The document discusses various rhetorical devices used in persuasion, including euphemisms, dysphemisms, hedges, and downplayers, explaining how they can influence perception even if they don't provide direct evidence. It further explores methods of insinuation, loaded questions, hyperbole, understatement, proof surrogates, and the use of imagery in communication. The presentation aims to educate the audience on recognizing these techniques to understand and critically analyze persuasive language.

1. Rhetorical Devices

2. Introduction
• An overly simple definition of ‘rhetoric’ is ‘the
study of persuasion.’ I recommend
persuading people with evidence; however,
there are means of convincing people that are
unrelated to evidence. In this slideshow, I’ll
consider a few so that you can be on the
lookout for them.

3. Euphemisms
A euphemism is a mild phrase that’s been
substituted for a harsher one. A few
examples:
• ‘Powder room’ for ‘bathroom’
• ‘Passed’ for ‘died’
• ‘Selective reduction’ for ‘abortion of one twin’
• ‘fun size’ for ‘tiny’

4. Dysphemisms
A dysphemism is the substitution of a harsh
phrase for a milder one. A few examples:
• ‘Death Panels’ for ‘voluntary counselors for
Medicare patients’
• ‘Partial-birth abortion’ for ‘intact dilation and
extraction’
• ‘Pig’ for ‘police officer’
• ‘Cancer stick’ for ‘cigarette’

5. Hedges
A hedge is a way of trivializing a claim so that it
still seems significant. Some examples:
• ‘Some doctors recommend colon cleansing.’
• ‘Possibly you’ve never had a better massage.’
• ‘Get up to 50% off.’
• You could earn as much as $15 per hour.’
• Can You OPEN THIS ENVELOPE FOR a Chance at
$25,000?

6. Downplayers
A downplayer is a phrase added to a sentence
that doesn’t change its literal meaning but
does change the attitude listeners take to it.
• She’s just another idealistic new hire.
• He’s the so-called leader of the company.
• It costs a mere $60 per month.

7. Implying Without Saying
• There are many ways of communicating something
without explicitly saying it. Sometimes this is obvious.
• If you ask me how the class did on the midterm and I
say ‘some of you did well,’ that communicates that
some of you did not do well. However, what I said
doesn’t logically imply that; I could deny it by adding
something like ‘in fact, all of you did well.’
• Some non-explicit communication comes from
exploiting conventions of conversation. On the slides
to follow, I’ll consider some other, less-obvious forms
of insinuation.

8. Significant Mention
Mentioning something without
saying it can leave the
impression that it’s been
said. For example:
• A candidate in a debate: “At
least I don’t have a drug
problem.” (Insinuates that
the opponent does)
• On the package of a device
not recommended for
glassware: “Fits better in
glasses!” (Insinuates that it
is designed for use in
glasses)

9. Loaded Question
A question that presupposes something will
seem to imply it no matter the answer to the
question. For example,
• “How long have you held that mistaken view?”
• “Have you given up shoplifting?”
• “What part of America do you hate the
most?”

10. Hyperbole (or overstatment)
An overstatement is a statement that’s not
literally true but has been exaggerated to
suggest something true. For example,
• It’s hotter than Hell out here.
• The calculus book weighs a ton.
• That professor writes at a 4th grade level.

11. Understatement
An understatement is literally true, but is not
the strongest claim that could be made. It is
used to highlight the stronger claim. For
example,
• Newton was a decent mathematician.
• Carlos Slim has made a few dollars.
• Romeo didn’t dislike Juliet. (Litotes)

12. Proof Surrogates
A proof surrogate is a phrase used in place of evidence.
For example,
• There’s evidence that Libby leaked Plame’s name.
• Studies show that reading aloud uses more of your
brain than reading silently.
• There’s every reason to believe that the investment
will pay off.

13. Repetition
• A claim repeated is more memorable (and can
seem truer) than an unrepeated claim.
• Advertisements frequently use the technique.
Contrast the overt repetition from this famously
annoying (and surprisingly successful) Head On
ad with the more subtle repetition from this
CarMax ad. Both repeatedly suggest that product
is easy to use.
• Repetition appears in some religious ceremonies.
You needn’t watch all 18 minutes to notice the
repetition in this presentation of the Roman
Catholic rosary prayer.

14. Images
• Pictures are often used as a substitute for evidence.
Instances abound. Note that not every use of an
image is a dirty trick. Many uses are appropriate (like
two of the three instances below) but they are rarely
evidence.