The document provides examples of rhetorical schemes and techniques that can be used to persuade audiences. It discusses identity strategies like code grooming and irony to bond with groups. It also outlines schemes like analogy, rhetorical questions, hyperbole, and dialogue that serve as persuasive tricks. Examples are given of techniques like antithesis, chiasmus, and the Yoda technique to rebut opponents. The document advocates using repetition, parallel structure, and contradiction to say yes and no at the same time.

1. Chapter 19
Make Them Identify with your Choice
Marasigan/Muñoz

2. Remember:
• Identity strategy is getting the audience to bond with one another
and to see you as its ideal leader.
• YOUR WORD IS THEIR BOND.
• Code Grooming using language unique to a group.
• “OMG ICWUDT ROFLWTBIAMU.” (Oh my gosh, I see
what you did there, rolling on floor laughing while typing
because I’m a magical unicorn.

3. Irony

4. Catching Code
• Irony is the technique of saying one thing
to outsiders and another to insiders—a
double dialect of a language.
• uses a reverse password which lets in
anyone who “gets it.”
• Code Inoculation: Be aware of the
terms that define the groups you belong to,
and watch out when a persuader uses
them.

5. Chapter 20
Get Instant Cleverness

6. Schemes
•Schemes serves as persuasive tricks and rules of thumb.
• analogy - “My love is like a cherry.”
• oxymoron - “military intelligence”
• rhetorical questions - Do I have to explain this one?
• hyperbole - the most amazingly great figure of all
•anaphora - “repeated first words”
"Anaphora will repeat an opening phrase or word;
Anaphora will pour it into a mould (absurd)!
Anaphora will cast each subsequent opening;
Anaphora will last until it's tiring." - John Hollander
•multiple yoking (diazeugma)
Announcer: “Lambodier takes the puck, gets it past two defenders, shoots. . . misses. . . shoots again,
goal!

7. • Coyness: a pretense of
shyness or modesty
• Dialogue: repeats a conversation for rhetorical
effect
• Scott Evil: “Well my friend Sweet Jay took me to that
video arcade in town, right, and they don’t speak
English there, so Jay got into a fight and he’s all, “Hey
quit hasslin’ me cuz I don’t speak French” or whatever!
And the guy said something in Paris talk, and I’m like,
“Just back off!” and they’re all, “Get out!” And we’re
like, “Make me!” It was cool.”

8. • Speak around: substitutes a description for the proper
name
Idioms: combines words to make a single meaning
Hypophora: asking a rhetorical question and answering it.
“What makes a King out of a slave? Courage.
What make the flag on the mast to wave? Courage.
What makes the Sphinx the Seventh Wonder? Courage.
What makes the dawn come up like thunder?! Courage.”
- Cowardly Lion

9. Tropes: swap one image or concept for another
•metaphor
•irony
•metonymy - swaps a part for the whole
• eg. “bluehairs” = elderly women “longhorns” = cattle
•synecdoche - swaps a thing for a collection of things
• eg. “White House” “the good book”
Twist: Concede your opponent’s cliché and then mess it up
deliberately.
Significant other: I want to look like her. She looks as if she was poured into her bathing suit.
You: Yes, and forgot to say “when”.
TAKE IT LITERALLY
Opponent: The early bird catches the worm.
You: It can have it.

10. The Yoda Technique

11. Chiasmus: presents a mirror image of a concept, rebutting
the opponent’s point by playing it backwards
Ask not what your country can do for you, ask what you can do for your country.
Knut Rockne: When the going gets tough, the tough gets going.
Antithesis - weighs one argument next to the other.
“In this corner, weighing 176 lbs, the middleweight champion of the world, Julio Fuentes.
And in this corner...”
use repetition and parallel structure

12. Say Yes and No at the
Same Time
• Dialysis - condensely weights two arguments side by side.
• THIS or THAT.
Bush: “You’re either with us, or you’re with the terrorists.”
• edit yourself aloud, interrupt yourself, pretend you can’t think of what to say,
or correct something in the middle of your own sentence
• Correcting yourself makes the audience believe you have a passion for fairness and
accuracy even while you pile on the accusations.
• YES-NO Sentence (type of dialysis)
Lover: “You seem a little put out with me this morning.”
You: “Put out, no. Furious, yes.”

13. Litotes: makes a point by denying its opposite, resulting in an
ironic understatement
“You are not wrong.” = You’re wrong.
“She is not as young as she was.” = She’s old.
“He was not unfamiliar with the subject.” = He is acquainted with the subject.
Climax: uses the last part of a clause to begin the next,
working like a pyramid, with each part overlapping the next
“If you don’t bring your pen, you may not take the test; if you don’t take the test,
you fail school; if you fail school, you fail life; if you fail life, you die.”

14. “Verbing” and parelcon
Verbing: (anthimeria) a change in a word’s use—noun to
verb, verb to noun, noun to adjective.
“The thunder would not peace at my bidding.” -Shakespeare
“Google it.” = “Search it on Google.”
•Parelcon: subspecies of verbing in which a word gets stripped of
its meaning and is used as a filler
•“And I was like, y’know, like totally crazed out, right. And like this whole, like,
mob, came totally, like stampeding over, like, y’know, the park. It was like,
insane, y’know? Because I was just, like, there, chasing the ducks.”