• A direct address is used when a writer relays a message directly toward an individual or a group of people. The second person pronoun "you" is often used to directly address the reader.

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Smokey the Bear: Only You Can Prevent Wildfires

Direct addresses can help make an argument more persuasive because they connect the reader directly to the topic being discussed. In the example above, readers are made to feel that they have a direct impact on wildfires.

• A rhetorical question is asked to make a point or for dramatic effect rather than to find an answer. In fact, no answer is expected or needed.

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Can anyone see the aftermath of a natural disaster and not feel empathy for the survivors? Natural disasters are terrible occurrences outside of people's controls, and they often cause the most damage and devastation. The damage to property is only the tip of the iceberg. People in hurricanes, tornadoes, and other disasters often lose much more than material goods.

The first line in the example is a rhetorical question. The writer uses it to emphasize the terrible effects of natural disasters and make readers think about how they would feel if they were in a similar situation.

• Loaded language refers to strong language that is used to elicit specific emotions out of readers to sway their opinions about a topic. The language is often strongly negative.

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The so-called scientists who push these crazy doomsday-scenario theories about climate change on the unsuspecting public should be ashamed of themselves! They are perpetrating a hoax on the American public in order to advance their own interests at taxpayer expense.

The example uses strongly negative language against climate change in an attempt to elicit an equally negative response from readers. However, there is no supporting evidence for the claims being made. It instead relies on the readers' emotions alone to garner support.

• A sweeping generalization takes a generally accepted belief about something and tries to apply it to every instance that relates to it without taking into consideration any exceptions.

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Great musicians die young. Wolfgang Amadeus Mozart, a classical music prodigy, died at the age of 35. Buddy Holly was a singer and guitarist who helped pioneer rock and roll in the 1950s, and he died at the age of 22. Jimi Hendrix, known as the most influential electric guitarist in popular music, died when he was only 27 years old. Jennifer is a great musician, so she will unfortunately die young.

This example takes a general idea — many great musicians have died young — and applies it to all great musicians without considering any exceptions. Sweeping generalizations are conclusions that have been drawn using incomplete information.