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-choice of words
+You express yourself differently depending on the situation and what you are trying to convey.
+In a business email, you would be concise and more formal.
+With your friends, you might use slang and be more informal.

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-appeals to the senses
+i.e. As she stepped outside, the sun warmed her face, and the birds began to sing.

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-adds information
+instead of "Their road trip was long" say "Their road trip took six hours"

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by Tim O'Brien
-What is truth?
+Throughout the novel, O'Brien adds stories that are not true such as bringing his daughter to Vietnam. He poses a question to readers: If a story makes up details, does that make it any less true?
-Zeugma:
+i.e. They carried rations. They carried ghosts.

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by Arthur Miller
-As people suspected him of being a Communist, Miller wrote The Crucible to show the danger of McCarthyism.
-Although the Salem Witch Trials occurred in the past, Miller's own experience proves that something similar can occur even in today's society.

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by Sister Helen Prejean
-In her novel, Prejean shares her experiences with death row inmates in an attempt to persuade the reader that the death penalty is inhumane.
-Arguing against capital punishment, Prejean contends that the death penalty is unfairly applied and that it fails to acknowledge the dignity of human life.

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-Ethos: establishes credibility
+ex. As a dentist, I believe that you should use Crest.
-Pathos: invokes emotion
+ex. For only $1 a month, you can provide a dog with a loving, forever home.
-Logos: uses facts, statistics, etc.
+ex. On average, whales live about 25-35 years in captivity; however, in the wild, they have a lifespan compared to that of a human.

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-Circular Logic:
+ex. She needed money, so she gambled. Because she gambled, she needed money.
-Rhetorical Question:
+ex. At these prices, why wouldn't you choose to shop at SuperSave?
-Testimonial:
+ex. Celebrity endorsements
-Either/Or:
+ex. Either you're with us or you're against us.
-Red Herring:
+ex. Mom: Sally, did you clean your room?
Sally: Johnny didn't do the dishes!

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-use active voice:
+the subject should perform the action
+instead of "Sally was given the medal" say "He gave Sally the medal"
-be concise:
+instead of "Susie danced throughout the night until the ball ended at 12 o'clock midnight" say "Susie danced until the ball ended at midnight"