The art of effective or persuasive speaking or writing, especially the exploitation of figures of speech and other compositional techniques.
The elements of persuasion
Ethos (authority of subject / substance) Logos (rational sense / structure)
Pathos (it must be felt / connection) Seize the hearts as well as impress the heads
Easily told in simple everyday language
Turn vision into action, Purpose into practice,
Transferor of meaning between one domain and another. Between ‘your’ world and ‘mine’, between the ‘leader’ and the ‘led’