The study of how authors and presenters use words to affect an audience is known as rhetoric. A rhetorical analysis is an essay that divides a nonfiction work into sections and then discusses how the components work together to achieve a certain impact, such as convince, entertain, or inform. Some examples of rhetoric used in articles include metaphors, allusions, and other figures of speech; argumentation strategies including logic, statistics, and evidence; and language style (such as formal or informal) and tone. These elements come together to create the mood for an article, such as convincing or entertaining. For example, if an author wants to persuade his readers to buy his product, he will need to use arguments based on facts and logic to support his claim. The language used will also be important, since it can influence how readers perceive the article. If the writer uses too many scientific terms without explanation, for example, this may scare away readers who are not scientists. On the other hand, writing in plain English allows readers to understand the content even if they have no experience with science. Lastly, the tone should be consistent with the purpose of the article. If the author wants to inform his readers, then his message will be serious and factual. But if he wants to amuse them, then some colorful language may help achieve that goal.