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- Slogan
A slogan is a phrase used in a political or commercial campaign repeatedly. Slogans are meant to be simple, as they express a shared purpose or idea. 'Think Different' has been Apple's slogan for decades....
eBook
- Slang
'Slang' refers to a deviation in language use, be it vocabulary or expressions, from the standardized form of a particular language. Technically speaking from a linguistic point of view, the word is not...
eBook
- Simile
Simile is the comparison of two things, using the words 'like' or 'as'. It is similar to, but different from, metaphor which compares two things without the use of such words such as 'like' or 'as'....
eBook
- Shock advertising
Shock advertising is used to gain attention. If an advertisement is controversial, then it gains free publicity through the press and on blogs. Even though this kind of publicity can be negative, it is...
eBook
- Setting
The setting of a story is more than where it takes place, geographically, and when it takes place, temporally. When discussing setting as a literary technique, we often look at it in relation to its main...
eBook
- Sensationalism
Sensationalism refers to language that appeals to emotions. It exaggerates, over-hypes and attracts attention to controversy. This headline from offers an example of sensationalism: "Palace Fury At D-Day...
eBook
- Reported speech
There is more than one way to tell a story. Sometimes the narrator of a story summarizes what other characters say. We call this style of speech, reported speech or indirect speech. It looks like this:...
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Reported speech
There is more than one way to tell a story. Sometimes the narrator of a story summarizes what other characters say. We call this style of speech, reported speech or indirect speech. It looks like this:...
eBook
- Pun
A play on words, often comic, resulting from a word having more than one meaning, or two words with the different meanings having the same sound. This second form of punning is called homophony; compare,...
eBook
- Problem / solution technique
If you can convince someone that they have a problem, you can sell them a solution. This is the kind of persuasive technique used by advertisers and politicians, known as the problem / solution technique....