Ethos, A writer tries to persuade the audience to respect or believe him based on the writer's credibility, authority or reliability, Logos, When a writer tries to persuade the audience based on logic, reason and rationality, Pathos, when a writer tries to engage the reader's emotion, sympathy and imagination, Statistical evidence, percentages, charts, any numbers that make an argument more conclusive, Syntax, the way words are put together to form phrases, Repetition, When used appropriately, it can reinforce the writer's message, Culmination, using similar words in a short space, gives weight to the idea being expressed. The idea requires guts, determination, grit and willpower, Alliteration, repetition of the first sound in consecutive words, Anaphora, repetition of a word or phrase at the beginning of a setenence, Tone, Similar to mood - this feature describes the author's attitude towards his material, Colloquial language, informal, every day language, Diction, Word choice, Connotation, an idea or feeling that a word invokes, Denotation, the actual, dictionary definition of the word, Euphmism, a more acceptable or appropriate way of saying something, Lexical cluster, words related to a particular group or idea, Analogy, comparing one situation to another, Hyperbole, over exaggeration, Anecdotal evidence, evidence through the incorporation of stories, Ambiguity, Use of language where multiple meanings are possible

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