Terms : Hide Images
| 6003756438 | Audience | The listener, viewer, or reader of the text. Most texts are likely to have multiple audiences. | 0 | |
| 6003763709 | Concession | An acknowledgment that an opposing argument maybe be true or reasonable. In a strong argument, a concession is usually accompanied by a refutation challenging the validity of the opposing argument | 1 | |
| 6003791645 | Connotation | Meanings or associations that readers have with a word beyond its dictionary definition, or denotation. Connotations are usually positive or negative, and they can greatly affect the author's tone. | 2 | |
| 6003810059 | Context | The circumstances, atmosphere, attitudes, and events surrounding a text. | 3 | |
| 6003815797 | Counterargument | An opposing argument to the one a writer is putting forward. Rather than ignoring a counterargument, a strong writer will usually address it through the process of concession and refutation. | 4 | |
| 6003830203 | Ethos | Greek for "character". Speakers appeal to this to demonstrate that they are credible and trustworthy to speak on a given topic. It is established by both who are and what you say. | 5 | |
| 6003845031 | Logos | Greek for "embodied thought." Speakers appeal to this , or reason, by offering clear, rational ideas and using specific details, examples, fact, statistics, or expert testimony to back them up. | 6 | |
| 6003860416 | Occasion | The time and place of a speech is given or a piece is written | 7 | |
| 6003868510 | Pathos | Greek for "suffering" or "experience". Speakers appeal to this to emotionally motivate their audience. More specific appeals to this because it might play on the audience's values, desires, and hopes, one the one hand, or fears and prejudices, on the other. | 8 | |
| 6003890774 | Persona | Greek for "mask". The face or character that a speaker shows to his or her audience. | 9 | |
| 6003897906 | Polemic | Greek for "hostile." An aggressive argument that tries to establish the superiority of one opinion over all others. It generally does not concede that opposing opinions have any merit. | 10 | |
| 6003915234 | Propaganda | The spread of ideas and information to further a cause. In its negative sense, it is the use of rumors, lies, disinformation, and scare tactics in order to damage or promote a cause. | 11 | |
| 6003939266 | Purpose | The goal the speaker wants to achieve. | 12 | |
| 6003942058 | Refutation | A denial of the validity | 13 |
