊ ˈækʃn/ | a direct request telling the audience what to do | "Sign the petition today!" is a call to action. |
| direct address /dəˌrekt əˈdres/ | speaking to the audience as "you" | "You can make a difference" uses direct address. |
| repetition /ˌrepəˈtɪʃn/ | repeating a word or phrase for emphasis | "We will not give up. We will not give in." uses repetition. |
| credibility /ˌkredəˈbɪləti/ | the quality of being believed and trusted | Quoting an expert adds credibility to your argument. |