In a world where we’re constantly trying to figure out if we’re being tricked or—my favourite word that’s cropped up recently—“influenced” into buying or doing something, rhetorical devices are my favourite techniques to look at when I’m teaching analysis.
They’re used almost everywhere. And they’re used for many reasons of course. You have people using them to sell products and services, or to convince people to accept a view or idea to name a few.
And I don’t know how well-known this is but politicians and cult leaders use these rhetorical devices in their language. That’s how they persuade their audience to rally for their cause.
| Technique | Example | Effect |
|---|---|---|
| Flattery – complimenting your audience | You’re incredibly intelligent and you don’t deserve this kind of treatment. | Makes your audience feel valued and important |
| Personal pronouns – the use of ‘I’, ‘you’, ‘we’ | Without your help, we could not have accomplished this task. I thank you from the bottom of my heart. | I’ establishes speaker authority and personal experience. ‘you’/’your’ addresses the audience directly and personally involved. ‘we’ creates a sense of unity, and can encourage agreement or a collective action. |
| Imperatives – commanding language | Donate and change someone’s life today. | Gives direct commands by creating a sense of urgency or obligation. |
| Triples – grouping similar language in 3’s | The hunting of animals to extinction is sad, worrying, and damaging. | Creates rhythm so that it helps the audience to remember something. |
| Emotive language – language that appeals to emotions (pathos) | Look at the sad faces of the children and find it in your heart to give. | Evokes strong emotional response in the audience. |
| Statistics and figures – factual data used in a persuasive way (logos) | Since 2005, wildfires have destroyed more than 99,500 homes, businesses, and other structures. | Adds credibility and authority. It allows for the arguments made for something to seem legit and convincing |
| Rhetorical question – a question that doesn’t require an answer | Most of us deserve to go to bed at a good time, don’t they? | Prompts the audience to think about the topic at hand |
| Hyperbole – exaggerated language | I’m so hungry I could eat a dog. | Meant to evoke strong emotions and makes the statement more memorable or impactful |
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