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1.41783L252.467 2.47876L251.45 2.3637L251.707 0.60165C252.118 0.401088 252.563 0.253475 253.041 0.15797C253.519 0.0529708 253.958 1.99446e-05 254.359 0Z\"\n    fill=\"currentColor\" />\u003C/g>",{"tile":13,"orbsWithOnlyMarkdownPages":387},{"id":14,"data":15,"type":16,"maxContentLevel":19,"version":20,"orbs":21},"cfbac5a0-4af6-4d27-9099-8208491cf165",{"type":16,"title":17,"tagline":18},9,"Making Things Memorable","An introduction to why memorability matters, and how great people achieve it",3,4,[22,68,180,274],{"id":23,"data":24,"type":25,"version":19,"maxContentLevel":19,"summaryPage":27,"introPage":36,"pages":43},"d567308e-c1f8-42a8-a7c1-046b45bf2cab",{"type":25,"title":26},2,"The Power of Memorability",{"id":28,"data":29,"type":19,"maxContentLevel":19,"version":35},"caf1d96d-b8a4-4289-8db3-a53dd9171e7f",{"type":19,"summary":30},[31,32,33,34],"Memorability is crucial for persuasion; if people can't remember your argument, they can't be fully persuaded","Repetition makes arguments stick; Churchill's \"we will fight them on\" speech is a prime example","The Illusory Truth Effect shows that repeated statements are more likely to be believed, even if they're false","Studies show that even outlandish facts can be believed after enough repetition, like \"a sari is a plaid skirt worn by the Scots\"",1,{"id":37,"data":38,"type":39,"maxContentLevel":19,"version":35},"12ed9611-b396-41c0-ae69-f251ceb3c0e6",{"type":39,"intro":40},10,[41,42],"What makes an argument stick in someone's mind?","Which technique can turn a boring fact into a memorable point?",[44,49,63],{"id":45,"data":46,"type":35,"maxContentLevel":19,"version":19},"c7431683-a2b2-4b3f-b757-3c5d11cb9786",{"type":35,"contentRole":25,"markdownContent":47,"audioMediaId":48},"One thing that is really important when attempting to persuade someone of something is **memorability**. If you don’t make your argument memorable, your audience is going to struggle to attribute importance to it, particularly when they hear counter-arguments or alternative opinions. It is impossible to be fully persuaded of an idea if you can’t remember it.\n\nHave you ever gotten an advertisement stuck in your head? Perhaps it is a jingle or something really unusual - like a dancing meerkat. The reason why advertising companies do that is because you will continue to think of their product. Even if you don’t need a pizza or car insurance, if Dominos’ or Geico is stuck in people’s heads, when you eventually do, they’ll be the first ones to come to mind.\n\n![Graph](image://e5804abd-4b71-4c53-b909-8ad0dadc8703 \"Dominos Pizza store. Image: EPIC, CC BY-SA 4.0 \u003Chttps://creativecommons.org/licenses/by-sa/4.0>, via Wikimedia Commons\")","28c9eca9-242b-4041-bbc4-1033d95b98dc",{"id":50,"data":51,"type":35,"maxContentLevel":19,"version":19,"reviews":54},"fdcc2a23-bdcf-42ee-afa2-2b2dfd14d14c",{"type":35,"contentRole":25,"markdownContent":52,"audioMediaId":53},"Although some of what we remember differs from person to person, **there are also proven psychological methods for making something memorable**. For example, the human brain is better geared to remembering things that have been reinforced several times.\n\nThink back to some of the greatest speeches. Can you identify any instances where they have reiterated the same point repeatedly, either with the same or different phrasing?\n\nOne example of this comes in Winston Churchill’s June 1940 speech to the House of Commons. In that speech, he repeatedly uses the phrase “we will fight them on.” The effect of this is that, when you finish listening to the speech, the message continues to ring in your ears. Even after you are no longer listening to Churchill’s speech, you are still being persuaded of wartime Britain’s desire to fight.\n\n![Graph](image://41dddad7-74e3-45af-984d-9ed0a0c3872d \"Portrait of Winston Churchill. Image: J. Russell and Sons, Public domain, via Wikimedia Commons\")","8bfe9369-bb26-4e9a-9bc5-fef600bc1f33",[55],{"id":56,"data":57,"type":58,"version":35,"maxContentLevel":19},"285a2115-1401-4599-8710-bc3ff91a0c37",{"type":58,"reviewType":35,"spacingBehaviour":35,"activeRecallQuestion":59,"activeRecallAnswers":61},11,[60],"What effect did Winston Churchill employ in his famous speech to the House of Commons in June 1940?",[62],"Repetition",{"id":64,"data":65,"type":35,"maxContentLevel":19,"version":19},"0bfddd5a-a536-454e-b733-c363526733fd",{"type":35,"contentRole":25,"markdownContent":66,"audioMediaId":67},"**By using repetition, you are not just able to persuade people that you are right in the moment**, you’re also able to keep persuading them even after you have finished speaking. In fact, Napoleon said that repetition was the most important element of rhetoric.\n\nHowever, memorability is not just an empirical concept: it has science behind it too. In 1977, psychologists from Villanova studied what is known as the **Illusory Truth Effect** which stated that, if you repeat something enough times, people will think it is true.\n\nIn their experiment, they repeatedly showed statements to subjects, who were then asked whether or not they thought they were true. For example, they might have told people that Britain uses 20 million rolls of toilet paper a week. The more often individuals had been exposed to an idea, the more likely they were to believe it.\n\n![Graph](image://a081b468-5bc5-412e-acef-c7429b20398b \"Shelves filled with toilet paper. Image: Mwinog2777, CC BY-SA 4.0 \u003Chttps://creativecommons.org/licenses/by-sa/4.0>, via Wikimedia Commons\")\n\nSurprisingly, **this study has also since been proven with outlandish facts**. In 2015, researchers in the *Journal of Experimental Psychology* found that, after repetition, subjects would instinctively believe repeated statements that they knew to be false. For example, test subjects were told that “a sari is a plaid skirt worn by the Scots.” Even the subjects who were able to correctly state that saris are not traditionally from Scotland before the start of the test would believe that it was true after they’d heard it enough times.","bd444c05-4969-4715-9a5e-1fcce042d076",{"id":69,"data":70,"type":25,"version":20,"maxContentLevel":19,"summaryPage":72,"introPage":80,"pages":86},"bd79d634-e200-440d-a5f5-1ffd57aa46cb",{"type":25,"title":71},"The Art of Repetition",{"id":73,"data":74,"type":19,"maxContentLevel":19,"version":35},"5090743d-a20d-4e6c-82e6-182a565496bb",{"type":19,"summary":75},[76,77,78,79],"A tricolon uses a list of 3 elements to make ideas memorable","Anaphora repeats words at the start of sentences to create rhythm","Antimetabole flips phrases to show contrast or deeper meaning","Repetition techniques like these make messages stick",{"id":81,"data":82,"type":39,"maxContentLevel":19,"version":35},"9b864708-60d6-45d3-96af-35d144deb429",{"type":39,"intro":83},[84,85],"How does repetition make things stick in your memory?","What scientific principle explains why repetition works?",[87,131,157],{"id":88,"data":89,"type":35,"maxContentLevel":19,"version":19,"reviews":92},"093e34dd-770b-4d8e-980c-64e10c1f17a9",{"type":35,"contentRole":25,"markdownContent":90,"audioMediaId":91},"There are different ways of repeating content. One key way of repeating an idea is through the tricolon. A tricolon is when you are using a list of exactly 3 elements to express your point - statistical analysis suggests that the human mind chunks lists into groups of 3. In giving advice to his son, the US President, Franklin Delano Roosevelt, famously said “be brief, be sincere, be seated.” Here the grouping of ideas into 3 makes them memorable in relation to each other.\n\n![Graph](image://03bb4b46-66fd-4063-88a9-ae59d4484017 \"Franklin Delano Roosevelt. Pharaoh Hound, CC BY-SA 3.0 \u003Chttp://creativecommons.org/licenses/by-sa/3.0/>, via Wikimedia Commons\")\n\nSimilarly, Julius Caesar famously said 'veni, vidi, vici' (“I came, I saw, I conquered”) in a letter back to the Roman Senate. The purpose of this tricolon was to definitively cement Caesar’s reputation as a successful military general. By getting people to remember his singularity of purpose, he was able to reinforce his political status. When trying to persuade someone of something, attempt to point ideas into threes.","3605c16f-66bf-4834-b125-7bf9ff9bc232",[93,113,120],{"id":94,"data":95,"type":58,"version":35,"maxContentLevel":19},"e1a5377b-4f73-4607-96c2-14fa05445ced",{"type":58,"reviewType":19,"spacingBehaviour":35,"collapsingSiblings":96,"multiChoiceQuestion":100,"multiChoiceCorrect":102,"multiChoiceIncorrect":104,"multiChoiceMultiSelect":6,"multiChoiceRevealAnswerOption":6,"matchPairsQuestion":108,"matchPairsPairs":110},[97,98,99],"4b347eb8-e789-4ca3-8108-dfb4c700d909","8724de18-bada-476e-ad2f-a3162f88ee02","b40cf559-fb3e-44d1-a56d-042609969c6e",[101],"Which of the following is an accurate description of tricolon?",[103],"Involves repeating an idea using a list of three elements",[105,106,107],"Involves repetition at the beginning of multiple clauses","Involves repetition of a word or phrase but with an inverted order","Involves finishing a passage with the same phrase as you started",[109],"Match the pairs below:",[111],{"left":112,"right":103,"direction":19},"Tricolon",{"id":114,"data":115,"type":58,"version":35,"maxContentLevel":19},"ec2ec205-1830-4b9b-9221-a3021e58b5d7",{"type":58,"reviewType":20,"spacingBehaviour":35,"clozeQuestion":116,"clozeWords":118},[117],"A tricolon is when you use a list of exactly 3 items to make your ideas more memorable",[119],"tricolon",{"id":121,"data":122,"type":58,"version":35,"maxContentLevel":19},"7dc9f8fa-6356-4953-a9cd-8e01c7f0fdc1",{"type":58,"reviewType":19,"spacingBehaviour":35,"multiChoiceQuestion":123,"multiChoiceCorrect":125,"multiChoiceIncorrect":127,"multiChoiceMultiSelect":6,"multiChoiceRevealAnswerOption":6},[124],"In good rhetoric, what number of items should be in a list to make it more memorable?",[126],"3",[128,129,130],"1","2","4",{"id":132,"data":133,"type":35,"maxContentLevel":19,"version":19,"reviews":136},"9d30f510-7286-4aec-98e7-779733cb13b7",{"type":35,"contentRole":25,"markdownContent":134,"audioMediaId":135},"Another rhetorical technique that can aid memorability is anaphora. This involves repetition, always at the beginning of multiple clauses in a row, and is effective because it creates a rhythmic impact when read aloud, which leads to it becoming more effectively stuck in the part of your brain that responds to rhythm.\n\nOne great example of anaphora in action is Martin Luther King’s ‘I have a dream’ speech. Amidst a background of hostility toward the civil rights movement, King’s speech managed to turn civil rights from an issue of fear to one of hope.\n\n![Graph](image://e13ac126-383d-431a-b42e-10382f8bd400 \"Martin Luther King Jr after delivering his speech. Image: National Park Service, CC BY 2.0 \u003Chttps://creativecommons.org/licenses/by/2.0>, via Wikimedia Commons\")\n\nIn that speech, the repetition of “I have a dream” at the start of each sentence allows him to push home to his audience that his core idea is one of hope because the word ‘dream’ draws connotations of optimism and idealism. In addition, the fact that the sentence simply begins with the phrase rather than being encompassed entirely by it allows him to refine and modify his dream. Through anaphora, King is able to paint a compelling picture.","5f329a5f-195d-489e-a481-a8c15a92d0af",[137,148],{"id":97,"data":138,"type":58,"version":35,"maxContentLevel":19},{"type":58,"reviewType":19,"spacingBehaviour":35,"collapsingSiblings":139,"multiChoiceQuestion":140,"multiChoiceCorrect":142,"multiChoiceIncorrect":143,"multiChoiceMultiSelect":6,"multiChoiceRevealAnswerOption":6,"matchPairsQuestion":144,"matchPairsPairs":145},[94,98,99],[141],"Which of the following is an accurate description of anaphora?",[105],[103,106,107],[109],[146],{"left":147,"right":105,"direction":19},"Anaphora",{"id":149,"data":150,"type":58,"version":35,"maxContentLevel":19},"5854b817-27b1-4826-a21d-687edc742ef4",{"type":58,"reviewType":25,"spacingBehaviour":35,"binaryQuestion":151,"binaryCorrect":153,"binaryIncorrect":155},[152],"Which of these is an example of anaphora?",[154],"The \"I have a dream\" speech",[156],"The \"Military Industrial Complex\" speech",{"id":158,"data":159,"type":35,"maxContentLevel":19,"version":20,"reviews":162},"f9d08ca8-1bcd-4ae0-b1e2-dcf095786cf8",{"type":35,"contentRole":25,"markdownContent":160,"audioMediaId":161},"Another key technique used to make things memorable is antimetabole. This is the repetition of a word or phrase but with an inverted order. This often creates a direct contrast between an unfavorable option and its antithesis, which is more favorable. One example of this comes from the 3 musketeers, who have the motto “all for one, and one for all.”\n\nHere, the inversion demonstratively shows that this is a 2-way relationship. Rather than just giving to each other, the musketeers also receive. Similarly, St. Francis of Assisi, who was a prominent Christian orator, said that “it is in giving that we receive, in pardoning that we are pardoned.” In using antimetabole, St. Francis is showing the 2-directional nature of his transaction.\n\n![Graph](image://4311b06d-85ba-4624-ba15-654aacbf0be3 \"Francis of Assisi. Image: Philip Fruytiers, Public domain, via Wikimedia Commons\")\n\nA more recent example of antimetabole as an appendage of rhetoric comes from the inauguration of President Biden. He said “we’ll lead not merely by the example of our power, but by the power of our example.” Unlike the above examples, this is not simply transactional. It teases the expected trope, but instead then pulls it away to reveal a better alternative.","6b5aa24d-bff9-4a23-a2bc-638e2c6905d3",[163,174],{"id":98,"data":164,"type":58,"version":35,"maxContentLevel":19},{"type":58,"reviewType":19,"spacingBehaviour":35,"collapsingSiblings":165,"multiChoiceQuestion":166,"multiChoiceCorrect":168,"multiChoiceIncorrect":169,"multiChoiceMultiSelect":6,"multiChoiceRevealAnswerOption":6,"matchPairsQuestion":170,"matchPairsPairs":171},[94,97,99],[167],"Which of the following is an accurate description of antimetabole?",[106],[103,105,107],[109],[172],{"left":173,"right":106,"direction":19},"Antimetabole",{"id":175,"data":176,"type":58,"version":35,"maxContentLevel":19},"54784bb6-c7d1-488d-9fe4-bd9842ba16b0",{"type":58,"reviewType":20,"spacingBehaviour":35,"clozeQuestion":177,"clozeWords":179},[178],"Antimetabole is a rhetorical technique that involves repeating a phrase with an inverted word order. For example, this technique is used in the motto \"all for one and one for all\"",[173],{"id":181,"data":182,"type":25,"version":20,"maxContentLevel":19,"summaryPage":184,"introPage":192,"pages":198},"e9fe6f74-ca65-4664-817e-ac06b2ac9a5b",{"type":25,"title":183},"Mastering Rhetorical Techniques",{"id":185,"data":186,"type":19,"maxContentLevel":19,"version":35},"becdaf18-ea37-437a-bb95-e60e00ba464a",{"type":19,"summary":187},[188,189,190,191],"Epanalepsis repeats the same phrase at the start and end of a passage to emphasize the main message","Epistrophe repeats a phrase at the end of clauses to show inevitability","Epizeuxis repeats a word or phrase in direct succession to ensure it stands out","The phrase 'location, location, location' is a classic example of epizeuxis in real estate",{"id":193,"data":194,"type":39,"maxContentLevel":19,"version":35},"6a4be4f6-e737-4aba-9f15-b146b5816db6",{"type":39,"intro":195},[196,197],"What makes an analogy memorable?","How does repetition enhance a speech?",[199,225,230,245,269],{"id":200,"data":201,"type":35,"maxContentLevel":19,"version":20,"reviews":204},"cd7ae0b4-a4bb-4e00-943f-970de746a66c",{"type":35,"contentRole":25,"markdownContent":202,"audioMediaId":203},"While antimetabole occurs when you end a phrase with the opposite of what you started it with, **epanalepsis is when you finish a passage with the same phrase as you started**. This allows for you to repeat it, but also for that to appear as the foregrounded message.\n\nThink back to any time you’ve read an article. Did it begin with an introduction and end with a conclusion? The reason it does this is so it can put the main message, the most important content, in the foreground. Epanalepsis does this, but on a much smaller scale.","c3732833-3b17-4635-8fd3-88d7a62852f3",[205,216],{"id":99,"data":206,"type":58,"version":35,"maxContentLevel":19},{"type":58,"reviewType":19,"spacingBehaviour":35,"collapsingSiblings":207,"multiChoiceQuestion":208,"multiChoiceCorrect":210,"multiChoiceIncorrect":211,"multiChoiceMultiSelect":6,"multiChoiceRevealAnswerOption":6,"matchPairsQuestion":212,"matchPairsPairs":213},[94,97,98],[209],"Which of the following is an accurate description of epanalepsis?",[107],[103,105,106],[109],[214],{"left":215,"right":107,"direction":19},"Epanalepsis",{"id":217,"data":218,"type":58,"version":35,"maxContentLevel":19},"90b0ceef-abee-4e25-bd34-7012c3cec07c",{"type":58,"reviewType":25,"spacingBehaviour":35,"binaryQuestion":219,"binaryCorrect":221,"binaryIncorrect":223},[220],"Which of these is an example of epanalepsis?",[222],"The King is Dead. Long Live the King",[224],"Let us lead not by the example of our power but by the power of our example",{"id":226,"data":227,"type":35,"maxContentLevel":19,"version":19},"a73892be-c518-43e4-9cf3-eeb43ed46361",{"type":35,"contentRole":25,"markdownContent":228,"audioMediaId":229},"One example of epinalepsis comes in the traditional monarchical coronation rites. When the monarch dies, the pronouncement is typically ‘**The King** is dead. Long live **the King**.’ Here, the repetition of the phrase ‘the King’ serves to exemplify the continuity that exists.\n\nAnother way in which epanalepsis can be used is to emphasize the meaning of a phrase. For example, the activist Ralph Nader famously stated that “a **minimum wage** that is not a livable wage can never be a **minimum wage**.”\n\n![Graph](image://50eb7734-69c3-45e7-8c8f-f30f8092d677 \"A photograph of the activist Ralph Nader. Image: https://www.flickr.com/photos/wickenden/ Don LaVange, CC BY-SA 2.0 \u003Chttps://creativecommons.org/licenses/by-sa/2.0>, via Wikimedia Commons\")","3309295f-3c16-4a2b-9652-103acb4dacb1",{"id":231,"data":232,"type":35,"maxContentLevel":19,"version":19,"reviews":235},"72b8032d-0bf7-46c8-8479-1320c4bc9d56",{"type":35,"contentRole":25,"markdownContent":233,"audioMediaId":234},"Another rhetorical technique that can be used is **epistrophe**. This is when the same phrase is repeated, but it is always used at the end of the clause. This is effective because it shows an inevitability to the sentence.\n\n![Graph](image://d68e9a94-ab57-4212-ae11-ea6af05e9bc3 \"Robert F. Kennedy (left) and President Lyndon B. Johnson (right). Image: Yoichi Okamoto, Public domain, via Wikimedia Commons\")\n\nOne example of this comes in a speech from the American President Lyndon B Johnson. He said that “there is no Southern **problem**. There is no Northern **problem**. There is only an American **problem**.” Here, the repetition of the word ‘problem’ at the end of each sentence shows it to be an inevitable product of the words before it. In doing so, he is pushing for unity by stating that it is impossible to blame any one group for its foundation.","16d1a5d7-ae26-42e5-b370-7ce0b9a01a5a",[236],{"id":237,"data":238,"type":58,"version":25,"maxContentLevel":19},"2af5540f-1c78-4329-91e7-e5f559ed39f7",{"type":58,"reviewType":19,"spacingBehaviour":35,"multiChoiceQuestion":239,"multiChoiceCorrect":241,"multiChoiceIncorrect":243,"multiChoiceMultiSelect":6,"multiChoiceRevealAnswerOption":6},[240],"What is it called when identical phrases are repeated at the end of multiple clauses?",[242],"Epistrophe",[173,215,244],"Epizeuxis",{"id":246,"data":247,"type":35,"maxContentLevel":19,"version":19,"reviews":250},"bedc6e83-98a0-4832-b7c6-144cd65fc850",{"type":35,"contentRole":25,"markdownContent":248,"audioMediaId":249},"Similarly, in a speech campaigning for an end to the apartheid in South Africa, Nelson Mandela states that “the time for the healing of the wounds **has come**. The moment to bridge the chasms that divide us **has come**.” Here, the repetition of the phrase ‘has come’ shows that change is inevitable and, therefore, should not be resisted.\n\n![Graph](image://5a188491-9b5f-428c-8050-30b16a5ef101 \"Nelson Mandela. Image: Library of the London School of Economics and Political Science, No restrictions, via Wikimedia Commons\")\n\nEpizeuxis is perhaps the most obvious example of rhetorical usage. This is when **a word or phrase is repeated in direct succession**. The impact of this is that, **even if an audience member is distracted in their listening or reading, it is impossible to miss** because it is so unusual.","c725e83a-0fb0-4a3a-aabb-33e99adad40d",[251],{"id":252,"data":253,"type":58,"version":25,"maxContentLevel":19},"1929b284-4e9b-4afb-86b6-c54e29ee5aef",{"type":58,"reviewType":19,"spacingBehaviour":35,"collapsingSiblings":254,"multiChoiceQuestion":258,"multiChoiceCorrect":260,"multiChoiceIncorrect":262,"multiChoiceMultiSelect":6,"multiChoiceRevealAnswerOption":6,"matchPairsQuestion":266,"matchPairsPairs":267},[255,256,257],"c9fdbd5d-2519-48cd-9232-318c6c4a431d","1133eb3c-9d28-4077-a62c-b6b3289cf436","cb1052ca-0a3d-422c-a1be-cdccde7ae8c6",[259],"Which of the following best describes epizeuxis?",[261],"Repeating a word or phrase in direct succession",[263,264,265],"A rhetorical technique where a speaker corrects themselves to make a point","A trick or device intended to attract attention or publicity","A rhetorical technique where the main point is initially hidden",[109],[268],{"left":244,"right":261,"direction":19},{"id":270,"data":271,"type":35,"maxContentLevel":19,"version":19},"6641e371-a14b-4641-ba27-f53cd584dc6d",{"type":35,"contentRole":25,"markdownContent":272,"audioMediaId":273},"One example of epizeuxis comes from the British Prime Minister Tony Blair, who stated that “our top priority was, is, and always will be **education, education, education**.” This draws attention unequivocally and attempts to show that Blair’s focus is undivided.\n\n![Graph](image://25048676-8f01-4d99-b643-f476e5056715 \"A photograph of former British Prime Minister Tony Blair, during another speech on the importance of education. Image: Center for American Progress, CC BY-ND 2.0 via Flickr, https://creativecommons.org/licenses/by-nd/2.0/\")\n\nAnother example of this comes from the real estate industry. As early as 1926, real estate agents said that the top priority when buying a house was ‘**location, location, location**.’ This serves to get that key concept stuck in the minds of the buyers so that they attach importance to it.","a0c4f12f-fd59-4074-aca1-592d56289b85",{"id":275,"data":276,"type":25,"version":19,"maxContentLevel":19,"summaryPage":278,"introPage":286,"pages":292},"eb28480c-18b1-4bb2-b791-fe42ac7d23f1",{"type":25,"title":277},"Exploring Advanced Techniques",{"id":279,"data":280,"type":19,"maxContentLevel":19,"version":35},"bc14be0a-dc2f-4002-a2a9-98d44d488d9f",{"type":19,"summary":281},[282,283,284,285],"Asyndetic lists remove the final 'and' to make lists seem endless","Polysyndetic lists use 'and' between each item to make lists feel longer","Metanoia corrects a statement to make the final idea seem bigger","Concealed premises hide the main point until a dramatic reveal",{"id":287,"data":288,"type":39,"maxContentLevel":19,"version":35},"14dce48f-e54c-4a74-b640-5aae746fde14",{"type":39,"intro":289},[290,291],"What makes a memory technique unforgettable?","How do advanced techniques impact memory retention?",[293,307,322,339,356,382],{"id":294,"data":295,"type":35,"maxContentLevel":19,"version":19,"reviews":298},"2beace62-84b1-4af0-a71c-fca1e269b500",{"type":35,"contentRole":25,"markdownContent":296,"audioMediaId":297},"Although it is the repetition of a grammatical feature rather than a single word, concept or idea, **repetition can also appear through lists**. There are 2 types of list that we are going to look at as rhetorical features: **asyndetic lists and polysyndetic lists**.\n\nAsyndeton is when you remove the final ‘and’ from a list so that each individual element, including the last one, is simply separated by commas.\n\n![Graph](image://1af8fa2e-9b41-4cb7-863c-7d5afade8ef3 \"American President, Dwight D. Eisenhower. Image: White House, Public domain, via Wikimedia Commons\")\n\nOne example of this comes from the American President Dwight D Eisenhower. In his speech criticizing the Military-Industrial complex, he referenced “every gun that is made, every warship launched, every rocket fired.” Here, the impact of using an asyndetic list is that it makes it seem like there is no final weapon, making it seem endless.","e8ec1660-99bc-4ba1-9467-3900d390d347",[299],{"id":300,"data":301,"type":58,"version":35,"maxContentLevel":19},"e4c7b6f2-f540-44af-868d-66d948e655ea",{"type":58,"reviewType":35,"spacingBehaviour":35,"activeRecallQuestion":302,"activeRecallAnswers":304},[303],"In rhetoric, what are the two types of list?",[305,306],"Asyndetic","Polysyndetic",{"id":308,"data":309,"type":35,"maxContentLevel":19,"version":19,"reviews":312},"aefba7a9-f2d8-47d0-b187-41ee3d5b080e",{"type":35,"contentRole":25,"markdownContent":310,"audioMediaId":311},"The other type of list that can be used is a **polysyndetic list**. This is when **each individual element of a list is separated by an ‘and’** in order to make the list seem longer than it is.\n\nOne example of this comes from the American author William F Buckley, who wrote that “in the years gone by, there was in every community men and women who spoke the language of duty **and** morality **and** loyalty **and** obligation.” Here, the impact of the polysyndeton is that **it truncates the rhythm** when reading the sentence, **making an audible reader breathless or a visual reader tired**. As a result, **the list appears longer** than it actually is.\n\n![Graph](image://fb3799cf-5d20-45bf-99ac-bbd0acaefded \"William F. Buckley, Jr. Image: SPC 5 Bert Goulait, US Military, Public domain, via Wikimedia Commons\")\n\nA common use of this technique is to make lists of reasons for supporting an idea or belief longer than it actually is.","b6ce816e-8a6e-47bc-84f4-636ef2aff81a",[313],{"id":314,"data":315,"type":58,"version":35,"maxContentLevel":19},"10c7bd61-d51a-4bec-b2a5-f49b33458247",{"type":58,"reviewType":25,"spacingBehaviour":35,"binaryQuestion":316,"binaryCorrect":318,"binaryIncorrect":320},[317],"What type of list is \"duty and morality and loyalty and obligation\"?",[319],"Polysyndeton",[321],"Asyndeton",{"id":323,"data":324,"type":35,"maxContentLevel":19,"version":19,"reviews":327},"04224b10-8ec0-465f-911e-e16b4b40fcc5",{"type":35,"contentRole":25,"markdownContent":325,"audioMediaId":326},"Have you ever heard someone slip up in a speech and then correct themselves? Have you ever considered that they might have done it on purpose?\n\nSometimes, when giving speeches, someone might correct themselves. This is because they want to plant an idea in your head and then surplant it. For example, if the CEO of a banana growing company told you that they were the greatest farmers in the world, you might think that it’s pretty cool. However, if he says “we’re the greatest farmers in Brazil, nay, the world,” it seems even more impressive because he’s given you something to compare it to. The world is made to seem bigger by the fact that Brazil was the initial expectation set in your mind.\n\n![Graph](image://7f4194d4-6383-49e1-be7d-71ce3ceca1d3 \"Banana farm in Brazil. Image: ABHIJEET, CC BY-SA 3.0 \u003Chttps://creativecommons.org/licenses/by-sa/3.0>, via Wikimedia Commons\")\n\n**This technique is called metanoia**, and it can be a powerful way of showing things to be big or important.","35ac4825-36b8-4575-80a2-6a93547f52a3",[328],{"id":255,"data":329,"type":58,"version":35,"maxContentLevel":19},{"type":58,"reviewType":19,"spacingBehaviour":35,"collapsingSiblings":330,"multiChoiceQuestion":331,"multiChoiceCorrect":333,"multiChoiceIncorrect":334,"multiChoiceMultiSelect":6,"multiChoiceRevealAnswerOption":6,"matchPairsQuestion":335,"matchPairsPairs":336},[252,256,257],[332],"Which of the following best describes metanoia?",[263],[261,264,265],[109],[337],{"left":338,"right":263,"direction":19},"Metanoia",{"id":340,"data":341,"type":35,"maxContentLevel":19,"version":25,"reviews":344},"dd34d838-eca2-4548-8166-41b36df40fb8",{"type":35,"contentRole":25,"markdownContent":342,"audioMediaId":343},"A slightly more difficult to define rhetorical technique is that of the gimmick. **This is when a speaker attempts to become memorable simply by their plea toward absurdity**. Because what they are doing is so highly irregular, it will stick into people’s brains.\n\nFor example, when Sacha Baron Cohen was invited to give a commencement speech at Harvard University in 2004, he did so entirely in character as ‘Ali G.’ Moreover, he opened the speech by saying that university was a complete waste of money. Since this was so unusual, he was able to be remembered because of it.\n\n![Graph](image://b38da6ad-bd33-4f73-bd0b-9b931c4002fe \"A photograph of Sacha Baron Cohen's speech at Harvard University in 2004. Image: Public domain, via Wikimedia Commons\")","b58fb310-09fe-46b2-bdb1-80a1dbaf28f0",[345],{"id":256,"data":346,"type":58,"version":35,"maxContentLevel":19},{"type":58,"reviewType":19,"spacingBehaviour":35,"collapsingSiblings":347,"multiChoiceQuestion":348,"multiChoiceCorrect":350,"multiChoiceIncorrect":351,"multiChoiceMultiSelect":6,"multiChoiceRevealAnswerOption":6,"matchPairsQuestion":352,"matchPairsPairs":353},[252,255,257],[349],"Which of the following best describes a gimmick?",[264],[261,263,265],[109],[354],{"left":355,"right":264,"direction":19},"Gimmick",{"id":357,"data":358,"type":35,"maxContentLevel":19,"version":19,"reviews":361},"f1691ea5-2261-45f2-a6a2-e5ed89b516d6",{"type":35,"contentRole":25,"markdownContent":359,"audioMediaId":360},"However, it is important to note that **the gimmick is not always the correct feature for usage in a public speech**. Sometimes, gimmicks undermine the credibility of the presenter or the seriousness of your point. There is, therefore, always a difficult assessment to make about your audience and the context of your communication.\n\nOne gimmick that is particularly popular is that of the **concealed premise**. This occurs when, rather than outlining the purpose of a speech or piece of writing at its beginning, it is hidden and then revealed, like a magician pulling a rabbit out of a hat.\n\n![Graph](image://3b24d6e2-7c2e-47fe-bf48-e0f49e2990b5 \"Poster of a magician holding a rabbit and flowers. Image: Strobridge Litho. Co., Cincinnati & New York, Public domain, via Wikimedia Commons\")","d0432a21-a58a-4328-a71a-88db42dedc38",[362,373],{"id":257,"data":363,"type":58,"version":35,"maxContentLevel":19},{"type":58,"reviewType":19,"spacingBehaviour":35,"collapsingSiblings":364,"multiChoiceQuestion":365,"multiChoiceCorrect":367,"multiChoiceIncorrect":368,"multiChoiceMultiSelect":6,"multiChoiceRevealAnswerOption":6,"matchPairsQuestion":369,"matchPairsPairs":370},[252,255,256],[366],"Which of the following best describes a concealed premise?",[265],[261,263,264],[109],[371],{"left":372,"right":265,"direction":19},"Concealed premise",{"id":374,"data":375,"type":58,"version":35,"maxContentLevel":19},"519d2e05-9bc5-4c48-a3d8-c77347b70810",{"type":58,"reviewType":25,"spacingBehaviour":35,"binaryQuestion":376,"binaryCorrect":378,"binaryIncorrect":380},[377],"In rhetoric, what tends to be more memorable?",[379],"Irregular Behaviour",[381],"Expected Behaviour",{"id":383,"data":384,"type":35,"maxContentLevel":19,"version":19},"187da836-4248-47d6-aa23-aef5aa108f9d",{"type":35,"contentRole":25,"markdownContent":385,"audioMediaId":386},"One famous example of this occurred in Steve Jobs’ 2007 launch of the Apple iPhone, to which reporters were invited without being told its purpose. For the first three minutes of his presentation, he didn’t mention to the audience what device they were presenting. Instead, he told them that they were launching three different devices: a web browser, a communications device and a music player. However, after three minutes, Jobs revealed that these three devices were in fact a single device.\n\n![Graph](image://06c95d33-c041-4df6-9f04-348e3b8c2948 \"Steve Jobs launching the iPhone. Image: Ben Stanfield, CC BY-SA 2.0 \u003Chttps://creativecommons.org/licenses/by-sa/2.0>, via Wikimedia Commons\")\n\n**The shock of this moment allowed for his message to be singularly memorable**. As a result, the rhetoric he used in attempting to persuade people to buy an iPhone was even more effective. Even though he didn’t use repetition, which is the primary method of making a speech memorable, he was able to achieve his goal using a concealed premise.","a5bc3b58-4875-4da0-8373-9757b95744fe",[388,532,619,844],{"id":23,"data":24,"type":25,"version":19,"maxContentLevel":19,"summaryPage":27,"introPage":36,"pages":389},[390,431,469],{"id":45,"data":46,"type":35,"maxContentLevel":19,"version":19,"parsed":391},{"data":392,"body":395,"toc":429},{"title":393,"description":394},"","One thing that is really important when attempting to persuade someone of something is memorability. If you don’t make your argument memorable, your audience is going to struggle to attribute importance to it, particularly when they hear counter-arguments or alternative opinions. It is impossible to be fully persuaded of an idea if you can’t remember it.",{"type":396,"children":397},"root",[398,414,419],{"type":399,"tag":400,"props":401,"children":402},"element","p",{},[403,406,412],{"type":404,"value":405},"text","One thing that is really important when attempting to persuade someone of something is ",{"type":399,"tag":407,"props":408,"children":409},"strong",{},[410],{"type":404,"value":411},"memorability",{"type":404,"value":413},". If you don’t make your argument memorable, your audience is going to struggle to attribute importance to it, particularly when they hear counter-arguments or alternative opinions. It is impossible to be fully persuaded of an idea if you can’t remember it.",{"type":399,"tag":400,"props":415,"children":416},{},[417],{"type":404,"value":418},"Have you ever gotten an advertisement stuck in your head? Perhaps it is a jingle or something really unusual - like a dancing meerkat. The reason why advertising companies do that is because you will continue to think of their product. Even if you don’t need a pizza or car insurance, if Dominos’ or Geico is stuck in people’s heads, when you eventually do, they’ll be the first ones to come to mind.",{"type":399,"tag":400,"props":420,"children":421},{},[422],{"type":399,"tag":423,"props":424,"children":428},"img",{"alt":425,"src":426,"title":427},"Graph","image://e5804abd-4b71-4c53-b909-8ad0dadc8703","Dominos Pizza store. Image: EPIC, CC BY-SA 4.0 \u003Chttps://creativecommons.org/licenses/by-sa/4.0>, via Wikimedia Commons",[],{"title":393,"searchDepth":25,"depth":25,"links":430},[],{"id":50,"data":51,"type":35,"maxContentLevel":19,"version":19,"reviews":54,"parsed":432},{"data":433,"body":435,"toc":467},{"title":393,"description":434},"Although some of what we remember differs from person to person, there are also proven psychological methods for making something memorable. For example, the human brain is better geared to remembering things that have been reinforced several times.",{"type":396,"children":436},[437,449,454,459],{"type":399,"tag":400,"props":438,"children":439},{},[440,442,447],{"type":404,"value":441},"Although some of what we remember differs from person to person, ",{"type":399,"tag":407,"props":443,"children":444},{},[445],{"type":404,"value":446},"there are also proven psychological methods for making something memorable",{"type":404,"value":448},". For example, the human brain is better geared to remembering things that have been reinforced several times.",{"type":399,"tag":400,"props":450,"children":451},{},[452],{"type":404,"value":453},"Think back to some of the greatest speeches. Can you identify any instances where they have reiterated the same point repeatedly, either with the same or different phrasing?",{"type":399,"tag":400,"props":455,"children":456},{},[457],{"type":404,"value":458},"One example of this comes in Winston Churchill’s June 1940 speech to the House of Commons. In that speech, he repeatedly uses the phrase “we will fight them on.” The effect of this is that, when you finish listening to the speech, the message continues to ring in your ears. Even after you are no longer listening to Churchill’s speech, you are still being persuaded of wartime Britain’s desire to fight.",{"type":399,"tag":400,"props":460,"children":461},{},[462],{"type":399,"tag":423,"props":463,"children":466},{"alt":425,"src":464,"title":465},"image://41dddad7-74e3-45af-984d-9ed0a0c3872d","Portrait of Winston Churchill. Image: J. Russell and Sons, Public domain, via Wikimedia Commons",[],{"title":393,"searchDepth":25,"depth":25,"links":468},[],{"id":64,"data":65,"type":35,"maxContentLevel":19,"version":19,"parsed":470},{"data":471,"body":473,"toc":530},{"title":393,"description":472},"By using repetition, you are not just able to persuade people that you are right in the moment, you’re also able to keep persuading them even after you have finished speaking. In fact, Napoleon said that repetition was the most important element of rhetoric.",{"type":396,"children":474},[475,485,497,502,510],{"type":399,"tag":400,"props":476,"children":477},{},[478,483],{"type":399,"tag":407,"props":479,"children":480},{},[481],{"type":404,"value":482},"By using repetition, you are not just able to persuade people that you are right in the moment",{"type":404,"value":484},", you’re also able to keep persuading them even after you have finished speaking. In fact, Napoleon said that repetition was the most important element of rhetoric.",{"type":399,"tag":400,"props":486,"children":487},{},[488,490,495],{"type":404,"value":489},"However, memorability is not just an empirical concept: it has science behind it too. In 1977, psychologists from Villanova studied what is known as the ",{"type":399,"tag":407,"props":491,"children":492},{},[493],{"type":404,"value":494},"Illusory Truth Effect",{"type":404,"value":496}," which stated that, if you repeat something enough times, people will think it is true.",{"type":399,"tag":400,"props":498,"children":499},{},[500],{"type":404,"value":501},"In their experiment, they repeatedly showed statements to subjects, who were then asked whether or not they thought they were true. For example, they might have told people that Britain uses 20 million rolls of toilet paper a week. The more often individuals had been exposed to an idea, the more likely they were to believe it.",{"type":399,"tag":400,"props":503,"children":504},{},[505],{"type":399,"tag":423,"props":506,"children":509},{"alt":425,"src":507,"title":508},"image://a081b468-5bc5-412e-acef-c7429b20398b","Shelves filled with toilet paper. Image: Mwinog2777, CC BY-SA 4.0 \u003Chttps://creativecommons.org/licenses/by-sa/4.0>, via Wikimedia Commons",[],{"type":399,"tag":400,"props":511,"children":512},{},[513,515,520,522,528],{"type":404,"value":514},"Surprisingly, ",{"type":399,"tag":407,"props":516,"children":517},{},[518],{"type":404,"value":519},"this study has also since been proven with outlandish facts",{"type":404,"value":521},". In 2015, researchers in the ",{"type":399,"tag":523,"props":524,"children":525},"em",{},[526],{"type":404,"value":527},"Journal of Experimental Psychology",{"type":404,"value":529}," found that, after repetition, subjects would instinctively believe repeated statements that they knew to be false. For example, test subjects were told that “a sari is a plaid skirt worn by the Scots.” Even the subjects who were able to correctly state that saris are not traditionally from Scotland before the start of the test would believe that it was true after they’d heard it enough times.",{"title":393,"searchDepth":25,"depth":25,"links":531},[],{"id":69,"data":70,"type":25,"version":20,"maxContentLevel":19,"summaryPage":72,"introPage":80,"pages":533},[534,559,589],{"id":88,"data":89,"type":35,"maxContentLevel":19,"version":19,"reviews":92,"parsed":535},{"data":536,"body":538,"toc":557},{"title":393,"description":537},"There are different ways of repeating content. One key way of repeating an idea is through the tricolon. A tricolon is when you are using a list of exactly 3 elements to express your point - statistical analysis suggests that the human mind chunks lists into groups of 3. In giving advice to his son, the US President, Franklin Delano Roosevelt, famously said “be brief, be sincere, be seated.” Here the grouping of ideas into 3 makes them memorable in relation to each other.",{"type":396,"children":539},[540,544,552],{"type":399,"tag":400,"props":541,"children":542},{},[543],{"type":404,"value":537},{"type":399,"tag":400,"props":545,"children":546},{},[547],{"type":399,"tag":423,"props":548,"children":551},{"alt":425,"src":549,"title":550},"image://03bb4b46-66fd-4063-88a9-ae59d4484017","Franklin Delano Roosevelt. Pharaoh Hound, CC BY-SA 3.0 \u003Chttp://creativecommons.org/licenses/by-sa/3.0/>, via Wikimedia Commons",[],{"type":399,"tag":400,"props":553,"children":554},{},[555],{"type":404,"value":556},"Similarly, Julius Caesar famously said 'veni, vidi, vici' (“I came, I saw, I conquered”) in a letter back to the Roman Senate. The purpose of this tricolon was to definitively cement Caesar’s reputation as a successful military general. By getting people to remember his singularity of purpose, he was able to reinforce his political status. When trying to persuade someone of something, attempt to point ideas into threes.",{"title":393,"searchDepth":25,"depth":25,"links":558},[],{"id":132,"data":133,"type":35,"maxContentLevel":19,"version":19,"reviews":136,"parsed":560},{"data":561,"body":563,"toc":587},{"title":393,"description":562},"Another rhetorical technique that can aid memorability is anaphora. This involves repetition, always at the beginning of multiple clauses in a row, and is effective because it creates a rhythmic impact when read aloud, which leads to it becoming more effectively stuck in the part of your brain that responds to rhythm.",{"type":396,"children":564},[565,569,574,582],{"type":399,"tag":400,"props":566,"children":567},{},[568],{"type":404,"value":562},{"type":399,"tag":400,"props":570,"children":571},{},[572],{"type":404,"value":573},"One great example of anaphora in action is Martin Luther King’s ‘I have a dream’ speech. Amidst a background of hostility toward the civil rights movement, King’s speech managed to turn civil rights from an issue of fear to one of hope.",{"type":399,"tag":400,"props":575,"children":576},{},[577],{"type":399,"tag":423,"props":578,"children":581},{"alt":425,"src":579,"title":580},"image://e13ac126-383d-431a-b42e-10382f8bd400","Martin Luther King Jr after delivering his speech. Image: National Park Service, CC BY 2.0 \u003Chttps://creativecommons.org/licenses/by/2.0>, via Wikimedia Commons",[],{"type":399,"tag":400,"props":583,"children":584},{},[585],{"type":404,"value":586},"In that speech, the repetition of “I have a dream” at the start of each sentence allows him to push home to his audience that his core idea is one of hope because the word ‘dream’ draws connotations of optimism and idealism. In addition, the fact that the sentence simply begins with the phrase rather than being encompassed entirely by it allows him to refine and modify his dream. Through anaphora, King is able to paint a compelling picture.",{"title":393,"searchDepth":25,"depth":25,"links":588},[],{"id":158,"data":159,"type":35,"maxContentLevel":19,"version":20,"reviews":162,"parsed":590},{"data":591,"body":593,"toc":617},{"title":393,"description":592},"Another key technique used to make things memorable is antimetabole. This is the repetition of a word or phrase but with an inverted order. This often creates a direct contrast between an unfavorable option and its antithesis, which is more favorable. One example of this comes from the 3 musketeers, who have the motto “all for one, and one for all.”",{"type":396,"children":594},[595,599,604,612],{"type":399,"tag":400,"props":596,"children":597},{},[598],{"type":404,"value":592},{"type":399,"tag":400,"props":600,"children":601},{},[602],{"type":404,"value":603},"Here, the inversion demonstratively shows that this is a 2-way relationship. Rather than just giving to each other, the musketeers also receive. Similarly, St. Francis of Assisi, who was a prominent Christian orator, said that “it is in giving that we receive, in pardoning that we are pardoned.” In using antimetabole, St. Francis is showing the 2-directional nature of his transaction.",{"type":399,"tag":400,"props":605,"children":606},{},[607],{"type":399,"tag":423,"props":608,"children":611},{"alt":425,"src":609,"title":610},"image://4311b06d-85ba-4624-ba15-654aacbf0be3","Francis of Assisi. Image: Philip Fruytiers, Public domain, via Wikimedia Commons",[],{"type":399,"tag":400,"props":613,"children":614},{},[615],{"type":404,"value":616},"A more recent example of antimetabole as an appendage of rhetoric comes from the inauguration of President Biden. He said “we’ll lead not merely by the example of our power, but by the power of our example.” Unlike the above examples, this is not simply transactional. It teases the expected trope, but instead then pulls it away to reveal a better alternative.",{"title":393,"searchDepth":25,"depth":25,"links":618},[],{"id":181,"data":182,"type":25,"version":20,"maxContentLevel":19,"summaryPage":184,"introPage":192,"pages":620},[621,646,699,751,804],{"id":200,"data":201,"type":35,"maxContentLevel":19,"version":20,"reviews":204,"parsed":622},{"data":623,"body":625,"toc":644},{"title":393,"description":624},"While antimetabole occurs when you end a phrase with the opposite of what you started it with, epanalepsis is when you finish a passage with the same phrase as you started. This allows for you to repeat it, but also for that to appear as the foregrounded message.",{"type":396,"children":626},[627,639],{"type":399,"tag":400,"props":628,"children":629},{},[630,632,637],{"type":404,"value":631},"While antimetabole occurs when you end a phrase with the opposite of what you started it with, ",{"type":399,"tag":407,"props":633,"children":634},{},[635],{"type":404,"value":636},"epanalepsis is when you finish a passage with the same phrase as you started",{"type":404,"value":638},". This allows for you to repeat it, but also for that to appear as the foregrounded message.",{"type":399,"tag":400,"props":640,"children":641},{},[642],{"type":404,"value":643},"Think back to any time you’ve read an article. Did it begin with an introduction and end with a conclusion? The reason it does this is so it can put the main message, the most important content, in the foreground. Epanalepsis does this, but on a much smaller scale.",{"title":393,"searchDepth":25,"depth":25,"links":645},[],{"id":226,"data":227,"type":35,"maxContentLevel":19,"version":19,"parsed":647},{"data":648,"body":650,"toc":697},{"title":393,"description":649},"One example of epinalepsis comes in the traditional monarchical coronation rites. When the monarch dies, the pronouncement is typically ‘The King is dead. Long live the King.’ Here, the repetition of the phrase ‘the King’ serves to exemplify the continuity that exists.",{"type":396,"children":651},[652,671,689],{"type":399,"tag":400,"props":653,"children":654},{},[655,657,662,664,669],{"type":404,"value":656},"One example of epinalepsis comes in the traditional monarchical coronation rites. When the monarch dies, the pronouncement is typically ‘",{"type":399,"tag":407,"props":658,"children":659},{},[660],{"type":404,"value":661},"The King",{"type":404,"value":663}," is dead. Long live ",{"type":399,"tag":407,"props":665,"children":666},{},[667],{"type":404,"value":668},"the King",{"type":404,"value":670},".’ Here, the repetition of the phrase ‘the King’ serves to exemplify the continuity that exists.",{"type":399,"tag":400,"props":672,"children":673},{},[674,676,681,683,687],{"type":404,"value":675},"Another way in which epanalepsis can be used is to emphasize the meaning of a phrase. For example, the activist Ralph Nader famously stated that “a ",{"type":399,"tag":407,"props":677,"children":678},{},[679],{"type":404,"value":680},"minimum wage",{"type":404,"value":682}," that is not a livable wage can never be a ",{"type":399,"tag":407,"props":684,"children":685},{},[686],{"type":404,"value":680},{"type":404,"value":688},".”",{"type":399,"tag":400,"props":690,"children":691},{},[692],{"type":399,"tag":423,"props":693,"children":696},{"alt":425,"src":694,"title":695},"image://50eb7734-69c3-45e7-8c8f-f30f8092d677","A photograph of the activist Ralph Nader. Image: https://www.flickr.com/photos/wickenden/ Don LaVange, CC BY-SA 2.0 \u003Chttps://creativecommons.org/licenses/by-sa/2.0>, via Wikimedia Commons",[],{"title":393,"searchDepth":25,"depth":25,"links":698},[],{"id":231,"data":232,"type":35,"maxContentLevel":19,"version":19,"reviews":235,"parsed":700},{"data":701,"body":703,"toc":749},{"title":393,"description":702},"Another rhetorical technique that can be used is epistrophe. This is when the same phrase is repeated, but it is always used at the end of the clause. This is effective because it shows an inevitability to the sentence.",{"type":396,"children":704},[705,717,725],{"type":399,"tag":400,"props":706,"children":707},{},[708,710,715],{"type":404,"value":709},"Another rhetorical technique that can be used is ",{"type":399,"tag":407,"props":711,"children":712},{},[713],{"type":404,"value":714},"epistrophe",{"type":404,"value":716},". This is when the same phrase is repeated, but it is always used at the end of the clause. This is effective because it shows an inevitability to the sentence.",{"type":399,"tag":400,"props":718,"children":719},{},[720],{"type":399,"tag":423,"props":721,"children":724},{"alt":425,"src":722,"title":723},"image://d68e9a94-ab57-4212-ae11-ea6af05e9bc3","Robert F. Kennedy (left) and President Lyndon B. Johnson (right). Image: Yoichi Okamoto, Public domain, via Wikimedia Commons",[],{"type":399,"tag":400,"props":726,"children":727},{},[728,730,735,737,741,743,747],{"type":404,"value":729},"One example of this comes in a speech from the American President Lyndon B Johnson. He said that “there is no Southern ",{"type":399,"tag":407,"props":731,"children":732},{},[733],{"type":404,"value":734},"problem",{"type":404,"value":736},". There is no Northern ",{"type":399,"tag":407,"props":738,"children":739},{},[740],{"type":404,"value":734},{"type":404,"value":742},". There is only an American ",{"type":399,"tag":407,"props":744,"children":745},{},[746],{"type":404,"value":734},{"type":404,"value":748},".” Here, the repetition of the word ‘problem’ at the end of each sentence shows it to be an inevitable product of the words before it. In doing so, he is pushing for unity by stating that it is impossible to blame any one group for its foundation.",{"title":393,"searchDepth":25,"depth":25,"links":750},[],{"id":246,"data":247,"type":35,"maxContentLevel":19,"version":19,"reviews":250,"parsed":752},{"data":753,"body":755,"toc":802},{"title":393,"description":754},"Similarly, in a speech campaigning for an end to the apartheid in South Africa, Nelson Mandela states that “the time for the healing of the wounds has come. The moment to bridge the chasms that divide us has come.” Here, the repetition of the phrase ‘has come’ shows that change is inevitable and, therefore, should not be resisted.",{"type":396,"children":756},[757,775,783],{"type":399,"tag":400,"props":758,"children":759},{},[760,762,767,769,773],{"type":404,"value":761},"Similarly, in a speech campaigning for an end to the apartheid in South Africa, Nelson Mandela states that “the time for the healing of the wounds ",{"type":399,"tag":407,"props":763,"children":764},{},[765],{"type":404,"value":766},"has come",{"type":404,"value":768},". The moment to bridge the chasms that divide us ",{"type":399,"tag":407,"props":770,"children":771},{},[772],{"type":404,"value":766},{"type":404,"value":774},".” Here, the repetition of the phrase ‘has come’ shows that change is inevitable and, therefore, should not be resisted.",{"type":399,"tag":400,"props":776,"children":777},{},[778],{"type":399,"tag":423,"props":779,"children":782},{"alt":425,"src":780,"title":781},"image://5a188491-9b5f-428c-8050-30b16a5ef101","Nelson Mandela. Image: Library of the London School of Economics and Political Science, No restrictions, via Wikimedia Commons",[],{"type":399,"tag":400,"props":784,"children":785},{},[786,788,793,795,800],{"type":404,"value":787},"Epizeuxis is perhaps the most obvious example of rhetorical usage. This is when ",{"type":399,"tag":407,"props":789,"children":790},{},[791],{"type":404,"value":792},"a word or phrase is repeated in direct succession",{"type":404,"value":794},". The impact of this is that, ",{"type":399,"tag":407,"props":796,"children":797},{},[798],{"type":404,"value":799},"even if an audience member is distracted in their listening or reading, it is impossible to miss",{"type":404,"value":801}," because it is so unusual.",{"title":393,"searchDepth":25,"depth":25,"links":803},[],{"id":270,"data":271,"type":35,"maxContentLevel":19,"version":19,"parsed":805},{"data":806,"body":808,"toc":842},{"title":393,"description":807},"One example of epizeuxis comes from the British Prime Minister Tony Blair, who stated that “our top priority was, is, and always will be education, education, education.” This draws attention unequivocally and attempts to show that Blair’s focus is undivided.",{"type":396,"children":809},[810,822,830],{"type":399,"tag":400,"props":811,"children":812},{},[813,815,820],{"type":404,"value":814},"One example of epizeuxis comes from the British Prime Minister Tony Blair, who stated that “our top priority was, is, and always will be ",{"type":399,"tag":407,"props":816,"children":817},{},[818],{"type":404,"value":819},"education, education, education",{"type":404,"value":821},".” This draws attention unequivocally and attempts to show that Blair’s focus is undivided.",{"type":399,"tag":400,"props":823,"children":824},{},[825],{"type":399,"tag":423,"props":826,"children":829},{"alt":425,"src":827,"title":828},"image://25048676-8f01-4d99-b643-f476e5056715","A photograph of former British Prime Minister Tony Blair, during another speech on the importance of education. Image: Center for American Progress, CC BY-ND 2.0 via Flickr, https://creativecommons.org/licenses/by-nd/2.0/",[],{"type":399,"tag":400,"props":831,"children":832},{},[833,835,840],{"type":404,"value":834},"Another example of this comes from the real estate industry. As early as 1926, real estate agents said that the top priority when buying a house was ‘",{"type":399,"tag":407,"props":836,"children":837},{},[838],{"type":404,"value":839},"location, location, location",{"type":404,"value":841},".’ This serves to get that key concept stuck in the minds of the buyers so that they attach importance to it.",{"title":393,"searchDepth":25,"depth":25,"links":843},[],{"id":275,"data":276,"type":25,"version":19,"maxContentLevel":19,"summaryPage":278,"introPage":286,"pages":845},[846,891,976,1011,1044,1084],{"id":294,"data":295,"type":35,"maxContentLevel":19,"version":19,"reviews":298,"parsed":847},{"data":848,"body":850,"toc":889},{"title":393,"description":849},"Although it is the repetition of a grammatical feature rather than a single word, concept or idea, repetition can also appear through lists. There are 2 types of list that we are going to look at as rhetorical features: asyndetic lists and polysyndetic lists.",{"type":396,"children":851},[852,871,876,884],{"type":399,"tag":400,"props":853,"children":854},{},[855,857,862,864,869],{"type":404,"value":856},"Although it is the repetition of a grammatical feature rather than a single word, concept or idea, ",{"type":399,"tag":407,"props":858,"children":859},{},[860],{"type":404,"value":861},"repetition can also appear through lists",{"type":404,"value":863},". There are 2 types of list that we are going to look at as rhetorical features: ",{"type":399,"tag":407,"props":865,"children":866},{},[867],{"type":404,"value":868},"asyndetic lists and polysyndetic lists",{"type":404,"value":870},".",{"type":399,"tag":400,"props":872,"children":873},{},[874],{"type":404,"value":875},"Asyndeton is when you remove the final ‘and’ from a list so that each individual element, including the last one, is simply separated by commas.",{"type":399,"tag":400,"props":877,"children":878},{},[879],{"type":399,"tag":423,"props":880,"children":883},{"alt":425,"src":881,"title":882},"image://1af8fa2e-9b41-4cb7-863c-7d5afade8ef3","American President, Dwight D. Eisenhower. Image: White House, Public domain, via Wikimedia Commons",[],{"type":399,"tag":400,"props":885,"children":886},{},[887],{"type":404,"value":888},"One example of this comes from the American President Dwight D Eisenhower. In his speech criticizing the Military-Industrial complex, he referenced “every gun that is made, every warship launched, every rocket fired.” Here, the impact of using an asyndetic list is that it makes it seem like there is no final weapon, making it seem endless.",{"title":393,"searchDepth":25,"depth":25,"links":890},[],{"id":308,"data":309,"type":35,"maxContentLevel":19,"version":19,"reviews":312,"parsed":892},{"data":893,"body":895,"toc":974},{"title":393,"description":894},"The other type of list that can be used is a polysyndetic list. This is when each individual element of a list is separated by an ‘and’ in order to make the list seem longer than it is.",{"type":396,"children":896},[897,916,961,969],{"type":399,"tag":400,"props":898,"children":899},{},[900,902,907,909,914],{"type":404,"value":901},"The other type of list that can be used is a ",{"type":399,"tag":407,"props":903,"children":904},{},[905],{"type":404,"value":906},"polysyndetic list",{"type":404,"value":908},". This is when ",{"type":399,"tag":407,"props":910,"children":911},{},[912],{"type":404,"value":913},"each individual element of a list is separated by an ‘and’",{"type":404,"value":915}," in order to make the list seem longer than it is.",{"type":399,"tag":400,"props":917,"children":918},{},[919,921,926,928,932,934,938,940,945,947,952,954,959],{"type":404,"value":920},"One example of this comes from the American author William F Buckley, who wrote that “in the years gone by, there was in every community men and women who spoke the language of duty ",{"type":399,"tag":407,"props":922,"children":923},{},[924],{"type":404,"value":925},"and",{"type":404,"value":927}," morality ",{"type":399,"tag":407,"props":929,"children":930},{},[931],{"type":404,"value":925},{"type":404,"value":933}," loyalty ",{"type":399,"tag":407,"props":935,"children":936},{},[937],{"type":404,"value":925},{"type":404,"value":939}," obligation.” Here, the impact of the polysyndeton is that ",{"type":399,"tag":407,"props":941,"children":942},{},[943],{"type":404,"value":944},"it truncates the rhythm",{"type":404,"value":946}," when reading the sentence, ",{"type":399,"tag":407,"props":948,"children":949},{},[950],{"type":404,"value":951},"making an audible reader breathless or a visual reader tired",{"type":404,"value":953},". As a result, ",{"type":399,"tag":407,"props":955,"children":956},{},[957],{"type":404,"value":958},"the list appears longer",{"type":404,"value":960}," than it actually is.",{"type":399,"tag":400,"props":962,"children":963},{},[964],{"type":399,"tag":423,"props":965,"children":968},{"alt":425,"src":966,"title":967},"image://fb3799cf-5d20-45bf-99ac-bbd0acaefded","William F. Buckley, Jr. Image: SPC 5 Bert Goulait, US Military, Public domain, via Wikimedia Commons",[],{"type":399,"tag":400,"props":970,"children":971},{},[972],{"type":404,"value":973},"A common use of this technique is to make lists of reasons for supporting an idea or belief longer than it actually is.",{"title":393,"searchDepth":25,"depth":25,"links":975},[],{"id":323,"data":324,"type":35,"maxContentLevel":19,"version":19,"reviews":327,"parsed":977},{"data":978,"body":980,"toc":1009},{"title":393,"description":979},"Have you ever heard someone slip up in a speech and then correct themselves? Have you ever considered that they might have done it on purpose?",{"type":396,"children":981},[982,986,991,999],{"type":399,"tag":400,"props":983,"children":984},{},[985],{"type":404,"value":979},{"type":399,"tag":400,"props":987,"children":988},{},[989],{"type":404,"value":990},"Sometimes, when giving speeches, someone might correct themselves. This is because they want to plant an idea in your head and then surplant it. For example, if the CEO of a banana growing company told you that they were the greatest farmers in the world, you might think that it’s pretty cool. However, if he says “we’re the greatest farmers in Brazil, nay, the world,” it seems even more impressive because he’s given you something to compare it to. The world is made to seem bigger by the fact that Brazil was the initial expectation set in your mind.",{"type":399,"tag":400,"props":992,"children":993},{},[994],{"type":399,"tag":423,"props":995,"children":998},{"alt":425,"src":996,"title":997},"image://7f4194d4-6383-49e1-be7d-71ce3ceca1d3","Banana farm in Brazil. Image: ABHIJEET, CC BY-SA 3.0 \u003Chttps://creativecommons.org/licenses/by-sa/3.0>, via Wikimedia Commons",[],{"type":399,"tag":400,"props":1000,"children":1001},{},[1002,1007],{"type":399,"tag":407,"props":1003,"children":1004},{},[1005],{"type":404,"value":1006},"This technique is called metanoia",{"type":404,"value":1008},", and it can be a powerful way of showing things to be big or important.",{"title":393,"searchDepth":25,"depth":25,"links":1010},[],{"id":340,"data":341,"type":35,"maxContentLevel":19,"version":25,"reviews":344,"parsed":1012},{"data":1013,"body":1015,"toc":1042},{"title":393,"description":1014},"A slightly more difficult to define rhetorical technique is that of the gimmick. This is when a speaker attempts to become memorable simply by their plea toward absurdity. Because what they are doing is so highly irregular, it will stick into people’s brains.",{"type":396,"children":1016},[1017,1029,1034],{"type":399,"tag":400,"props":1018,"children":1019},{},[1020,1022,1027],{"type":404,"value":1021},"A slightly more difficult to define rhetorical technique is that of the gimmick. ",{"type":399,"tag":407,"props":1023,"children":1024},{},[1025],{"type":404,"value":1026},"This is when a speaker attempts to become memorable simply by their plea toward absurdity",{"type":404,"value":1028},". Because what they are doing is so highly irregular, it will stick into people’s brains.",{"type":399,"tag":400,"props":1030,"children":1031},{},[1032],{"type":404,"value":1033},"For example, when Sacha Baron Cohen was invited to give a commencement speech at Harvard University in 2004, he did so entirely in character as ‘Ali G.’ Moreover, he opened the speech by saying that university was a complete waste of money. Since this was so unusual, he was able to be remembered because of it.",{"type":399,"tag":400,"props":1035,"children":1036},{},[1037],{"type":399,"tag":423,"props":1038,"children":1041},{"alt":425,"src":1039,"title":1040},"image://b38da6ad-bd33-4f73-bd0b-9b931c4002fe","A photograph of Sacha Baron Cohen's speech at Harvard University in 2004. Image: Public domain, via Wikimedia Commons",[],{"title":393,"searchDepth":25,"depth":25,"links":1043},[],{"id":357,"data":358,"type":35,"maxContentLevel":19,"version":19,"reviews":361,"parsed":1045},{"data":1046,"body":1048,"toc":1082},{"title":393,"description":1047},"However, it is important to note that the gimmick is not always the correct feature for usage in a public speech. Sometimes, gimmicks undermine the credibility of the presenter or the seriousness of your point. There is, therefore, always a difficult assessment to make about your audience and the context of your communication.",{"type":396,"children":1049},[1050,1062,1074],{"type":399,"tag":400,"props":1051,"children":1052},{},[1053,1055,1060],{"type":404,"value":1054},"However, it is important to note that ",{"type":399,"tag":407,"props":1056,"children":1057},{},[1058],{"type":404,"value":1059},"the gimmick is not always the correct feature for usage in a public speech",{"type":404,"value":1061},". Sometimes, gimmicks undermine the credibility of the presenter or the seriousness of your point. There is, therefore, always a difficult assessment to make about your audience and the context of your communication.",{"type":399,"tag":400,"props":1063,"children":1064},{},[1065,1067,1072],{"type":404,"value":1066},"One gimmick that is particularly popular is that of the ",{"type":399,"tag":407,"props":1068,"children":1069},{},[1070],{"type":404,"value":1071},"concealed premise",{"type":404,"value":1073},". This occurs when, rather than outlining the purpose of a speech or piece of writing at its beginning, it is hidden and then revealed, like a magician pulling a rabbit out of a hat.",{"type":399,"tag":400,"props":1075,"children":1076},{},[1077],{"type":399,"tag":423,"props":1078,"children":1081},{"alt":425,"src":1079,"title":1080},"image://3b24d6e2-7c2e-47fe-bf48-e0f49e2990b5","Poster of a magician holding a rabbit and flowers. Image: Strobridge Litho. Co., Cincinnati & New York, Public domain, via Wikimedia Commons",[],{"title":393,"searchDepth":25,"depth":25,"links":1083},[],{"id":383,"data":384,"type":35,"maxContentLevel":19,"version":19,"parsed":1085},{"data":1086,"body":1088,"toc":1112},{"title":393,"description":1087},"One famous example of this occurred in Steve Jobs’ 2007 launch of the Apple iPhone, to which reporters were invited without being told its purpose. For the first three minutes of his presentation, he didn’t mention to the audience what device they were presenting. Instead, he told them that they were launching three different devices: a web browser, a communications device and a music player. However, after three minutes, Jobs revealed that these three devices were in fact a single device.",{"type":396,"children":1089},[1090,1094,1102],{"type":399,"tag":400,"props":1091,"children":1092},{},[1093],{"type":404,"value":1087},{"type":399,"tag":400,"props":1095,"children":1096},{},[1097],{"type":399,"tag":423,"props":1098,"children":1101},{"alt":425,"src":1099,"title":1100},"image://06c95d33-c041-4df6-9f04-348e3b8c2948","Steve Jobs launching the iPhone. Image: Ben Stanfield, CC BY-SA 2.0 \u003Chttps://creativecommons.org/licenses/by-sa/2.0>, via Wikimedia Commons",[],{"type":399,"tag":400,"props":1103,"children":1104},{},[1105,1110],{"type":399,"tag":407,"props":1106,"children":1107},{},[1108],{"type":404,"value":1109},"The shock of this moment allowed for his message to be singularly memorable",{"type":404,"value":1111},". As a result, the rhetoric he used in attempting to persuade people to buy an iPhone was even more effective. Even though he didn’t use repetition, which is the primary method of making a speech memorable, he was able to achieve his goal using a concealed premise.",{"title":393,"searchDepth":25,"depth":25,"links":1113},[],{"left":4,"top":4,"width":1115,"height":1115,"rotate":4,"vFlip":6,"hFlip":6,"body":1116},24,"\u003Cpath fill=\"none\" stroke=\"currentColor\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"2\" d=\"m9 18l6-6l-6-6\"/>",{"left":4,"top":4,"width":1115,"height":1115,"rotate":4,"vFlip":6,"hFlip":6,"body":1118},"\u003Cpath fill=\"none\" stroke=\"currentColor\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"2\" d=\"M4 5h16M4 12h16M4 19h16\"/>",1778228270545]