Rhetoric - The Art of Argument and Persuasion

The rhetoric is a powerful literacy form to argue and persuade people towards your way of thinking.
The three modes of rhetoric are:
Ethos
Ethos is an appeal to the authority of a person. If someone important or better qualified says something it will be far more powerful than if someone less important and less qualified said it.

Pathos
Pathos is an appeal to the emotions of the audience reading/listening to something.

Logos
Logos is where someone uses logic to backup what they are saying.

There are also the 5 cannons (aka the process) to make an argument. These are:
Invention
Coming up with ways to get across information that has been found out.

Arrangement
Getting together your presentation that you will use to persuade your audience.

Style & Presentation
The way in which your presentation is layed out and written. For example using the correct and most effective vocabulary.

Memory
Using mnemonics to help the delivery of information.

Delivery
Getting accross your information in a clear and understandable way.

Of course you can also use literacy tools such as Alliteration, Methaphor, Irony and many many others to help get your argument accross.