Writing

1. IDEAS

 * ==Presents a thesis statement that makes a claim, or takes a position on a clearly identified issue==
 * ==Uses relevant and convincing reasons and evidence to support the position==
 * ==Anticipates and addresses opposing arguments and objections==

2. ORGANIZATION

 * ==Describes the issue in a strong introduction==
 * ==Uses transitions to create a consistent organizational pattern==
 * ==Concludes by summarizing the position or issuing a call to action==

3. VOICE

 * ==Reflects the writer's commitment to his or her opinion==
 * ==Addresses the audience directly==

4. WORD CHOICE

 * ==Uses persuasive language efectively==

5. SENTENCE FLUENCY

 * ==Varies sentence beginnings==

6. CONVENTIONS

 * ==Employs correct grammar and usage==

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Appeals by Association

 * ==Bandwagon appeal - taps into people's desire to belong==
 * ==You have to come to the concert. Everyone's going to be there.==
 * ==Plain Folks Appeal - implies that odinary people are on our side or that a candidate is like an ordinary person.==
 * ==Senator Jacobs knows what it's like to struggle to make ends meet==
 * ==Testimonial - Relies on endorsements from well-known people or satisfied customers==
 * ==As an Olympic athlete, I need all the energy I can get. That's why I start my day with Grain Puffs.==
 * ==Transfer. Connects a product, a candidate, or a cause with a positive image or idea==
 * ==Freedom is in your hands the minute you hit the road in a Mountainback XRV==
 * ==Emotional Appeals Appeals to Pity, Fear, or Vanity - uses words that evoke strong feelings, rather than facts and evidence to persuade.==
 * ==For Just a dollar day, you can give a stray pet a second chance.==

Appeal to Values

 * ==Ethical Appeal - Taps into people's values or moral standards==
 * ==Vounteer today - because it's the right thing to do.==

Word Choice

 * ==Loaded Language==
 * ==Uses words with strongly positive or negative connotations to stir people's emotions.==
 * ==For the safety of our innocent children, we must protect our community from rampant crime.==