Craft
Vital moment in time (heightens sense of urgency around an issue to make it seem more urgent)
expert opinion/asserting credibility
moral high ground
Juxtaposition
visual image (focal point, visual hierarchy, symbolism)
anecdotes
inclusive language
stats/figures
structural features (sentence type, word class)
Emotional appeal
cataloguing
anaphora/repetition
Emotional appeal
-Cultivation of fear/guilt/hope/pride
-elicitation of empathy/affinity
-moral appeal (positions argument as ethically superior)
-Appeal to collective identity (align audience with shared values or nationality
inclusive language
Fosters unity and solidarity, positioning the audience as part of a collective (“we,” “us,” “our”).
Encourages alignment with the writer’s viewpoint, creating a sense of shared responsibility.
Builds trust and rapport, reducing distance between writer and audience.
Applies subtle moral pressure, implying that readers should act or think in line with the group.
Evokes empathy and a sense of belonging, strengthening the emotional persuasiveness of the argument.
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metaphor analysis
Makes abstract ideas more concrete and relatable, helping readers visualise complex concepts.
Elicits an emotional response, deepening the persuasive impact.
Condenses meaning, communicating a powerful idea through a single, memorable image.
Positions readers to view the issue symbolically, heightening its moral or emotional significance.
Reinforces the writer’s contention, ensuring the argument resonates beyond logic.
juxtaposition
Highlights contrast between two opposing ideas, tones, or images to emphasise the writer’s stance.
Clarifies the writer’s argument by making one perspective appear more logical, moral, or desirable than the other.
Intensifies emotional impact, sharpening the reader’s reaction to the contrast.
Encourages readers to make value judgments, aligning them with the side the writer presents favourably.
Reinforces the central contention through stark opposition, making the argument more memorable and persuasive.
asserting credibility
Establishes the writer’s authority or expertise, encouraging readers to trust their judgment.
Positions the argument as informed and reliable, reducing room for doubt or opposition.
Enhances persuasiveness by appealing to logic and respect for knowledgeable voices.
Reassures readers that the argument is grounded in evidence or professional experience.
Aligns the audience with the writer’s credibility, prompting acceptance of their claims as fact rather than opinion.
anecdote
Personalises the issue, making it relatable and emotionally engaging for readers.
Humanises the argument, shifting it from abstract or statistical to tangible and real.
Elicits empathy or compassion, appealing to readers’ emotions (pathos).
Builds credibility and authenticity, showing lived experience or insider perspective.
Positions readers to identify with the storyteller, aligning them with the writer’s values or viewpoint.
Simplifies complex issues, making them easier for readers to understand through a human lens.
cataloguing
Emphasises magnitude or scale, showing the breadth or severity of an issue.
Creates rhythm and momentum, enhancing the persuasive or dramatic impact.
Overwhelms the reader with detail, reinforcing urgency or importance.
Highlights patterns or contrasts, making the argument more memorable and structured.
Positions the audience to feel the cumulative weight of the evidence or examples.
rhetorical
Engages the audience, prompting them to consider the issue and reflect on their own beliefs or actions.
Challenges readers indirectly, encouraging agreement without overtly stating it.
Highlights a problem or contradiction, emphasising the writer’s argument.
Creates a persuasive or dramatic effect, drawing attention to key points.
repetition/anaphora
Emphasises key ideas, ensuring the audience remembers the central argument.
Creates rhythm and momentum, making the message more persuasive and impactful.
Reinforces emotional or moral appeal, heightening urgency or significance.
Draws attention to patterns or contrasts, strengthening the clarity of the writer’s point.
moral high ground
Positions the writer as ethical and principled, encouraging readers to trust and respect their perspective.
Implies that opposing views are morally inferior, persuading the audience to align with the writer.
Strengthens ethos, enhancing credibility and authority.
Appeals to the audience’s sense of justice or ethics, reinforcing the argument’s moral weight.
