1. ALLITERATION EXAMPLE: Dirty deeds done dirt cheap - Repeating and playing upon the same letter - PURPOSE: Adds emphasis and reinforces meaning. Often used to create a highly emotive image.

2. ANECDOTE EXAMPLE: In my experience... When I was young... Many years ago... I was at the game... - A short recount/story of an interesting or entertaining incident - PURPOSE: Usually makes the reader sympathetic and more receptive to the point. Can be used to establish credibility. Positions the reader to accept/reject a character or idea.

3. ALLUSIONS EXAMPLE: Climate change is the Cold War of our era - Direct or implied references to historical or social events, literature - PURPOSE: Makes positive or negative connections to wider issues or events which support the main contention of the writer.

4. CONNOTATIONS EXAMPLE: Technology is poisoning the minds of young people. - Associated meanings attached to words - PURPOSE: Suggests or influences the reader to respond in certain ways, often subconsciously. Implied meanings need to be identified.

5. ATTACKS EXAMPLE: This failing, uncaring Premier has once again shown his contempt for blue-collar workers. - Strong belittling, denigrating or insulting of an opponent or opposing point of view - PURPOSE: Works by forceful assertion through appropriate language and insistent claims that are not usually supported with evidence.

6. PRAISE EXAMPLE: This connected, hard-working Premier has once again delivered on his promises. - Strong support, exalting of a person or idea - PURPOSE: Works by forceful assertion through appropriate language and insistent claims that are not usually supported with evidence.

7. CLICHES EXAMPLE: Draw a line in the sand No strings attached - Worn out, overused expressions - PURPOSE: Are familiar, often colloquial, so can offer a shortcut to convey meaning.

8. EMOTIVE LANGUAGE EXAMPLE: Police blitz on car crime leaves thieves in city frenzy - Words that are heightened, vivid, lively, full of interest - PURPOSE: Also known as FIGURATIVE LANGUAGE, it produces a picture and/ or induces an emotion. Engages the reader by gaining attention and often puts a new slant on familiar events or issues.

9. EXAGGERATION EXAMPLE: I died from embarrassment. - Overstatement that intensifies an idea - PURPOSE: Makes a point dramatically to reinforce it. Can arouse extreme emotional responses. Often used in sport and in headlines.

10. CONTENTION EXAMPLE: Technology has turned the more traditional image of the bully waiting at the school gates on its head. Now a 24-hour, wireless, faceless version 2.0 of the school bully hides behind text messages, MySpace, Youtube and social networking sites. - The main argument of a text - PURPOSE: The contention pinpoints the issue and the writer’s point of view on it.

11. EMOTIONAL APPEALS EXAMPLE: *Sense of Justice*Family Values*Patriotism *Moral Values*Tradition/Custom*Technology - Subtle plays on people’s emotions such as fear, insecurity, hope, desire and things that are valued - PURPOSE: Can manipulate reader to take notice of issues by triggering an emotional response.

12. EVIDENCE EXAMPLE: Over 53% of young mothers suffer from depression. - Information, facts, statistics, data, surveys or expert opinion - PURPOSE: Adds credibility to the argument. Appears to be irrefutable and objective.

13. GENERALISATION EXAMPLE: Australian children see too much violence on television. - Statement that infers that whatever is being asserted is true for everyone or the majority - PURPOSE: Often sounds authoritative and plays on social views, prejudices and stereotypes.

14. INCLUSIVE LANGUAGE EXAMPLE: We all know that... Australians have been let down. - Includes the reader or audience in the argument - PURPOSE: Engages the reader and suggests they are in agreement with the writer.

15. LOADED LANGUAGE EXAMPLE: Egotistical Capitalists are running this country into the ground. - Words that are loaded with association, often labels or titles - PURPOSE: This is a quick way of belittling or discrediting someone by suggesting ‘association with undesirables’.

16. METAPHOR EXAMPLE: Time is the subtle thief of youth - A comparison that describes everything in terms of another without using ‘like’ or ‘as’ - PURPOSE: Image created generates interest and reinforces a point or idea.

17. PUN EXAMPLE: ‘Lord of the Lies’ - a headline to describe a British Lord who lied while on the Witness stand. - A play on words to suggest different meanings - PURPOSE: Creates humour and engages the mind of the reader. Usually used in Headlines to grab attention and imagination.

18. REASON & LOGIC - The use of an argument developed logically and with evidence - PURPOSE: Often takes into account the opposing viewpoint to help establish the strength of one side. Language can still be highly persuasive, reinforcing reason.

19. REPETITION - Words, phrases, sentence patters or ideas repeated in close succession - PURPOSE: Gives emphasis and reinforcement to a point or idea. Becomes memorable for the reader. EXAMPLE: Never, never, never again will he be trusted.

20. RHETORICAL QUESTIONS - Questions that have the answer embedded within them - PURPOSE: Powerful device to manipulate the reader to agree because assumes the answer is obvious. Dismissal suggests ignorance. EXAMPLE: Are we going to accept these third world hospital conditions in our own country?

21. SIMILE - One thing is likened to another using ‘like’ or ‘as’ - PURPOSE: Clarifies and enhances an idea or situation. EXAMPLE: He was like a machine.

22. TONE - Refers to the ‘voice’ of the writer and identifies their attitude towards the issue - PURPOSE: Often informs the language choices made. Changes of tone are important as they can signal a new direction, a shift in attitude or feelings that affect the reader. EXAMPLE: Who do you think I am? Your slave?

23. COLLOQUIAL LANGUAGE - Informal, casual or slang terms familiar to a particular group or culture - PURPOSE: A more casual approach that the reader is able to identify with quickly. Can include positive or negative connotations that add to the point being made. EXAMPLE: Drunken thugs are invading our streets.