person, place or thing. Epizeuxis. Emphasizing an idea using one word repetition. Eristic. Communicating with the aim of winning the argument regardless of truth. The idea is not necessarily to lie, but to present the communication so cleverly that the audience is persuaded by the power of the presentation. Erotema. The so-called 'Rhetorical Question', where a question is asked to which an answer is not expected. Ethos. A rhetorical appeal to an audience based on the speaker/writer's credibility. Ethopoeia. The act of putting oneself into the character of another to convey that persons feelings and thoughts more vividly. Euphemism. An innocuous, inoffensive or circumlocutory term or phrase for something unpleasant or obscene. E.g., in advertising for female hygiene products any liquid shown is never red, it's usually blue. Evidence. In rhetoric, facts or testimony used to strengthen a claim. Exclamatio. (apostrophe): an expression of grief or indignation, addressed to a person, place, or object. Exemplum. The citation of an example, either truthful or fictitious. Exigence. A rhetorical call to action; a situation that compels someone to speak out. Exordium. The introductory (Lat: exordium, beginning) portion of an oration. Expression. applying the correct language to an argument. F Fable. A short allegorical story. Facetiae. Latin, humor or wit. Facilitas. The improvising of effective oral or written language to suit any situation. Faculty psychology. 18th century, the mind contains faculties that include understanding, imagination, passion, and will. False consciousness. (Marxism), a distorted view of reality, people, and the world. Feminist rhetoric. Rhetorical theory concerned with feminism and its critique of social structures. Fictio. The attribution of rational traits to non-rational creatures. Field-dependent. Stephen Toulmin's term, standards for assessing arguments that are specific to a certain field. Field-invariant. Stephen Toulmin's term, standards for assessing arguments that are not determined by the particular field. Figure. Unusual arrangement of language that tries to achieve unique meaning for ideas. Figura etymologica. Repetition of two etymologically related terms. Forensic oratory. speaking in a courtroom. G Gens. Latin, an influential group of families. Genera. (Plural of genus) Classification by race, kind, or possession of similarities; descriptive of different types of oratory. Graecismus. The use of Greek idiom. H Hendiadys. Using two nouns linked by a conjunction to express a single complex idea. Hermeneutics. The theoretical underpinnings of interpreting texts, usually religious or literary. Heteroglossia. Refers to use of a variety of voices or styles within one literary work