The dictionary definition of a word

The ability to make a 'rational' link between your claim and evidence - which helps the audience consent to your argument

An expressed opinion - statement - or point of view

A suggestion that is offered for consideration or acceptance

Advertisers intentionally do not finish a comparison - Our Candy is Sweetest - The safer car for your family

To reduce complex matters to an either/or logic

Statements claiming that some proposition is untrue or incorrect

The business technique that uses narration and storytelling to evoke a particular experience of a product - person - company. Also used to promote particular lifestyles. By consuming this bran - you participate within this lifestyle - e.g. Starbucks-

A logical appeal or an appeal to reason (facts - statistics - and expert testimony)

When you assume that the audience will automatically supply and accept an unspoken premise; construct an argument that does not explicitly state all the premises because you know the audience members will fill in those premises on their own.

What's my message? - Who's my audience? - How should I adapt my message to my specific audience? - What's my rhetorical strategy? - What's my goal?