1. wordplay Then you should say what you mean, the March Hare went on. I do, Alice hastily replied: at least- I mean what I say- that’s the same thing you know. Not the same thing a bit said the hatter, why you might just as well say that I see what I eat is the same thing as I eat what I see. You might just as well say, added the March Hare, that I like what I get is the same as, I get what I like…… Alice in wonderland ; the conversation at the mad hatter’s tea party. Alice in wonderland ; the conversation at the mad hatter’s tea party.

2. use of striking images in the form of metaphors or similes. For example: in the form of metaphors or similes. For example:  "an iron curtain" (Winston Churchill, 1946),  "a paper tiger" (Mao Zedong, 1946) ,"the axis of evil" (George Bush, 2002)

3. metaphors  We are prisoners of our own metaphors, metaphorically speaking... — R. Buckminster Fuller  An engineer is looking for a way to hold together a multi-part machine in a high- vibration environment. He takes the metaphor of shivering with cold and comes up with ideas for encasing the system in a flexible jacket.

5. euphenisms Takes the sting out of words by making them palatable  In world war II, soldiers had “shell shock” which later became combat fatigue which later became combat fatigue which during the vietnam war became post – tramautic stress order and has no mention of war whatsoever which during the vietnam war became post – tramautic stress order and has no mention of war whatsoever  After world trade center french fries were “freedom fries”

6. contrasts  "Politics is war without bloodshed, while war is politics with bloodshed" (Mao Zedong, lecture, 1938) or  "Never in the field of human conflict was so much owed by so many to so few" (Winston Churchill, House of Commons, 1940)

7. Atithesis  "Ask not what your country can do for you; ask what you can do for your country" (John F Kennedy, inaugural address, 1961)  "Injustice anywhere is a threat to justice everywhere" (Martin Luther King, letter from jail, 1963).  One small step for man, one giant step for mankind  Let us never negotiate out of fear, but let us never fear to negotiate

8. Stylized repitition Lincoln’s gettysburg speech  Repition of the same phrase at the end of successive phrases. Government of the people, by the people,for the people Government of the people, by the people,for the people  Parallel like endings or beginnings are called antistophe or epistrophe in rhetoric  With malice toward none, With charity for all, with firmness in the right

9. alliteration Repetition of the same sound beginning several words in sequence  Let us go forth to lead the land we love. J. F. Kennedy, Inaugural  *Viri validis cum viribus luctant. Ennius

10. chiasmus  Two corresponding pairs arranged not in parallels (a-b-a-b) but in inverted order (a- b-b-a); from shape of the Greek letter chi (X).  *Those gallant men will remain often in my thoughts and in my prayers always. MacArthur  *Renown'd for conquest, and in council skill'd. Addison et pacis ornamenta et subsidia belli. Cicero, Pro lege Manilia

11. MetonymyMetonymy: Metonymy Substitution of one word for another which it suggests.  *He is a man of the cloth.  *The pen is mightier than the sword.  *By the sweat of thy brow thou shalt eat thy bread.

12. alliteration  "broadband Britain",  "the digital divide",  "silver surfers".  Some sentences: "The ballot is stronger than the bullet" (Abraham Lincoln, 1856) or"The ballot is stronger than the bullet" (Abraham Lincoln, 1856) or "Now let us fulfil our mandate and our mission" (Gordon Brown, Labour Party Conference 2002) or"Now let us fulfil our mandate and our mission" (Gordon Brown, Labour Party Conference 2002) or "At our best when at our boldest" (Tony Blair, Labour Party Conference 2002)."At our best when at our boldest" (Tony Blair, Labour Party Conference 2002).

13. rhyme  Consider the use of rhyme. For example: "We will fight to show that we are right".